Does job gamification perception promote the job involvement of gig workers? The role of cognitive assessment and overwork—evidence from Chinese delivery platforms

Purpose This paper takes the gig workers in Chinese delivery platform as the research object and adopts a questionnaire survey to explore the complex influence of job gamification perception on the job involvement of gig workers, via the mediating role of cognitive assessment and moderating role of overwork, in order to provide research and data support for the development of platform gamification. Design/methodology/approach The study conducted a three-wave online questionnaire survey to obtain 300 final samples from Chinese delivery platforms. Hypotheses were tested hierarchical regression and bootstrap methods. Findings Drawing on cognitive appraisal theory, we observed an inverted U-shaped relationship of gig workers between job gamification perception and job involvement. The mediating role of cognitive assessment and moderating role of overwork were also considered. Both challenge and threat assessment mediate the relationship between job gamification perception and job involvement. Direct effect of job gamification perception on job involvement and indirect effect of job gamification perception on cognitive assessment are moderated by overwork. Originality/value In the past, the research on job gamification mostly focused on the traditional forms of employment, but this study focuses on the new forms of employment and from the perspective of individual self-perception, explores the influence of job gamification perception on the job involvement of gig workers in Chinese delivery platform and investigated the dialectical role of job gamification perception. The findings enrich the literature and theoretical research on job gamification perception and job involvement and provide new references and perspectives for management practice.