The Role of Motivation, Emotional Intelligence and Artificial Intelligence Knowledge in Shaping Generation Z Interest in Public Accounting Careers

DOI

10.2991/978-94-6463-994-0_19How to use a DOI?

Keywords

Motivation; Emotional Intelligence; University Reputation; Artificial Intelligence; Career Interest; Generation Z; Public Accounting

Abstract

This research investigates the factors that shape Generation Z’s interest in pursuing a career in public accounting, emphasizing motivation, emotional intelligence, university reputation, and knowledge of artificial intelligence (AI). As the business environment undergoes rapid technological transformation particularly with the rise of AI it becomes essential to understand how these factors influence young people’s career decisions. Motivation acts as a primary driver behind career choices, while emotional intelligence plays a role in navigating interpersonal professional relationships. Reputation of a university contributes to perceptions of credibility and employability, and AI knowledge affects how students view the future relevance of the accounting profession. This study analyzes the interactions among these variables and how they collectively influence Generation Z’s career preferences. Gaining insight into these dynamics enables universities and organizations to design educational programs and recruitment strategies that effectively attract and retain young talent in the field of public accounting. Ultimately, the findings are expected to enrich the existing literature on career decision-making and provide valuable guidance for both academic institutions and the accounting industry in meeting the expectations and aspirations of the emerging workforce.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Indah Oktari Wijayanti
AU  - Fenny Marietza
AU  - Nila Aprila
AU  - Vika Fitranita
AU  - Maria Marsita Gabe
PY  - 2026
DA  - 2026/02/23
TI  - The Role of Motivation, Emotional Intelligence and Artificial Intelligence Knowledge in Shaping Generation Z Interest in Public Accounting Careers
BT  - Proceedings of the 24th Malaysia-Indonesia International Conference on Economics, Management, and Accounting (The 24th MIICEMA) in conjunction with The 9th Sriwijaya Economics, Accounting, and Business Conference (The 9th SEABC) (MIICEMA-SEABC 2025)
PB  - Atlantis Press
SP  - 282
EP  - 292
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-994-0_19
DO  - 10.2991/978-94-6463-994-0_19
ID  - Wijayanti2026
ER  -