Sentiment analysis and factors influencing the behavioural intentions of Malaysian online users in the gig economy

The gig economy, characterized by short-term and flexible employment arrangements, has garnered significant attention. It has been a focal focus of contemporary economic debates, with its benefits and drawbacks sparking significant debate on social media platforms. This study examines at consumer views toward popular gig economy services such as Grab, Foodpanda, and Airbnb. The first objective is to investigate the sentiments of online users in the gig economy expressed on social media platform. Data scraping and sentiment analysis were used, with classification using the Vader Lexicon. Positive sentiments were discovered at 52%, negative sentiments at 19%, and neutral attitudes at 29%. The positive sentiment dominance suggests a generally favorable perception of gig economy services among online users in Malaysia, guiding potential policy interventions. The second objective employs the half Theory of Planned Behavior to analyze factors influencing online users’ ' behavioral intentions to participate in the gig economy. The Partial Least Squares Variance Based Structural Equation Modeling (PLS-SEM) methodology is employed to establish relationships and significance. Contrary to expectations, subjective norm does not influence online users’ intentions, while perceived behavioral control and attitude play crucial roles. The findings provide insights for policymakers, allowing them to tailor interventions that consider these nuanced influences. The research has broader implications for policymakers, offering guidance on shaping regulations and support systems. For instance, the dominance of positive sentiments suggests a conducive environment for gig economy platforms, encouraging policymakers to explore supportive measures. The unexpected role of perceived behavioral control and attitude underscores the need for interventions that address both the psychological and practical aspects influencing online users’ decisions to participate in the gig economy.

Text 125398 - Full Text.pdf Download (4MB) Text SPE 2024 10 - Declaration Form.pdf Restricted to Repository staff only Download (426kB) Text SPE 2024 10 - Full Text.pdf Restricted to Repository staff only Download (4MB) Official URL or Download Paper: http://ethesis.upm.edu.my/id/eprint/18876

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