Digital upskilling in the gig economy: a study on Gen Z’s adoption of e-learning using UTUAT model

Purpose The study aims to evaluate the adoption of e-learning courses among Gen Z in a gig economy via behavioral intentions (BIs) using the extended Unified Theory of Acceptance and Use of Technology (UTAUT) theory. Design/methodology/approach This study is an empirical attempt to explore 242 Gen Z respondents using SmartPLS. The study undertook five constructs as antecedents to BI leading to adoption (ADP) of e-learning courses via different platforms. Structural equation modeling (SEM) and the importance-performance map analysis (IPMA) methods were incorporated to evaluate the objectives. Findings The SEM results revealed that flexibility (FLEX) and facilitating conditions (FC) play a leading role in influencing the behavior in digital upskilling, boosting confidence and efficiency, followed by social influence. While IPMA explored that FLEX gains a high score on both importance and performance, and FC is to be prioritized due to their low performance but high impact. Variables that did not connect with BI were effort expectancy and performance expectancy in both studies. Originality/value This study undertakes the e-learning adoption as a method of digital upskilling, specifically among Gen Z, in the context of the gig economy. The use of UTUAT theory in digital upskilling remains innovative and extends a new dimension to the literature present.