온라인 플랫폼에서의 게임화가 긱 노동자 업무 동기부여에 미치는 영향 고찰: 중국 긱 이코노미에서의 시사점을 중심으로
An Effect of Gamification on Online Platforms on Gig Worker’s Motivation: Evidence from Chinese Gig Economy
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초록
본 연구는 기계-인간 상호작용의 측면에서 긱 이코노미에서의 업무효율성을 높일 수 있는 방안으로 게임화(gamification)의 효용성을 탐구한다. 인터넷과 모바일 애플리케이션의 일반화에 따라 디지털 플랫폼의 사용자가증가함에 따라 게임화는 디지털 플랫폼에서의 업무를 보다 효과적으로 관리할 수 있는 수단으로 각광을 받고있다. 이에 디지털 플랫폼의 노동자를 단순히 통제하고 관리하는 수단이 아닌 인적자원관리의 차원에서 긱 이코노미에서의 성과를 높일 수 있는 방안으로 게임화의 역할을 탐구한다. 본 연구에서는 인적자원관리기법을 구성원들이 어떻게 이해하는가에 따라 동기부여가 달라진다고 보는 기대이론을 중심으로, 게임화가 긱 노동자의자기 보완적 동기부여를 유도해 업무 참여도 향상에 활용할 수 있을지 분석하고자 한다. 이에 중국 디지털 플랫폼에 종사하는 긱 노동자 262명을 대상으로 게임 요소가 존재하는 디지털 플랫폼에서 업무에 대한 동기부여효과가 높아지는지 분석한 결과, 게임화가 긱 노동자의 동기부여에 긍정적인 영향을 주는 것으로 나타났다. 특히 게임화에서 다루어지는 정보의 성질과 긱 노동자가 소셜미디어를 활용하는 경향성에 따라 게임화에 의해 영향을 받는 동기부여의 효과는 달라지는 것으로 나타났다. 이는 디지털 플랫폼에서의 인적자원관리 기법으로 게임화가 중요한 역할을 하고, 특히 디지털 플랫폼 상에서 다루어지는 다양한 정보나 커뮤니케이션 패턴에 긱 노동자가 얼마나 익숙한가에 따라 업무 효율성은 높아질 수 있다는 시사점을 제공한다. 이러한 분석 결과를 바탕으로 디지털 플랫폼에서 게임화의 효용성을 극대화할 수 있는 방안을 논의한다.
Abstract
By taking a human-computer interaction perspective, this study examines the effect of gamification on digital platforms on gig worker’ motivation. As the number of users of the platform increases with the generalization of the Internet and mobile applications, the gamification is understood as an effective means of managing gig workers. Drawn from the expectation theory, this paper aims to examine how gig workers’ job satisfaction can be improved through gamification. Surveying 262 Chinese gig workers, we find that game elements can improve job motivation of gig workers. Given this, we also find that information quality and social media dialogues can positively reinforce the relationship between gamification and job motivation. From these findings we discuss how gamification plays an important role in increasing gig workers’ expectancy of the job in the gig economy and how digital platforms can be designed to improve productivity.
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