外送平台演算法對外送員行為影響之研究｜國立中央大學博碩士論文系統

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研究生：	郭律旻 Lu-Min Kuo
論文名稱：	外送平台演算法對外送員行為影響之研究 A Study on the Influence of Delivery Platform Algorithms on the Behavior of Delivery Couriers
指導教授：	陳炫碩 Shiuann-Shuoh Chen
口試委員:
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2023
畢業學年度：	111
語文別：	中文
論文頁數：	56
中文關鍵詞：	外送平台演算法、工作自主性、工作不確定性、工作歸屬感、外送員行為、實證研究
外文關鍵詞：	food delivery platform algorithms, job autonomy, job uncertainty, job belongingness, delivery driver behavior, empirical research
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本研究旨在探討外送平台演算法對外送員行為的影響。在新冠疫情下，線上外送平台的使用頻率大幅增加，成為人們獲取商品和服務的重要途徑。本研究動機在於瞭解在疫情期間，外送員對平台演算法的認知對其工作自主性、工作不確定性和工作歸屬感的影響，並探討這些變化對他們的類市場行為和類組織行為的影響。研究方法將採用實證研究，根據 Möhlmann 等人（2021）的研究框架，研究外送員對演算法管理的角色認知與其行為和體驗之間的關係。本研究的目的是獲得關於外送員、演算法和外送市場變化的重要洞察，並深入了解演算法管理對勞動者行為和體驗在數字化零工經濟中的影響。研究結果將有助於深入了解外送員與線上勞動平台之間的關係，並為政策制定者和平台經營者提供有價值的參考，以改善外送員的工作環境和經濟福祉。
本文的組織結構包括演算法管理的文獻回顧、基於研究框架的研究設計和方法、實證研究的分析和討論結果，以及結論部分。

This study aims to explore the impact of algorithms used in food delivery platforms on the behavior of delivery drivers. With the outbreak of the COVID-19 pandemic, the frequency
of online food delivery platforms has significantly increased, becoming an important channel for people to obtain goods and services. The motivation behind this research is to understand how delivery drivers perceive platform algorithms during the pandemic and how this
perception affects their job autonomy, job uncertainty, and job belongingness, as well as their market and organizational behavior. The research will employ empirical methods and build upon the framework proposed by Möhlmann et al. (2021) to examine the relationship between
delivery drivers' perception of algorithmic management and their behavior and experiences.
The study aims to provide valuable insights into delivery drivers, algorithms, and changes in the food delivery market, as well as a deeper understanding of the impact of
algorithmic management on worker behavior and experiences in the digital gig economy. The findings of this research will contribute to a better understanding of the relationship between delivery drivers and online labor platforms and provide valuable references for policymakers and platform operators to improve the working environment and economic well-being of delivery drivers. The structure of this paper includes a literature review on algorithmic management, research design and methodology based on the proposed framework, analysis and discussion of empirical research results, and concluding remarks.

目錄
摘要...............................................i
Abstract ...................................................ii
表目錄..............................................vi
圖目錄..............................................viii
一、 緒論.......................................... 1
1-1 研究背景與動機 ................................. 1
1-2 研究目的 ................................................... 3
1-3 研究流程 .................................................... 4
二、 文獻探討....................................... 5
2-1 零工經濟下的線上勞動平台 ......................... 5
2-2 外送平台 .................................................. 6
2-3 外送員對外送平台演算法的認知 .......... 6
2-3-1 外送員對外送平台演算法的不同認知與其工作自主性之間的影響........ 8
2-3-2 外送員對外送平台演算法的不同認知與其工作不確定性之間的影響.... 9
2-3-3 外送員對外送平台演算法的不同認知與其工作歸屬感之間的影響...... 10
2-4 外送員的行為反應：類組織行為與類市場行為............................................. 11
2-4-1 員工工作自主性對類組織行為及類市場行為之影響.............................. 12
2-4-2 員工工作不確定性對類組織行為及類市場行為之影響.......................... 12
2-4-3 員工工作歸屬感對類組織行為及類市場行為之影響.............................. 13
三、 研究方法................................. 14
3-1 研究架構 ...................................... 14
3-2 研究假說 ................................................. 14
3-2-1 外送員認知演算法作為管理者對其工作自主性的影響.......................... 14
3-2-2 外送員認知演算法作為管理者對其工作不確定性的影響...................... 15
3-2-3 外送員認知演算法作為管理者對其工作歸屬感的影響.......................... 15
3-2-4 外送員認知演算法作為媒合平台對其工作自主性的影響...................... 15
3-2-5 外送員認知演算法作為媒合平台對其工作不確定性的影響.................. 16
iv
3-2-6 外送員認知演算法作為媒合平台對其工作歸屬感的影響...................... 16
3-2-7 工作自主性對員工的類組織行為的影響.................................................. 16
3-2-8 工作不確定性對員工的類組織行為的影響.............................................. 17
3-2-9 工作歸屬感對員工的類組織行為的影響.................................................. 17
3-2-10 工作自主性對員工的市場行為的影響...................................................... 17
3-2-11 工作不確定性對員工的類市場行為的影響.............................................. 18
3-2-12 工作歸屬感對員工的類市場行為的影響.................................................. 18
3-3 研究變項衡量 ................................. 19
3-3-1 自變項—演算法作為管理者......... 19
3-3-2 自變項—演算法作為媒合平台....... 20
3-3-3 中介變項—工作自主性影響.......... 21
3-3-4 中介變項—工作不確定性影響 ......................... 22
3-3-5 中介變項—工作歸屬感的影響........ 23
3-3-6 依變項—類市場行為程度................ 24
3-3-7 依變項—類組織行為程度 ............. 24
3-4 研究設計 .................................................. 26
3-4-1 研究對象.......................................... 26
3-4-2 問卷實測與發放.............................. 26
3-4-3 資料分析流程................................... 26
四、 研究結果....................................................... 28
4-1 描述性統計分析....................................... 28
4-2 問卷之信度與效度 .................................. 29
4-3 研究假設驗證 .......................................... 32
4-3-1 直接效果驗證................................... 32
4-3-2 中介效果檢驗.................................. 33
4-3-3 全職/兼職之調節效果..................... 35
五、 結論及建議....................................... 37
5-1 研究結論 ........................................................ 37
v
5-1-1 當外送員認知演算法作為管理者與工作不確定性之影響...................... 37
5-1-2 當外送員認知演算法作為管理者與工作歸屬感之影響.......................... 37
5-1-3 工作自主性、工作不確定性、工作歸屬感對類市場行為的影響.......... 38
5-2 管理意涵 ................................................. 38
5-3 後續研究建議 ......................................... 39
參考文獻......... 40
附錄一 實驗設計問卷........................... 42
 

表目錄
表 1 研究假說整理............................19
表 2 演算法作為管理者之衡量問項....................20
表 3 演算法作為媒合平台之衡量問項.......................20
表 4 工作自主性之衡量問項..........................21
表 5 工作不確定性之衡量問項............................22
表 6 工作歸屬感之衡量問項...............................23
表 7 類市場行為之衡量問項...................................24
表 8 類組織行為之衡量問項..........25
表 9 性別描述性統計分析............28
表 10 年齡描述性統計分析...........28
表 11 收入來源描述性統計分析....28
表 12 平台工作時間之描述性統計分析....................29
表 13 Cronbach’s Alpha 與組合信度...........29
表 14 構念之平均數變異萃取..........30
表 15 交叉負荷矩陣................30
表 16 Fornell 與 Larcker 區別效度指標.........31
表 17 評估結構模式共線性問題...31
表 18 結構模型路徑係數顯著水準測試結.......................33

表 19 中介效果驗證－直接效果.................................................................34
表 20 中介效果檢定表................34
表 21 全職/職調節路徑係數與顯著性彙整表..............35
表 22 研究假說結果整理..............37
viii
圖目錄
圖 1 研究流程圖...........4
圖 2 線上勞動平台的演算法管理架構圖.......7
圖 3 研究架構.........14
圖 4 研究架構路徑係數圖........32
圖 5 調節效果路徑係數與顯著性...35

                                

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