Abstract:
The gig economy is rapidly transforming the nature of work worldwide, and Sri
Lanka is no exception. This study aims to explore the key influences on gig economy
participation among undergraduates in Sri Lanka. Despite increasing youth
engagement in freelancing and digital platform-based work, limited research exists
on the specific psychological, technological, and social drivers behind this trend. The
study focuses on five critical variables: attitudes, technology access, motivation, peer
and social influence, and perceived benefits. A quantitative research design was
employed, using a quota sampling technique with data collected from 455
undergraduates who participated in the gig economy across 17 state universities
through structured questionnaires. The data were analyzed using SPSS software,
incorporating descriptive statistics, correlation analysis, and regression analysis.
Results indicate that attitudes, technology access, and perceived benefits significantly
influence undergraduates’ participation in the gig economy. However, motivation and
peer and social influence were not found to have a statistically significant impact.
These findings suggest the growing importance of flexible work models for students
seeking financial independence, skill development, and career preparation. Based on
these insights, universities, policymakers, and platform providers can implement
support strategies such as skill development programs, digital literacy initiatives, and
awareness campaigns.
