The Interplay of Earnings, Ratings, and Penalties on Sharing Platforms: An Empirical Investigation

被引:6
|
作者
Xu, Yuqian [1 ]
Lu, Baile [2 ]
Ghose, Anindya [3 ]
Dai, Hongyan [4 ]
Zhou, Weihua [5 ]
机构
[1] Univ North Carolina & Chapel Hill, Kenan Flagler Business Sch, Chapel Hill, NC 27599 USA
[2] Natl Univ Def Technol, Coll Syst Engn, Changsha 410073, Peoples R China
[3] NYU, Stern Business Sch, New York, NY 10012 USA
[4] Cent Univ Finance & Econ, Business Sch, Beijing 100081, Peoples R China
[5] Zhejiang Univ, Sch Management, Hangzhou 310058, Peoples R China
基金
中国国家自然科学基金;
关键词
incentives; behavior; delivery; sharing platform; gig worker; rating; penalty; earning; FIELD EXPERIMENT; SAMPLE SELECTION; INCENTIVES; FEEDBACK; LABOR; INFORMATION; DEMAND; REWARD;
D O I
10.1287/mnsc.2023.4761
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
On-demand delivery through sharing platforms represents a rapidly expanding segment of the global workforce. The emergence of sharing platforms enables gig workers to choose when and where to work, allowing them to do so in a flexible manner. However, such flexibility brings notorious challenges to platforms in managing the gig workforce. Thus, understanding the incentive and behavioral issues of gig workers in this new business model is inherently meaningful. This paper investigates how the incentive mechanisms of sharing platforms-earnings, ratings, and penalties-affect the working decisions of gig workers and their nuanced relationships. To achieve this goal, we use data from one leading on-demand delivery platform with more than 50 million active consumers in China and implement a two-stage Heckman model with instrumental variables to estimate the impact of earnings, ratings, and penalties. We first show that better ratings motivate gig workers to work more. However, interestingly, when ratings are employed together with earnings, the two positive effects of ratings and earnings can be substitutes for each other. Second, we reveal that higher past penalties discourage workers from working more, whereas, interestingly, workers with higher past penalties tend to be more sensitive toward an increase in earnings. Finally, we conduct follow-up surveys to understand the underlying mechanisms of the observed moderating effects from both psychological and economic perspectives. The ultimate goal of this work is to provide managerial implications to help platform managers understand how earnings, ratings, and penalties work together to affect gig workers' working decisions and how to manage high- and low-quality workers.
引用
收藏
页码:6128 / 6146
页数:19
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