GIGONOMICS: DECODING THE MOTIVATIONS OF PAKISTANI GIG WORKERS IN THE DIGITAL MARKETPLACE

Abstract

The current study was designed to focus on the factors that influence the individual to engage in gig work in the Pakistani digital marketplace. The present study attempts to address this gap and better explanation of gig work intentions through an extended social cognitive theory. To explore this phenomenon, data were collected through a structured questionnaire from Pakistani gig workers with a sample size of 315 participants. For data analysis, Amos and SPSS are used. The findings of this study revealed that extroversion and autonomy have a significant relationship with gig work intention, with the mediation of meaningful work, whereas need for achievement is treated as a moderator, strengthening the relationship and having a positive relationship with GWI. This study provides insight and guidance to the gig workers towards gig work intention by executing the different training programs and courses for gig workers. Furthermore, this study provides insight for future researchers to work with different moderators, such as different personality traits, and so on.