Drivers and Barriers to Online Freelance Portal Adoption Among Urban Youth in Nepal: A PLS-SEM Analysis of Perceived Usefulness, Social Influence, and Digital Accessibility

Abstract

Background: The growth of digital technologies has expanded opportunities for online freelance work among youth. Online freelance portals enable access to global employment and income opportunities, but adoption may be constrained by digital literacy, technology access, payment concerns, and job security.

Purpose: The purpose of the study is to identify the factors influencing the intention to adapt and use online freelance portals among the youths of the Kathmandu Valley. The study also identifies the challenges and obstacles faced by youths when adapting to online freelance portals.

Design/methodology/approach: The study used an explanatory research approach to analyze the intention to adopt online freelance portal among youths of Kathmandu Valley. Purposive sampling is used for this study under non-probability sampling technique. Data was collected from 404 respondents through the KOBO toolbox. Subsequently, the data collected were analyzed using SmartPLS4.0 and Excel.

Findings: Key factors such as perceived usefulness, ease of use, social influence, and facilitating conditions significantly shape their adoption intentions. However, barriers like digital literacy, limited technology access, and concerns about job security and payment systems hinder adoption.

Conclusion: This study concludes that perceived usefulness, ease of use, social influence, and facilitating conditions are key factors driving the adoption of online freelance portals among youths in Kathmandu Valley. However, barriers like limited digital literacy, inadequate technology access, and concerns about job security hinder widespread adoption. Addressing these challenges through targeted interventions can enhance user experience and increase engagement with these platforms.