Digital Natives in Virtual Markets: Exploring Generation M's Tea Consumption Through the TAM and TPB Frameworks

ABSTRACT This study investigates the influence of Generation M (born 1995–2010) on the consumption trends of the “New‐style Tea Drinks” within the metaverse. A comprehensive model of consumer behavior is constructed by integrating the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the factor of perceived risk. This study using AMOS 24.0 to test the research hypotheses. The findings demonstrate that perceived ease of use, perceived utility, perceived risk, perceived behavioral control, subjective norms, consumption attitudes, and consumption intentions significantly affect consumption behavior. The study highlights the cognitive processes of Generation M in forming new tea consumption behaviors. It offers recommendations for enhancing marketing strategies in the New‐style Tea Drink industry from a metaverse perspective. The study specifically examines how metaverse‐based interactions shape consumption behavior.