Key Drivers of Gig Economy Participation in Malaysia

Nur Syazwani Mazlan (), Fatin Aimi Naemah Norazmi (), Rusmawati Said (), Rahmita Wirza O. K. Rahmat () and Nadia Mazlan ()
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Nur Syazwani Mazlan: Monash University Malaysia
Fatin Aimi Naemah Norazmi: Universiti Putra Malaysia
Rusmawati Said: Universiti Putra Malaysia
Rahmita Wirza O. K. Rahmat: Universiti Putra Malaysia
Nadia Mazlan: Taylor’s University

Journal of the Knowledge Economy, 2025, vol. 16, issue 5, No 43, 16775-16801

Abstract: Abstract This study investigates the determinants of netizens’ participation in Malaysia’s gig economy, focusing on Foodpanda, Grab, and Airbnb. By employing advanced text analysis on social media comments, we identify key factors influencing attitudes, perceived control, and subjective norms towards gig work. A thematic analysis reveals distinct clusters within these constructs, which are then examined using partial least squares structural equation modelling (PLS-SEM) based on a modified Theory of Planned Behaviour. Our findings demonstrate that attitudes and perceived control significantly predict behavioural intentions to participate in the gig economy, while subjective norms exert no influence. These results underscore the importance of platform-related factors in shaping netizens’ decisions and highlight the potential of social media as a rich source of insights for understanding gig economy dynamics. Policymakers and platform providers can leverage these findings to develop strategies that enhance platform attractiveness, build trust, and foster a conducive environment for gig workers.

Keywords: Gig economy; Netizen; Text clustering; Thematic analysis; PLS-SEM (search for similar items in EconPapers)
JEL-codes: D91 E71 M31 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s13132-024-02512-9

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