Research on the Influencing Factors of User Stickiness of Gig Platforms in the Context of Gig Economy

DOI

10.2991/978-94-6463-304-7_38How to use a DOI?

Keywords

Gig Economy; Gig Platforms; User Stickiness; SOR model

Abstract

This study explores the factors affecting the user stickiness of gig platforms. Based on the SOR theory to construct a model of the factors affecting the user stickiness of gig platforms. A questionnaire survey was used to collect 332 valid data, and the data were analyzed using SPSS and AMOS. The results show that peer communication, platform reputation, usefulness and usability affect user satisfaction and trust. User satisfaction and trust affect user stickiness and play a mediating role in it. This study can provide implications for gig platforms to enhance the stability of labor supply.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qihan Zhang
AU  - Li Li
PY  - 2023
DA  - 2023/12/04
TI  - Research on the Influencing Factors of User Stickiness of Gig Platforms in the Context of Gig Economy
BT  - Proceedings of the 3rd International Conference on Digital Economy and Computer Application (DECA 2023)
PB  - Atlantis Press
SP  - 356
EP  - 362
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-304-7_38
DO  - 10.2991/978-94-6463-304-7_38
ID  - Zhang2023
ER  -