Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023)

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The Role of Attitude, Subjective Norms, Perceived Behavioral Control in Shaping Gen Z’s Behavioral Intentions Towards Gig Economy Participation

Authors
Ang Jing Huang1, *, Cheaw Mei Teng1, Ng Wan Ping1, Abdelhak Senadjki1
1Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Kampar, Malaysia
*Corresponding author.
Corresponding Author
Ang Jing Huang
Available Online 31 December 2023.
DOI
10.2991/978-94-6463-342-9_29How to use a DOI?
Keywords
Gig Economy; Generation Z; Willingness; Readiness; Commitment
Abstract

Although Malaysian gig economy has been developing rapidly in recent years with the continuous influx of Gen Z, there is little research on the factors that influence their willingness to join the Malaysian gig economy. Therefore, this study seeks to determine the influences of the independent variables, Readiness to engage (mediator), and Commitment (moderator) on the Gen Z’s Willingness to engage in the gig economy in Malaysia. Besides, we used a higher order construct approach to classify our independent variables, such as Attitude toward gig economy (learning and development, and work-life balance), subjective norm (social media use), and Perceived behavioral control (leadership qualities, and technology and digitalization). Furthermore, we have used the questionnaire method to collect relevant data, followed by PLS-SEM and higher-order construct analysis using SMARTPLS4 software. The analysis results show that other than Leadership Qualities and Commitment (moderator), which did not significantly affect Gen Z’s Willingness to engage in the gig economy in Malaysia, other independent variables show significant results. In addition, it is worth noting the mediation effect (Readiness) in our research, show three different situations in our model, which are complete mediation, partial mediation, and no mediation.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2023
ISBN
978-94-6463-342-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-342-9_29How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ang Jing Huang
AU  - Cheaw Mei Teng
AU  - Ng Wan Ping
AU  - Abdelhak Senadjki
PY  - 2023
DA  - 2023/12/31
TI  - The Role of Attitude, Subjective Norms, Perceived Behavioral Control in Shaping Gen Z’s Behavioral Intentions Towards Gig Economy Participation
BT  - Proceedings of the 11th International Conference on Business, Accounting, Finance and Economics (BAFE 2023)
PB  - Atlantis Press
SP  - 393
EP  - 409
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-342-9_29
DO  - 10.2991/978-94-6463-342-9_29
ID  - Huang2023
ER  -