Abstract
The service industry is experiencing fundamental transformation caused by technological revolutions, namely the emergence of the digital platform and the increasing replacement of managerial functions by algorithms. In this novel service ecosystem – characterised by on-demand fulfilment, algorithmic governance and network effect – crowdworkers play an essential role in providing contingent services for final customers. Since crowdworkers’ work-related positive affect is crucial for sustainable service delivery in platform contexts, this study aims to identify the antecedents of their engagement behaviour. We grounded our theoretical framework in conservation of resources theory and the job demands-resources heuristic model to investigate how the interplay of personal and job resources, as well as job-related demands, could predict crowdworkers’ engagement. We then empirically tested our proposed model among 565 crowdworker respondents. Our results shed light on the engagement behaviour of crowdworkers and highlight the moderator effect of algorithmic justice. Empirical findings also offer pragmatic guidelines for acquiring and retaining a large base of energetic, diligent and engaged service providers that is essential for success and survival in the highly competitive platform market.
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