Does Algorithmic Control Motivates Gig Workers to Offer the Proactive Services?Based on the Perspective of Work Motivation
Recent advances in algorithmic technologies have great implications for people's work.Researchers who belong to the gig economy domain have begun to focus on how online labor platforms manage gig workers via algorithms.Theorists call this manage-ment practice algorithmic control.However,current researchers'views regarding the influences of algorithmic control are controver-sial.Some researchers argue algorithmic control is a highly controllable practice,while others argue it is a high-performance practice.The algorithmic control shows the characteristics of high control and high performance.Regarding platforms,whether gig workers can make more proactive customer service performance is the key to their market reputations and competitiveness.Few researchers have argued whether gig workers can be motivated to offer proactive services through algorithmic control practices.To address these gaps and examine whether algorithms can effectively replace humans to manage gig workers,from the perspective of individual perception differences,we argue the perceived algorithmic control may have both positive and negative influences on gig workers'proactive customer service performance,and construct a double-edged sword model based on the motivation process of self-determi-nation theory.To test the theoretical model and research hypothesis constructed in this research,we conducted multiple rounds of effective ques-tionnaire surveys among 347 gig workers.The results are as follows:First,perceived algorithmic control of gig workers will stimulate their autonomous motivation,thereby increasing their proactive customer service performance;Second,perceived algorithmic control of gig workers will also induce their controlled motivation,thereby reducing their proactive customer service performance;Further-more,the total indirect effect of perceived algorithmic control on proactive customer service performance via autonomous motiva-tion path and controlled motivation path is significant negative;Last,algorithmic transparency not only moderates the relationship between perceived algorithmic control and work motivation but also moderates the indirect effect of perceived algorithmic control on proactive customer service performance.Algorithmic transparency will enhance the positive autonomous motivation path,and the relatively negative controlled motivation path will be weakened.Our findings contribute to the literature in several ways.First,we broaden the latest research field of proactive customer service per-formance under the gig economy and expand the antecedents of proactive customer service performance.Second,we investigate the double-edged sword effect of perceived algorithmic control and promote empirical research on the influence mechanism of perceived algorithmic control.Third,we imply the moderating role of algorithmic transparency,which provides significant insights into the boundary conditions based on the technical attributes of algorithms.Last,we integrate the two motivational paths of the self-determi-nation theory and increase the applicability of this theory.In addition,the results also have vital management implications for online labor platforms.Indeed,our findings also have significant guiding significance for the management practices of online labor plat-forms.When using algorithms for management,platforms need to weigh the pros and cons to ensure that the design of the algorithms can both improve efficiency and maintain the autonomy of workers.Secondly,platforms should improve the transparency of the al-gorithm to allow workers to better understand its operating mechanism,thereby enhancing their sense of autonomy and control,and further improving service quality and efficiency.
Perceived Algorithmic ControlWork MotivationProactive Customer Service PerformanceAlgorithmic TransparencySelf-Determination Theory
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