Determinants influencing job-hopping behavior and turnover intention: An investigation among Gen Z in the marketing field

This research investigates external and internal factors (perceived organizational support, job satisfaction, job involvement, and emotional exhaustion) through the mediating effect of affective commitment, along with perceived alternative employment affecting the actual behavior of job-hopping and turnover intention and how these factors influence a societal context. The valid response was collected both online and offline from 237 marketing-major Gen Z (from 18 to 26 years old) employees from different universities in three Vietnamese metropolises – Ho Chi Minh City, Hanoi, and Da Nang – and have previously experienced at least one job in marketing. The data utilized the quantitative method using Structural equation modeling (SEM) with the assistance of SMART PLS software to evaluate the theoretical framework. The results highlight the considerable effect of affective commitment and turnover intention on job-hopping behavior, except for perceived alternative employment. These findings include recommendations and limitations for further studies, contributing to developing appropriate human resource strategies and forecasting the change of marketing personnel in the marketing field.