An Analysis of Gen Z's Perceptions of Technology-Based Gig Jobs
An Analysis of Gen Z's Perceptions of Technology-Based Gig Jobs

Author(s): Asha Mathew, Ishani Chakraborty, Rajakumar Alagar
Subject(s): Sociology of Culture, ICT Information and Communications Technologies
Published by: Transnational Press London
Keywords: Gen Z; gig work; gig economy; behavioural intension; flexi work;
Summary/Abstract: Since the advent of industry 4.0, the nature of work has been fast changing along with the adoption of technology. Across a range of industries, the work process has been re-structured with a focus on the ‘outcome’. A ‘gig’ is referred to a ‘job for a specified period of time’ . On-demand economies, sharing economies, platform economies, and digital economies are all terms used to describe the gig economy which has given a boost to the work force through a variety of on-demand jobs rendered through technology-based platforms. As the gig economy has gradually gained popularity, scholars have been drawn into this new concept of labour exchange and the accruable benefits that come with it. There are several on-demand job platforms that are providing immense opportunities to the generation Z (Gen Z) and helping them to boost their earning potential.However, based on secondary research it was found that only a limited number of research studies have been conducted on the gig economy, and most of these have focused on facilitating factors for gig workers and organizations. This present study aims to identify the behavioral factors that are pushing more and more people of Gen Z from India to adopt jobs powered by the gig economy today and in the near future. Present research has proposed a model to study the behavioural intention of Gen Z. It was observed that “personal attitude”, “Personal Innovation”, “Social Influence” play a significant role in their Behavioural Intention to adopt tech based Gig Jobs.

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