Identifying the critical factors of physical gig economy usage: A study on client's perspective

Mano Ashish Tripathi; Ravindra Tripathi; Uma Shankar Yadav

doi:10.53730/ijhs.v6nS4.9553

Authors

Mano Ashish Tripathi
manoashish@mnnit.ac.in
Department of Humanities and Social Sciences Motilal Nehru National Institute of Technology Allahabad, Prayagraj, India-211004
Ravindra Tripathi Department of Humanities and Social Sciences Motilal Nehru National Institute of Technology Allahabad, Prayagraj, India-211004
Uma Shankar Yadav Department of Humanities and Social Sciences Motilal Nehru National Institute of Technology Allahabad, Prayagraj, India-211004

Abstract

Since its inception, India's physical gig economy (PGE) has grown at a rapid pace. Sadly, there was a widening of the PGE service gap. Cleaning and mechanical services have had fewer transactions than ride-hailing services, which have a high volume of transactions. Studying PGE customers' motivations to use their services is the primary goal of this research. The research methodology and hypothesis were developed by synthesising previous studies on users' intentions. Platform quality, trust, social influence, perceived risk, hedonic incentive, and economic benefits are all regarded to have an impact on customer behaviour and intention. When it comes to determining whether or not a user will stick around and use a particular platform, hedonic motivation outranks everything else. PGE's early use is influenced by social influence exclusively, according to this study. Operators of PGE might use this information to craft effective plans for growing their business and luring in new customers.

Downloads

Download data is not yet available.

References

M. Tripathi, R. Tripathi, U. Shankar, R. Shastri, "Gig Economy: Reshaping Strategic HRM In The Era of Industry 4.0 and Artificial Intelligence," Journal of Positive School Psychology, vol.6, no.4, pp 3569-3579, 2022.

M. Tripathi, R. Tripathi, U. Shankar, R. Shastri, "Gig Economy: A paradigm shift towards Digital HRM practices," Journal of Positive School Psychology, vol.6, no.2, pp 5609-5617, 2022.

M. Tripathi, R. Tripathi, U. Shankar, "Prospects of Impending Digital Platform Economy: Rise of Gig Work," International Journal of Early Childhood Special Education (INT-JECSE), vol.6, no.03, pp 4879-4887, 2022

V. Lehdonvirta, H. Barnard, M. Graham, and I. Hjorth, "Online labour markets - levelling the playing field for international service markets?," Oxford Internet Institute, 2014.

S. A. Donovan, D. H. Bradley, and Shimabukuro, "What does the gig economy mean for workers?," Washington, DC: Congressional Research Service, 2016.

N. Van Doorn, "Platform Labor: On the Gendered and Racialized Exploitation of Low-Income Service Work in the 'On-Demand’ Economy,” Information, Communication & Society, vol. 20, no. 6, pp. 898-914, 2017.

R. Heeks, “Decent work and the digital gig economy: a developing country perspective on employment impacts and standards in online outsourcing, crowdwork, etc,” Development Informatics Working Paper no 7. Manchester: Global Development Institute SEED, University of Manchester, 2017.

Daily Social, “On-demand Services in Indonesia,” [Online]. Available: https://dailysocial.id/report/post/on-demand-services-survey-in- indonesia-2017. [Accessed: Feb. 17, 2019].

J. Horton, “Online labor markets, in: Internet and Network Economics,” Saberi (ed.), Springer, Berlin, pp. 515-522, 2010.

M. Graham, I. Hjorth, and V. Lehdonvirta, “Digital labour and development: impacts of global digital labour platforms and the gig economy on worker livelihoods,” Transfer: European Review of Labour and Research, vol. 23, no. 2, pp. 135–162, 2017.

N. Kim, Y. Park, and D. Lee, “Differences in consumer intention to use on-demand automobile-related services in accordance with the degree of face-to-face interactions,” Technological Forecasting & Social Change, vol. 139, pp. 277-286, 2019.

S. Lee, B. Lee, and H. Kim, “Decisional factors leading to the reuse of an on-demand ride service,” Information & Management, 2018.

Z. W. Y. Lee, T. K. H. Chan, M.S. Balaji, and A. Y. Chong, “Why people participate in the sharing economy: an empirical investigation of Uber,” Internet Research, vol, 28, no. 3, pp. 829-850, 2018.

G. Zhu, K. Hudson, and F. S. K. Kam, “Inside the sharing economy: Understanding consumer motivations behind the adoption of mobile applications,” International Journal of Contemporary Hospitality Management, vol. 29, no. 9, pp. 2218-2239, 2017.

S. A. Santoso, and M. A. L. Nelloh, “User Satisfaction and Intention to Use Peer-to-Peer Online Transportation: A Replication Study,” Procedia Computer Science, vol. 124, pp. 379–387, 2017.

A. Oyedele, and P. Simpson, “Emerging adulthood, sharing utilities and intention to use sharing services,” Journal of Services Marketing, vol, 32, no. 2, pp. 161-174, 2018.

V. Venkantesh, and F. D. Davis, “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies,” Management Science, 2000.

H. H. Kuan, G. W. Bock, and V. Vathanophas, “Comparing the Effects of Website Quality on Customer Initial Purchase and Continued Purchase at e-Commerce Websites,” Behaviour and Information Technology, vol. 27, no. 1, pp. 3-16, 2008.

J. Hair, C. Ringle, and M. Sarstedt, “PLS-SEM: Indeed A Silter Bullet,” Journal of Marketing Theory and Practice, pp. 139 – 151, 2011.

F. Hair Jr., J. Sarstedt, M. L. Hopkins, and G. V. Kuppelwieser, “Partial least squares structural equation modeling (PLS-SEM),” European Business Review, vol. 26, no. 2, pp. 106–121, 2014.

W. H. DeLone, and E. R. McLean, “The DeLone and McLean Model of Information Systems Success: A Ten-Year Update,” J. Manag. Inf. Syst. vol. 19, no. 4, pp. 9–30, 2003.

D. J. Kim, D. L. Ferrin, and H. R. Rao, “Trust and satisfaction, two stepping stones for successful e-commerce relationships: a longitudinal exploration,” Information Systems Research, vol. 20, no. 2, pp. 237-257, 2009.

V. Venkatesh, J. Y. L. Thong, and X. Xu, “Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology,” MIS Quarterly, vol. 36, no. 1, pp. 157-178, 2012.

A. H. Henten, and I. M. Windekilde, “Transaction Costs and The Sharing Economy,” The Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media, vol. 18, no. 1, pp. 1-15, 2016.

F. Asmi, R. Zhou, T. He, and F. Han, “Factors Affecting Customer Satisfaction and Intentions to Adopt m-Service in China,” 2016 IEEE International Conference on e-Business Engineering, 2016.

C. Wang, and M. Jeong, "What makes you choose Airbnb again? An examination of users’ perceptions toward the website and their stay," International Journal of Hospitality Management, vol. 74, pp. 162-170, 2018.

Y. H. Kim, D. J. Kim, and K. Wachter, “A study of mobile user engagement (MoEN): engagement motivations, perceived value, satisfaction, and continued engagement intention,” Journal of Decision Support Systems, vol. 56, pp. 361-370, 2013.

M. M. Gobble, “Regulating Innovation in The New Economy,” Research Technology Management, vol. 58, no. 2, pp. 62-64, 2015.

V. Venkatesh, G. M. Morris, B. G. Davis, and D. F. Davis, “User Acceptance of Information Technology: Toward a Unified View,” MIS Quarterly, vol. 27, no. 3, pp. 425-487, 2003.

R. Belk, “Why not share rather than own?,” The Annuals of the American Academy of Political and Social Science, vol. 611, no. 1, pp. 126-140, 2007.

S. Ganapati, and C. G. Reddick, “Prospects and challenges of sharing economy for the public sector,” Government Information Quarterly, vol. 35, no. 1, pp. 77-87, 2018.

S. Dale, “Gamification: Making work fun, or making fun of work?,” Business Information Review, vol. 31, pp. 82-90, 2014.

K. Huotari, and J. Hamari, “Defining Gamification - A Service Marketing Perspective,” ACM J, 2012.

Y. A. Uly, “Sudah Kebanyakan, Menhub Pastikan Moratorium Rekrutmen Sopir Taksi Online,” para. 1, Mar. 13, 2018. [Online]. Available: https://economy.okezone.com/read/2018/03/13/320/1872125/ sudah-kebanyakan-menhub-pastikan-moratorium-rekrutmen-sopir-taksi- online. [Accessed: Mar. 8, 2019].

Rinartha, K., & Suryasa, W. (2017). Comparative study for better result on query suggestion of article searching with MySQL pattern matching and Jaccard similarity. In 2017 5th International Conference on Cyber and IT Service Management (CITSM) (pp. 1-4). IEEE.

Rinartha, K., Suryasa, W., & Kartika, L. G. S. (2018). Comparative Analysis of String Similarity on Dynamic Query Suggestions. In 2018 Electrical Power, Electronics, Communications, Controls and Informatics Seminar (EECCIS) (pp. 399-404). IEEE.

Novoa, R. B. (2021). State of the art and future applications of digital health in Chile. International Journal of Health & Medical Sciences, 4(3), 355-361. https://doi.org/10.31295/ijhms.v4n3.1772