ABSTRACT

The fast developments in work, work habits, and the business environment that have been brought

about by digital labor platforms will have far-reaching repercussions on the world of work. These

developments will be brought about by digital labor platforms. These systems may be loosely

divided up into two major types, namely internet-based systems and location-based systems. Both

types of platforms make use of an electronic application of some kind in order to bring together

freelance workers and companies willing to pay them. This makes it possible for individuals or

company clients to conduct a number of tasks, such as placing an order for food, organizing a ride,

or locating freelancers to design websites or translate papers. It is impacting the future of

employment and the economy by bridging the gap between businesses and employees. It will likely

have an effect on the type of employment in the future. Some of the jobs that are done on these

platforms have been done in the traditional labor market in the past.

Due to technology improvements, a rising desire for flexible work arrangements, and the

unemployment problem, the job structure has experienced substantial global change. The term "gig

economy" describes a rapidly evolving labor market in which businesses engage independent

workers for short-term projects, or "gigs," using internet platforms that link employees with clients.

The technological underpinnings of these digital marketplaces are generally acknowledged as

being represented by digital labor platforms. The gig economy may be seen as an important shift

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in the nature of employment, on par with the beginning of industrialization. It is distinguished by

the proliferation of gig organizations, which include people and things working apart and in

different places. This trend towards self-employment and self-management inside open networks,

made possible by information technology breakthroughs, marks a fundamental reimagining of

labor. The methods by which businesses might encourage the "self-motivation of gig workers"

remain unrevealed and underexamined in this particular setting when gig workers lack a designated

human supervisor. Keeping all this in mind the study seeks to understand the motivations that

influence gig workers to participate in gig work on these platforms. The study aims to uncover the

intrinsic and extrinsic factors that drive gig workers' engagement, such as financial incentives,

flexibility, work-life balance, skill utilization, independence, and so on.

The study begins with a comprehensive examination of the previous research, which is

more often known as a systematic literature approach. All of the steps of the process, including the

literature research, analysis, and data visualization, have been covered. Following the evaluation,

the research gaps in the study were located and characterized. After that, the research objectives

of the study are created based on the research gaps that were identified earlier. Therefore,

discussions have taken place regarding the ideas, definitions, growth, and present state of the

utilization of digital platforms. Subsequently, the ideas behind and the definitions of the many

components that have an effect have been dissected in great depth.

Descriptive analysis with qualitative and quantitative approach and Inductive method has

been adopted for the study. To grasp the extent of the subjects of study selective Cities (Lucknow,

Prayagraj, Varanasi, Kanpur, Noida, Agra, Meerut) of Uttar Pradesh has been addressed

throughout. The purpose of the study is an empirical one that is based on Primary as well as

Secondary data. Secondary data has been collected from Reports, Research Papers, Text Books,

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National as well as International articles, and Journals. The research has integrated primary data

gathered using a structured questionnaire. A sample size of 300 gig workers working through

hyperlocal discovery platforms has been used. AMOS, SPSS, and Excel applications have also

been utilized. The responses submitted by respondents to each question have been classified and

evaluated in terms of their similarities and differences in percentages, charts, and graphs.

Findings based revealed that (i) There is a significant relationship between Workplace

Context and Intrinsic Motivation of Gig workers. (ii) There is no significant relationship between

the Nature of the Platform and the Intrinsic Motivation of Gig workers. (iii) There is no significant

relationship between Algorithmic Management and Intrinsic Motivation Gig Workers. (iv)

Autonomy needs has an association with the “Intrinsic Motivation of Gig Workers”. (v)

Competence needs have an association with the “Intrinsic Motivation of Gig Workers”. (vi)

Relatedness needs have no significant relationship with the “Intrinsic Motivation of Gig workers”.

(vii) Dignity has no association with the “Intrinsic Motivation of Gig Workers”.

The study ultimately reached the conclusion that the advantages stemming from the

prospective expansion of the platform economy will be distributed among all participants once the

institutional and policy adjustments have reached a level of sustainability. The proposition posits

that the attainment of a state wherein gig workers operating on digital platforms are afforded the

opportunity to partake in work arrangements characterized by flexibility, devoid of the inherent

perils associated with precarious employment, is of paramount significance. Moreover, it is

postulated that digital platforms, by capitalizing on technological advancements, can effectively

leverage the expertise and erudition of a committed labor force, thereby engendering a favorable

digital work milieu that is conducive to their well-being. By elucidating concerns pertaining to

equitable remuneration, adaptable work schedules, and professional independence. The empirical

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investigation has revealed that the paramount determinants for the optimal functioning of gig

workers encompass the establishment of equitable remuneration, robust labor safeguards, and

comprehensive social security provisions. Moreover, the aforementioned investigation posited that

presently, the level of advancement in the realm of the digital platform economy is within reach,

although not fully within comprehension or control.

The current study will be essential for formulating efficient rules, enhancing worker

welfare, and developing ecosystems for the gig economy that are both sustainable and welcoming

to all participants. The issues and the optimization of the working conditions for gig workers have

been addressed in the study, which helps the development of a fair and equitable environment that

promotes the well-being and livelihoods of this expanding part of the workforce. In addition to

this, it helps policymakers, platforms, and other stakeholders to make educated decisions that

improve the overall functioning of digital labor platforms in India and their social effect. This will

bring attention to the critical need for legislation and policies that guarantee equitable

remuneration, safeguard the rights of employees, and offer social benefits. This information is

essential for tackling the distinctive difficulties provided by gig labor, such as the unpredictability

of income, the absence of job stability, and the restricted access to typical employment benefits.

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