From optimism to action: navigating generation Z's technopreneurial engagement with drop shipping in South Africa

Abstract

Purpose – This study empirically examined the relationships between technological optimism, perceived enjoyment, attitudes, intentions, and the actual use of drop shipping among Generation Z. Anchored in the theory of planned behaviour (TPB), the traditional behavioural reasoning model (TBRM) and the Hedonic motivation theory, this study proposed and tested a comprehensive conceptual model aimed at explaining technopreneurial behaviour within the South African Generation Z context. Design/methodology/approach – Adopting a positivist paradigm, the research employed a quantitative design, utilising a structured questionnaire administered to 359 Generation Z students from the University of the Western Cape and the University of the Witwatersrand. The measurement and structural models were analysed through partial least squares structural equation modelling (PLS-SEM). Findings – The results revealed that technological optimism significantly influenced attitudes and intentions, which, in turn, positively predicted the actual use of drop shipping as a technopreneurship business model. Perceived enjoyment of drop shipping positively and significantly moderated the nexus between intention and actual use of drop shipping. Overall, the findings validate the proposed model and underscore the importance of fostering technological optimism and positive attitudes to strengthen digital entrepreneurial engagement among young people. Practical implications – From a practical perspective, the study provides insights to universities, students and policymakers on promoting drop shipping and technopreneurship as tools for economic inclusion and youth empowerment. Originality/value – This study uniquely integrates the theory of planned behaviour and the traditional behavioural reasoning model to explain Generation Z's technopreneurial adoption of drop shipping in South Africa. By foregrounding the roles of technological optimism and perceived enjoyment, it advances existing theory and extends empirical evidence to an emerging market context. The findings provide fresh insights into youth digital entrepreneurship, offering a context-specific framework for universities, policymakers, and practitioners to foster inclusive technopreneurship.