管理工程学报2025，Vol.39Issue(4)：76-91,16.DOI:10.13587/j.cnki.jieem.2025.04.006
平台游戏化管理对网约车司机价值共创行为作用机制研究
A study on the mechanism of platform gamification management on the value co-creation behavior of online taxi-hailing drivers
摘要
Abstract
With the rapid development of the Internet and the Internet of Things,platform companies and the platform business models,their representation have become increasingly prominent in the social economy.This model has greatly expanded the allocation efficiency of social resources,has reduced transaction costs for buyers and sellers,and has gradually become an important economic form leading the era of innovative economy.The essence of the platform business model is value co-creation based on the service ecosystem.It uses digital technologies such as the Internet and the Internet of Things to interconnect people and things,build a loosely coupled space-time structure,form a value network,and realize value co-creation and sharing.The online ride-hailing platform model is an important application of the platform business model.The instability and flexibility brought about by its new form of labor organization make managing the intensity of participation of platform workers and enhancing platform stickiness the key to platform companies achieving value co-creation.To this end,online taxi-hailing platform companies have followed the example of Internet companies and introduced gamification management to attract and"stick"drivers.However,as an emerging strategy derived from—90—practice,gamification management does not change labor relations and labor behavior.In addition,in the Gig Economy,the platform is based on the particularity of algorithm management.Can gamification management effectively promote drivers' value co-creation behavior?What is its mechanism of action? Gamification management is a new term for the expansion of gamification.Since games are not the opposite of work,gamification management is gradually accepted by all walks of life.As gamification management becomes an emerging management method in the industry,academic circles have also become keenly interested in its effectiveness.At present,scholars have explored the impact of gamification management from the emotional level based on positive psychology theories(such as self-determination theory and flow theory),but the research results are not uniform.Some scholars believe that gamification management has a positive impact on employees while other scholars' research shows that gamification management can have negative effects.Moreover,most of the existing research subjects on the effects of gamification management are traditional employees of enterprises,who have no value co-creation relationship with the company where they work,and the result variables mostly stay at the stages of work enthusiasm,employee proactive behavior,and employee innovative behavior.Based on the resource conservation theory and cognitive appraisal theory,this study explores the effect of gamification management on the value co-creation behavior of the online car/ride-hailing platform drivers,and verifies the mediating role of organizational commitment.In addition,cognitive appraisal theory points out that an individual's cognitive evaluation and response to external stimulus events will be affected by the context of the individual's external environment and its internal characteristics.Therefore,this study also introduces team support atmosphere and working hours as moderating variables to explore the boundary conditions that affect the relationship between gamification management and value co-creation behavior from the organizational and individual levels. This study is based on 334 three-wave data and analyzed using hierarchical regression and Bootstrap methods.The results show that 1)the achievement-type strategies and immersion-type strategies of platform gamification management have an inverted U-shaped relationship with the value co-creation behavior of online taxi drivers;2)organizational commitment mediates the relationship between achievement-based strategies and immersion-type strategies of platform gamification management and value co-creation behaviors;3)team supportive climate moderated the inverted U-shaped relationships between achievement-type strategies and organizational commitment,and between immersion-type strategies and organizational commitment;4)working hours moderated the inverted U-shaped relationship between achievement-type strategies and organizational commitment,but the moderating effect of working hours on the inverted U-shaped relationship between immersion-type strategies and organizational commitment was not confirmed. The above results not only integrate the divergent conclusions of previous studies,but also comprehensively and systematically explore the mechanism of gamification management,deepening the intersection of gamification management and value co-creation research,thus enriching and supplementing the theoretical results of gamification management research.It provides useful inspiration for promoting the sustainable and healthy development of the online dating platform model.关键词
游戏化管理/网约车司机/价值共创行为/"双刃剑"效应Key words
Gamification management/Online Taxi-hailing driver/Value co-creation behavior/Double-edged sword effect分类
管理科学引用本文复制引用
赵斌,华梦坤,宇卫昕..平台游戏化管理对网约车司机价值共创行为作用机制研究[J].管理工程学报,2025,39(4):76-91,16.基金项目
教育部人文社会科学研究规划基金项目(21YJA630120) The Ministry of Education Layout Foundation of Humanities and Social Science(21YJA630120) （21YJA630120）
