Humanized algorithms matter! From enabling social exchange factors to building affective trust mechanism for facilitating gig workers’ task performance

Purpose Digital platform work monitored by algorithms is increasingly supplementing or substituting standard employment. Though gig workers are faced with the vulnerable, fragile and precarious digital platform work environment, the reason why gig workers remain highly willing to show good task performance has been so far unexamined. Building upon the reciprocity of the social exchange theory, this study aims to explore the antecedents and boundary condition of facilitating gig workers’ task performance. Design/methodology/approach First, to minimize common method variance, decline spurious mood effects and ensure data robustness, we conducted a two-wave time-lagged survey and collected 269 survey responses from gig workers on different gig platforms in China (e.g. Meituan, Eleme, Didi, Credamo, Zaihang) at two time nodes. Second, abiding by two stage procedures of the PLS-SEM (partial least square structural equation model) approach, we analyzed a moderated mediation model in the digital platform work context. Findings Results present that both platform work remuneration and flexibility help gig platforms develop an affective trust relationship with gig workers, thus encouraging them to repay the platform by performing platform tasks well. Algorithmic monitoring shows a “double-edged sword” moderating role since it weakens the indirectly positive relationship between platform work remuneration and task performance via affective trust but enhances the indirectly positive relationship between platform work flexibility and task performance via affective trust. Practical implications Understanding the importance of remuneration and flexibility in developing affective trust can help platforms design effective human resource management (HRM) strategies that enhance worker motivation of maintaining high engagement and performance under precarious working conditions. Additionally, optimizing the “double-edged sword” moderating role of algorithmic monitoring makes it more humanized, enhancing the efficiency with these HRM strategies and making both workers and platforms beneficial. Originality/value These findings offer an affective trust-based explanation for the mechanism of maintaining high work performance motivation in the nonstandard and precarious employment from the social exchange perspective, while understanding the (de)humanized aspect of algorithmic monitoring by revealing its “double-edged sword” moderating role.