Intention to Gig Work Among GiGen (Graduating iGeneration): A Proposed Conceptual Framework From Elicitation Survey

Purnomo M Antara (), Rosidah Musa, Khairul Azfar Adzahar, Siti Fairuza Hassam, Mohd Fazil Jamaludin and Nadhrathul Ain Ibrahim
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Purnomo M Antara: Universiti Teknologi MARA (UiTM)
Rosidah Musa: City University
Khairul Azfar Adzahar: Universiti Teknologi MARA (UiTM)
Siti Fairuza Hassam: Universiti Teknologi MARA (UiTM)
Mohd Fazil Jamaludin: Universiti Teknologi MARA (UiTM)
Nadhrathul Ain Ibrahim: Universiti Teknologi MARA (UiTM)

A chapter in Industry Forward and Technology Transformation in Business and Entrepreneurship, 2023, pp 827-839 from Springer

Abstract: Abstract Malaysia’s unemployment rate increased dramatically from 3.2% in early 2020 to 5.3% in May 2020 due to COVID-19 pandemic. The government needs to overcome unemployment, especially among youth, specifically among graduating iGeneration. The gig economy sector could help in reducing the number of unemployment among GiGen. Through an elicitation survey, this paper aims to elicit the salient outcome, injunctive normative, descriptive normative, and efficacy beliefs among GiGen towards adopting gig works after graduation. Eight questions were used to elicit the salient beliefs among 35 final-year undergraduate students. Purposive and snowballing sampling was used, and 617 beliefs were elicited and categorised into themes. The trade-off approach was implemented to choose the final set of salient outcomes, normative and efficacy beliefs. It was found that four salient outcome beliefs, two injunctive normative beliefs, three descriptive normative beliefs and four efficacy beliefs were chosen as the final set of salient beliefs towards gig works. This study could contribute to the body of knowledge and act as guidelines to study the behaviour among GiGen towards Gig works after graduation using the integrative model of behavioural prediction theory.

Keywords: Gig economy; Integrative model of behavioural prediction; Salient beliefs; iGeneration; GiGen (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-2337-3_70

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DOI: 10.1007/978-981-99-2337-3_70

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