Does Gamification Motivate Gig Workers? A Critical Issue in Ride-Sharing Industries

Abstract

The gamification in ride-sharing applications is actualized in a point system for incentives and ratings for feedback. By growth of driver’s number, the current gamification is facing problems. Drivers should spend more time and serve more orders to achieve targeted points. As the impact, their performance got worse, and their customers’ satisfaction was reduced. To analyze the gamification effect on driver motivation, this study synthesizes Self Determination Theory (SDT) and Motivational Affordance Perspective (MAP). This study is a case study based on empirical data using a quantitative approach. By involving 103 participants, this study examines seven variables: Identified Regulation, External Regulation, Need for Autonomy, Self-Efficacy, Playfulness, Extrinsic Motivation, and Intrinsic Motivation. After mapping them into nine hypotheses, there were five accepted ones. The results unveiled that gamification can influence extrinsic motivation, but it cannot influence intrinsic motivation. As general interpretation, gamification motivates drivers to take more orders since they are forced to reach targeted points. This study provides recommendations for ride-sharing operators to improve gamification by adding new features to cover self-efficacy, need for autonomy, and playfulness in order to influence drivers’ intrinsic motivation.