Research On The Influence Mechanism Of Platform Game-based Management On Work Involvement Of Online Taxi Drivers

With the accuracy and timeliness of network data information,Internet travel has become an essential mode of social travel.The university matching of platform information not only solves the information asymmetry between travelers and drivers,but also more effectively integrates the allocation of social resources,and alleviates the traffic problems such as lack of access and traffic jam.Online taxi drivers are emerging professions born under the sharing economy.They are not in the labor relationship stipulated by law or in the traditional sense of cooperation with platform enterprises.Because of this vague labor relationship,the connection between platform enterprises and drivers is loose,and the turnover rate of drivers has always been at a high level.How to effectively manage the large group of online ride-hailing drivers and improve their recognition of work is a long-term and urgent problem for platform enterprises.With the popularization of the refinement of digital technology,digital technology has replaced the "manager" in the organization,and digital management has emerged in the online car rental platform.It does not change the labor relationship and labor behavior,and accumulates psychological resources through the effects of the equal-level management system,incentive charging mechanism and competition mechanism,thus stimulating the driver’s work involvement behavior.At present,there is relatively little research on game-based management.Therefore,this paper makes an in-depth discussion based on this emerging management practice: research on the impact mechanism of platform game-based management on the work involvement of online taxi drivers.Based on the basic psychological needs theory and the focus adjustment theory,this study constructs a theoretical model of the impact mechanism of platform game management on the work involvement behavior of online taxi drivers.Referring to the domestic and foreign literature,use the widely used mature measurement scale to measure the research variables constructed in the model.The questionnaire method was used to collect 324 questionnaires of online taxi drivers.The data collected in the questionnaire were analyzed and processed with SPSS 27.0 and AMOS 28.0 statistical software,and the hypothesis model was empirically tested.The results show that the achievement elements,social elements and immersion elements of the game-based management of the online car rental platform have an inverted U-shaped effect on the driver’s work involvement behavior;The achievement elements of the game-based management of the online car rental platform have an inverted U-shaped impact on the driver’s independent needs,the social elements of the game-based management of the online car rental platform have an inverted U-shaped impact on the driver’s relationship needs,and the immersion elements of the game-based management of the online car rental platform have an inverted U-shaped impact on the driver’s competency needs;Promotional regulatory focus aggravates the inverted U relationship between achievement and immersion and independent and competent needs in the platform game-based management,while defensive regulatory focus aggravates the inverted U relationship between social and relational needs in the platform game-based management.Based on this,this paper puts forward corresponding countermeasures and suggestions from three levels,including platform enterprises,online taxi drivers and government supervision.The research results reveal the internal mechanism of the influence of the game-based management of the platform on the work involvement of the online taxi drivers,supplement the research results of the game-based management,and provide relevant theoretical guidance for the platform enterprises to manage the online taxi drivers more effectively.