Generation differences in the gig economy in Vietnam

The development of digital technology is rising. It creates favorable conditions for the workforce and increases participation in the gig economy. Online jobs are getting more approachable and convenient. For many reasons, there have been differences in generations in the gig economy. Therefore, managers need to have conversation methods and policies to attract workers of each generation to participate in the gig economy. The study has been conducted to identify, analyze, evaluate, and quantify the influence of factors on the intention of different generations to participate in the gig economy. Data was collected from 374 workers of three generations (X, Y, Z) who have not yet participated in the gig economy in Vietnam - an emerging market with both potential opportunities and challenges for managers and investors. The research hypotheses were tested by Partial Least Squares Structural Equation Modeling (PLS-SEM). Results have shown that each generation has different intentions to participate in the gig economy. Factors including perceived risk, current income, skills, flexible working time, and platform, which also differently affect these generations’ intentions. Some managerial implications and future research were suggested.