Thriving for Gig Workers’ Career Commitment: The Role of Platform Design Attributes

In gig work, individuals engage in project-based work outside traditional organizational structures. While some workers value the autonomy and flexibility of gig work, they also face unique challenges, including job insecurity and a lack of available career paths. Platforms are very limited in actively providing resources to their workers. However, platforms can shape their workers’ work environment by actively prioritizing different design attributes. Our study is among the first to uncover how these attributes contribute to workers’ intention to pursue a lasting career in gig work. Based on a PLS modelling approach with data from a two-wave quantitative survey involving 652 gig workers, we find that platforms’ utilitarian, hedonic, and relational design positively affect gig workers’ career commitment. Furthermore, we find evidence for the mediating role of gig workers’ thriving. Our research contributes to a better understanding of how platform design attributes can contribute to careers on gig work platforms.