Open AccessA Qualitative Approach to Understand Generation Z Work Motivation
Author(s) -
Ravikiran Dwivedula,
Abhishek Singh
Publication year - 2021
Publication title -
european journal of behavioral sciences
Language(s) - English
Resource type - Journals
ISSN - 2538-807X
DOI - 10.33422/ejbs.v4i2.542
Subject(s) - computer science , qualitative analysis , component (thermodynamics) , work (physics) , graph , work motivation , cloud computing , principal component analysis , job analysis , data science , psychology , qualitative research , artificial intelligence , social psychology , job satisfaction , sociology , theoretical computer science , social science , engineering , mechanical engineering , physics , thermodynamics , operating system
The purpose of this paper is to determine what motivates generation Z at work. We adopt qualitative research method where we analyze the statements of 317 respondents. Voyant Tools, a web-based text analysis tool is employed. We adopted a three-pronged approach to analyze the data- cyrrus cloud analysis, collocate graph analysis, and principal component analysis represented as scatter plot. The cyrrus cloud analysis revealed the most frequently occurring key words in the corpus- ‘work, ‘people’, ‘job, ‘money’, and ‘learning’. This analysis indicates the most important factors that motivate generation Z. The collocate graph analysis revealed major underlying themes of motivation- ‘work’, ‘job’, and ‘people’ to explain how each of these factors motivate employees. Finally, the principal component analysis explains the interactions between these themes- ‘work’, ‘job’, and ‘people’ to comprehensively explain motivation of generation z workers. Implications for theory and practice are presented.