Singh Nimisha, Singh Kuldeep, Parmar Hitesh
Indian Institute of Information Technology, Allahabad, India.
School of Management, Gati Shakti Vishwavidyalaya, Vadodara, India.
Acta Psychol (Amst). 2024 Nov;251:104615. doi: 10.1016/j.actpsy.2024.104615. Epub 2024 Dec 1.
The rise of alternative work arrangements, driven by technological advancements, has become a significant aspect of the gig economy, particularly in the digital food delivery sector. The appeal of flexible work and instant deliveries offered by food delivery apps represents a key trend within the gig economy, and lay the forefront of gig workers' organizational commitment and job engagement. This study empirically examines the association between digital food delivery and the job engagement of gig workers. Although, for gig workers who seek opportunities on digital platforms, it is essential for them to become partner with a reputable brand mainly to showcase their best selves to potential employers. Hence, the study explores the effect of brand reputation as a moderator on the relationship between gig workers' organizational commitment and job engagement. The survey questionnaire was used to collect data from 354 gig workers in the digital food delivery industry, primarily from metropolitan areas. In this study, a two-step approach was employed to analyze the relationship between the variables. Initially, a theoretical model was developed based on the strategic paradigm found in the literature. Subsequently, structural equation model analysis was performed to identify significant associations between the variables. The results of the study demonstrated a significant positive relationship between digital food delivery and the job engagement of gig workers. Additionally, the moderating effect of brand reputation was observed, with a more substantial impact seen among workers employed by brands with a strong reputation. These findings suggest that digital food delivery platforms and brands should prioritize improving gig workers' job engagement. Finally, the study discussed implications and recommendations for future research.
由技术进步推动的非传统工作安排的兴起，已成为零工经济的一个重要方面，尤其是在数字食品配送领域。食品配送应用程序提供的灵活工作和即时配送的吸引力，代表了零工经济中的一个关键趋势，并处于零工工人组织承诺和工作投入的前沿。本研究实证检验了数字食品配送与零工工人工作投入之间的关联。尽管对于在数字平台上寻找机会的零工工人来说，与一个知名品牌合作至关重要，主要是为了向潜在雇主展示他们的最佳形象。因此，该研究探讨了品牌声誉作为调节变量对零工工人组织承诺和工作投入之间关系的影响。通过调查问卷从数字食品配送行业的354名零工工人那里收集数据，这些工人主要来自大都市地区。在本研究中，采用了两步法来分析变量之间的关系。首先，基于文献中发现的战略范式构建了一个理论模型。随后，进行了结构方程模型分析，以确定变量之间的显著关联。研究结果表明，数字食品配送与零工工人的工作投入之间存在显著的正相关关系。此外，还观察到了品牌声誉的调节作用，在受声誉良好品牌雇佣的工人中，这种影响更为显著。这些发现表明，数字食品配送平台和品牌应优先提高零工工人的工作投入。最后，该研究讨论了研究的意义以及对未来研究的建议。
