VALUE CREATION, CONSUMERS’ ACTIVE INTERVENTION AND WORKERS’ WORKING CONDITIONS: A NEW CONCEPTUAL FRAMEWORK FOR THE GIG ECONOMY
Keywords:
gig economy, gig worker, platform, value creation, feedback, working conditionsAbstract
Advances in technology and the increasing number of workers who are not constrained by traditional ways of working have fuelled gig economy activity, with several online platforms and gig workers springing up around the world. On the other hand, the problematic nature of value creation in the relationship between online platforms and gig workers has become an impediment to the sustainable growth of the gig economy. Although the gig economy business model is based on a triangular relationship consisting of platforms, gig workers and consumers, there has been limited discussion of the potential for customers to influence gig economy labour relations. Therefore, this paper identified the problematic nature of value creation in the relationship between online platforms and gig workers and theoretically integrated the possibility of active consumer intervention into this issue. This paper can highlight the hitherto unfocused relationship between gig workers and consumers and provide realistic sustainability options for existing gig economy business operations. Based on a systematic literature review, this paper proposed a conceptual framework that would incorporate four items in the consumer-worker interaction: rating systems/feedback, word of mouth, gig worker’s working condition and consumers’ moral awareness. As the result of interaction, there would be two possible outcomes: Pattern A suggests that the platform may be at risk of further deterioration, whilst Pattern B suggests that the platform’s labour practices could be improved. Finally, this paper also planned a specific research design, data collection and data analysis procedures for future research. Although this paper focuses only on on-demand (offline) through app services, which is the strongest link between customers and gig workers in the gig economy, it is one of the benchmark studies to focus on consumers in the gig economy triangular relationship. This proposed conceptual framework will contribute to the observation of the potential for consumers to improve the working conditions of gig workers in the gig economy.
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