Research On The Effect Of Work Gamification On The Job Engagement Of Delivery Personnel For Online Orders

The change of Internet and information technology has promoted the development of the gig economy.The gig economy,represented by delivery personnel for online orders,has positively influenced society in providing employment opportunities and facilitating people’s life through high-speed matching of labor supply and demand,especially playing an important role during the COVID-19 epidemic.Due to its instability and flexibility,how to enhance platform stickiness and innovative incentives has become an important competitiveness of the labor platforms.Under the complicated external working environment and the repetitive and boring cycle of "receiving orders-picking up meals-delivering",the delivery personnel for online orders on the labor platform rely on physical and emotional labor to obtain income,which leads to poor job experience,low commitment,lack of professional identity and insufficient internal drive.Therefore,it is important to explore the influence mechanism of work gamification on the work psychology and state of delivery personnel for online orders and enrich the relevant theoretical research.This study takes delivery personnel for online orders as the research object,and after compiling and summarizing the related studies on work gamification,psychological empowerment,job engagement,and generation differences,we construct a theoretical model among four variables of work gamification,psychological empowerment,job engagement,and generation differences based on mind flow theory,self-determination theory,and goal setting theory.The research was conducted through employee interviews and online distribution of questionnaires,and the data were analyzed using SPSS and Amos tools to test the rationality of the model.Based on the 467 valid samples recovered from the formal survey,the hypotheses and models were tested,and five conclusions were finally obtained:(1)work gamification and its dimensions have a positive influence on the job engagement of delivery personnel for online orders,(2)work gamification and its dimensions have a positive influence on the psychological empowerment of delivery personnel for online orders,(3)psychological empowerment has a positive influence on the job engagement of delivery personnel for online orders,(4)psychological empowerment has a partially mediating role between work gamification and its dimensions and job engagement,(5)generation differences have a moderating effect on the relationship between work gamification and job engagement,and the positive effect of work gamification on job engagement of new generation of delivery personnel for online orders is stronger than that of non-new generation.And according to the research findings,management suggestions are proposed in three aspects: reversing the concept of job design,paying attention to the inner feelings of delivery personnel for online orders and differentiated design.