Becoming Mainstream: What Makes You a Digital Nomad?

Abstract

In this fast-paced era, digital nomadism articles dominate social networking platforms, capturing the attention of individuals seeking an alternative to their mundane 9-to-5 lifestyles. While academic studies have explored this global phenomenon, most rely on qualitative interviews to provide a general understanding.

In contrast, our study collected 207 valid survey responses online and employed the PLS-SEM approach. We extended the original TPB by incorporating two new constructs: life satisfaction and policy expectation. Additionally, we examined the mediating role of individual attitude and policy expectation, as well as the moderating role of perceived behavioral control in the policy expectationintention relationship.

Results indicate that all five constructs significantly impact individuals’ intention to become digital nomads domestically and internationally. Perceived behavior control has the most significant influence on domestic intention, while policy expectation has the most potent effect on international intention. While individual attitude mediates all proposed paths, policy expectation does not mediate multiple paths leading to domestic intention. Furthermore, perceived behavior control only mediates the relationship between policy expectation and domestic intention, not international intention.

Our study uncovered the drivers influencing the decision-making process of individuals becoming digital nomads. Furthermore, we reviewed the effectiveness of current policies, products, and services in facilitating and supporting this global phenomenon, contributing to developing a sustainable future for the digital nomad lifestyle.