From Web2.0 to Web5.0: The Psychological Belongingness of Gen-Z in the Context of Digital Diversification

Abstract

The era of Web2.0 remarks the beginning of the industrialization era of data, computing, and products. As the value of data becomes more and more prominent, the impacts of digital diversification (DD) on psychological belongingness (BE) is significant. In this article, Gen-Z, which is defined to be more susceptible to the development of digital technology, is selected as the research object. Based on the ABC theory, a research model is constructed to explore the causal relationships among the five variables, DD, personality, digital self-efficacy (DSE), perceived service value (PSV) (of DD), and sense of BE, and Smart-PLS is applied for analyzing data obtained from 642 respondents. By classifying the results by gender, both male (n = 306) and female (n = 336) respondents showed positive effects on the six direct effects. However, in the verification of DSE and PSV as mediators, the mediating effect of DSE was not significant among male respondents in Generation Z. Predictably, as moving toward Web5.0, that is, the human–computer integration that can resonate with users, the observed benefits of DD, along with the accompanying psychological effects, will also merit attention in future research.

Keywords:

• Digital diversification
• ABC theory
• psychological belongingness
• Gen-Z

Author contributions

All authors contributed to the design and methodology of this study, the assessment of the outcomes and the writing of the manuscript.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.

Additional information

Funding

The work was funded by the 2022 Scientific Research Project of Guangxi University of Finance and Economics “Research on the Transformation of Guangxi Cultural Tourism Industry and the Path of Product Innovation under the Digital Background” (No. BS2022016) by Jingjing Zheng. Guangxi First-class Discipline Applied Economics Construction Project Fund; The 2022 Scientific Research Project of Guangxi University of Finance and Economics: “Study on the Value Co-construction and Competitiveness of Marine ecotourism in the Beibu Gulf under the theory of ‘Two Mountains’” (No. BS2022019) by Ting Liu.

Notes on contributors

JingJing Zheng

JingJing Zheng graduated from the City University of Macau and is currently a lecturer at the School of Foreign Languages, Guangxi University of Finance and Economics. Her research interests include the impact of digital innovation on human psychology, regional development, and tourism.

Enlong Li

Enlong Li graduated from the City University of Macau with a PhD in International Tourism Management. His research focuses on social media, consumer behavior, and cultural festivals.

Ting Liu

Ting Liu graduated from the City University of Macau and is currently a lecturer at the School of Economics and Trade, Guangxi University of Finance and Economics. She focuses on research of cultural tourism, sustainable development, and the impact of digital technology.