Factors Influencing University Students' Adoption of Digital Labour Platforms

Siti Suraya Abd Razak; Nurulaina Najwa Razali; Lo Ying Tuan

doi:10.21834/e-bpj.v10i31.6514

Authors

Siti Suraya Abd Razak Management of Technology Department, Faculty of Management, Universiti Teknologi Malaysia, Malaysia
Nurulaina Najwa Razali Management of Technology Department, Faculty of Management, Universiti Teknologi Malaysia, Malaysia
Lo Ying Tuan Entrepreneurship and Enterprise Hub, Xi’an Jiaotong–Liverpool University, Jiangsu,China

DOI:

https://doi.org/10.21834/e-bpj.v10i31.6514

Keywords:

Gig Economy, Malaysian youth, Technology Acceptance Model, Digital Labor Platform

Abstract

The digital labor platform is an important component of the platform economy and has attracted youths to use it to generate income. This research examines university students' intention to participate in digital labor platforms. Using the Technology Acceptance Model, factors on social influence, perceived risk, and perceived usefulness are examined. Surveys distributed to 375 undergraduates revealed that social influence, perceived risk, and perceived usefulness positively influence university students to use digital labor platforms to work and generate income. The study suggests raising awareness, reducing risks, and promoting gig opportunities to enhance students' participation in the evolving gig economy.

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