Research on the factors influencing freelancing intention among Vietnamese gen Z in the context of the digital economy
Research on the factors influencing freelancing intention among Vietnamese gen Z in the context of the digital economy
DOI:
https://doi.org/10.1243/5erdwj10Keywords:
Freelancing, Digital economy, Gen ZAbstract
This study analyzes the factors influencing freelancing intention among Generation Z (Gen Z) in Ho Chi Minh City, where the freelance labor market is experiencing significant growth. The factors include social perception (support from acquaintances and friends), personal attitude (positive views toward freelancing), perceived behavioral control (belief in self-efficacy), human capital (knowledge and skills), and expectation of success (confidence in the benefits that freelancing offers). Using an online survey using a Likert-scale questionnaire, data were collected from 385 Gen Z individuals (male and female, aged 18-25) who had engaged in freelancing or are were currently freelancing, or were acquainted with freelancers. The results indicate that social perception has the most significant impact, reflecting support from family and friends, followed by personal attitude, expectation of success, human capital, and perceived behavioral control. These factors demonstrate the confidence, motivation, and self-efficacy of Gen Z in pursuing freelance work. The study provides a practical foundation for educational administrators and policy makers to design skill-training programs that support Gen Z in thriving within a flexible and dynamic work environment.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
Becker, G. S. (1964). Human Capital: A theoretical and empirical analysis, with special reference to education. Chicago, IL: University of Chicago Press.
Chaouali, W., Yahia, I. B., & Souiden, N. (2016). The interplay of counter-conformity motivation, social influence, and trust in customers' intention to adopt Internet banking services: The case of an emerging country. Journal of Retailing and Consumer Services, 28, 209-218.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). Wiley.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/ 10.2307/249008.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. Plenum Press.
Field, A. (2009). Discovering statistics using SPSS (3rd ed.). SAGE Publications.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Prentice Hall.
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hellmueller, L., Cheema, S.E., & Zhang, X. (2017). The networks of global journalism: Global news construction through the collaboration of global news startups with freelancers. Journalism Studies, 18(1), 45-64.
Hossain, M. I., Yagamaran, K. S. A., Afrin, T., Limon, N., Nasiruzzaman, M., & Karim, A. M. (2018). Factors influencing unemployment among fresh graduates: A case study in klang valley, Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(9), 1494-1507.
Hoyer, W. D., & MacInnis, D. J. (2004). Consumer behavior (3rd ed.). Boston, MA: Houghton Mifflin. https://theconversation.com/is-freelancing-the-future-of-employment-80253.
Hussenot, A. (2017). Is freelancing the future of employment? The Conversation.
International Labour Organization (2021). ILO Monitor: COVID-19 and the world of work. 8th edition. https://www.ilo.org/global/topics/coronavirus/impactsandresponses/WCMS_824092/langen/index.htm.
Kantane, I., Sloka, B., Buligina, I., Tora, G., Busevica, R., Buligina, A., Dzelme, J., Tora, P. (2015). Expectations by Employers on skills, knowledge and attitudes of employees. European Integration Studies.
Kazakova, V. A. (n.d.). Freelance market as the possible future of labor market. Journal of Economy and Bussiness, 4, 118-122.
Krueger, N. F., Reilly, M. D., & Carsrud, A. L. (2000). Competing models of entrepreneurial intentions. Journal of Business Venturing, 15(5-6), 411-432.
Kuznetsova, L.M. (2018). Problems of self-employment of the population in the Russian Federation. Science and Education without Borders: Basic and Applied Researches, 7(1), 131-136.
Lin, H. F. (2007). The role of online and offline features in sustaining virtual communities: An empirical study. Internet Research, 17(2), 119-138.
Maes, J., Leroy, H., & Sels, L. (2014). Gender differences in entrepreneurial intentions: A TPB multi-group analysis at factor and indicator level. European Management Journal, 32(5), 784-794. https://doi.org/10.1016/j.emj.2013.12.006.
Majid, S., Liming, S., Tong, S., Raihana, S. (2012). Importance of soft skills for education and career success. International Journal for Cross-Disciplinary Subjects in Education (IJCDSE), Special Issue Volume 2, Issue 2.
MMAHH (n.d.). Top 8 freelancing professions in 2018. Retrieved from https://www.mmahh.com/top-8-freelancing-professions-2018/.
Ngô Quỳnh An. (2012). Tăng cường khả năng tự tạo việc làm cho thanh niên Việt Nam. Luận án tiến sỹ. Trường Đại học Kinh tế Quốc dân.
Nguyễn Thị Thanh Vân. (2016). Phân tích các yếu tố tác động đến khả năng có việc làm của sinh viên mới ra trường thuộc Khoa kinh tế - Luật - Đại học mở Thành phố Hồ Chí Minh. Luận văn thạc sỹ. Trường Đại học Mở Thành phố Hồ Chí Minh.
NITI Aayog (2022). India’s booming gig and platform economy: Perspectives and recommendations on the future of work. Government of India. Retrieved from https://www.niti.gov.in/sites/default/files/202206/Policy_Brief_India%27s_Booming_Gig_and_Platform_Economy_27062022.pdf.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Phan Hữu Nghị và Lê Phương Mai. (2020). Nghiên cứu các nhân tố tác động đến ý định trở thành freelancer của giới trẻ Hà Nội. Tạp chí Kinh tế - Xã hội, 10, 85-95. Viện Ngân hàng Tài chính, Trường Đại học Kinh tế Quốc dân.
Rivera, M. (2025). The future of the gig economy: 2025 and beyond. Clear Voice. https://www.clearvoice.com/resources/gig-economy-future-2023/.
Schultz, T. W. (1961). Investment in human capital. American Economic Review, 51(1), 1-17.
Statista (n.d.) (2025). Share of people freelancing in the United States in 2021, by industry. Retrieved April 1, 2025, from https://www.statista.com/statistics/1128117/share-people-freelancing-industry-us/.
Upwork, & Freelancers Union (2018). Freelancing in America: 2018. Retrieved from https://www.upwork.com/press/releases/freelancing-in-america-2018.
Van den Born, A., & Van Witteloostuijn, A. (2013). Drivers of freelance career success. Journal of Organizational Behavior, 34(6), 24-46. https://doi.org/10.1002/job.1839.
Van den Born, J. A. (2009). The drivers of career success of the job-hopping professional in the new networked economy: The challenges of being an entrepreneur and an employee. Born to Grow. ISBN: 978-90-9023961-3.
Vodyanova, S. (n.d.). Remote work as method to increase efficiency of business and new trend and labor market. Prospects of spread in Russia, 2014-2020.
Wood, A.J., Lehdonvirta, V., & Graham, M. (2018). Workers of the internet unite? Online freelancer organization among remote gig economy workers in six asian and african countries. New Technology, Work and Employment, 33(2), 95-112.
