Gen Z’s Attraction to the Gig Economy: A Social Cognitive Career Theory Perspective

Abstract

The “on-demand economy” concept has evolved significantly; over the past decade, the ‘gig economy’ has risen from obscurity to become synonymous with the contemporary digitalized labour market. This category includes occupations as varied as interpreters and consultants, IT specialists, artists, and creative workers, and is frequently called the independent professionals category. The rapid growth of the gig economy has meant that there is a need for more research to understand gig economy workers and their motivation for being gig workers. This study aims to examine what motives Gen Z workers’ participation in the gig economy. Social Cognitive Career Theory used to develop the conceptual framework of the study. Knowledge characteristics, social characteristics, task characteristics, and contextual characteristics are included as the determinants. The target population of this study was Gen Z people engaged in or interested in gig work. 450 sample was selected based on a purposive sampling technique using online platforms that are popular amongst Gen Z, such as Instagram and TikTok. Multiple regression analysis was used to test the hypotheses. The findings revealed that all four hypothesized characteristics had a significant impact on Gen Z’s attraction to gig work. Task characteristics (β = 0.263, p < 0.001) were the strongest predictor, followed by contextual characteristics (β = 0.218, p < 0.001), social characteristics (β = 0.350, p < 0.001), and knowledge characteristics (β = 0.123, p = 0.018). Under the current circumstances where many individuals face unemployment, gig economy becomes a quick alternative for Gen Z people who have dependents to be taken care of. The study proposes a comprehensive framework illustrating the interplay of task, knowledge, social, and regulatory forces affecting Gen Z’s attraction to gig work in order to foster a more equitable gig economy. Future research should conduct longitudinal studies along with qualitative approaches to understand nuanced experiences and experiences across cultures to inform cross- cultural comparisons and studies.