IDEAS home Printed from https://ideas.repec.org/a/gam/jjrfmx/v17y2024i8p361-d1456624.html
   My bibliography  Save this article

The Impact of Food Delivery Riders’ Perception of Fairness on Organizational Identification in the Digital Economy: Based on the Intermediary Perspective of Organizational Trust in the Context of Digital Technology

Author

Listed:
  • Lei Tong

    (Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand)

  • Chonlavit Sutunyarak

    (Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Bangkok 10400, Thailand)

Abstract

With the rapid rise in the gig economy driven by advancements in digital technology and financial technology, this study focuses on the work experiences and psychological perceptions of food delivery riders in platform-based employment. This study used a sample of food delivery riders from 19 cities in China (such as Shanghai, Beijing, Guangzhou, etc.) and multiple delivery platforms (such as Meituan, Ele.me) to collect data through a combination of online and offline questionnaires. The impact relationship between perceived fairness, organizational trust, and organizational identity of food delivery riders was examined through factor analysis, structural equation modeling, and mediation effect modeling. The results of the survey and statistical analysis indicate that fairness perception and its dimensions (distributive fairness, procedural fairness, and interactional fairness) significantly influence riders’ organizational identification, with organizational trust serving as a critical mediating factor. The integration of digital technology has substantially enhanced the operational efficiency of platform-based employment by enabling real-time tracking, transparent communication, and data-driven decision-making. Innovations in financial technology, such as digital payment systems and financial management tools, offer riders safer and more convenient compensation methods, thereby contributing to their financial stability and fostering trust in the platform. The establishment of trust alleviates the riders’ concerns regarding compensation stability and bolsters their optimistic attitudes toward accessing platform resources and meeting their needs. This study provides significant insights and recommendations for leveraging digital technology and financial technology to improve the relationship and operational efficiency between riders and platform enterprises.

Suggested Citation

  • Lei Tong & Chonlavit Sutunyarak, 2024. "The Impact of Food Delivery Riders’ Perception of Fairness on Organizational Identification in the Digital Economy: Based on the Intermediary Perspective of Organizational Trust in the Context of Digi," JRFM, MDPI, vol. 17(8), pages 1-22, August.
    • Handle: RePEc:gam:jjrfmx:v:17:y:2024:i:8:p:361-:d:1456624
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1911-8074/17/8/361/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1911-8074/17/8/361/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Simon Lloyd D. Restubog & Matthew J. Hornsey & Prashant Bordia & Sarah R. Esposo, 2008. "Effects of Psychological Contract Breach on Organizational Citizenship Behaviour: Insights from the Group Value Model," Journal of Management Studies, Wiley Blackwell, vol. 45(8), pages 1377-1400, December.
    2. Hongchun Wang & Xue Liu & Haibin Luo & Bing Ma & Shanshi Liu, 2016. "Linking Procedural Justice with Employees Work Outcomes in China: The Mediating Role of Job Security," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 125(1), pages 77-88, January.
    3. Li, Ying & Liu, Zhen & Qin, Kuiyuan & Cui, Jiayu & Zeng, Xiaoyu & Ji, Ming & Lan, Jijun & You, Xuqun & Li, Yuan, 2021. "Organizational trust and safety operation behavior in airline pilots: The mediating effects of organizational identification and organizational commitment," Journal of Air Transport Management, Elsevier, vol. 92(C).
    4. Dash, Ganesh & Paul, Justin, 2021. "CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Chih-Ting Shih & Cheng-Chen Lin, 2014. "From good friends to good soldiers: A psychological contract perspective," Asia Pacific Journal of Management, Springer, vol. 31(1), pages 309-326, March.
    4. Hongyi Sun & Bingqian Zhang & Wenbin Ni, 2022. "A Hybrid Model Based on SEM and Fuzzy TOPSIS for Supplier Selection," Mathematics, MDPI, vol. 10(19), pages 1-19, September.
    5. Alfiero, Simona & Battisti, Enrico & Ηadjielias, Elias, 2022. "Black box technology, usage-based insurance, and prediction of purchase behavior: Evidence from the auto insurance sector," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    6. Fosso Wamba, Samuel & Queiroz, Maciel M. & Trinchera, Laura, 2024. "The role of artificial intelligence-enabled dynamic capability on environmental performance: The mediation effect of a data-driven culture in France and the USA," International Journal of Production Economics, Elsevier, vol. 268(C).
    7. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Yihan Huang & Daehwan Kim, 2023. "How Does Service Quality Improve Consumer Loyalty in Sports Fitness Centers? The Moderating Role of Sport Involvement," Sustainability, MDPI, vol. 15(17), pages 1-24, August.
    9. Thanh Tung Ha & Thanh Chuong Nguyen & Sy Sua Tu & Minh Hieu Nguyen, 2023. "Investigation of Influential Factors of Intention to Adopt Electric Vehicles for Motorcyclists in Vietnam," Sustainability, MDPI, vol. 15(11), pages 1-16, May.
    10. Cheng-Feng Cheng & Chien-Che Huang & Ming-Chang Lin & Ta-Cheng Chen, 2023. "Exploring Effectiveness of Relationship Marketing on Artificial Intelligence Adopting Intention," SAGE Open, , vol. 13(4), pages 21582440231, December.
    11. Hang-yue Ngo & Raymond Loi & Sharon Foley & Xiaoming Zheng & Lingqing Zhang, 2013. "Perceptions of organizational context and job attitudes: The mediating effect of organizational identification," Asia Pacific Journal of Management, Springer, vol. 30(1), pages 149-168, March.
    12. Ma. Janice J. Gumasing & Gilliane Zoe Dennis V. Carrillo & Mickhael Andrei A. De Guzman & Cara Althea R. Suñga & Siegfred Yvan B. Tan & Mellicynt M. Mascariola & Ardvin Kester S. Ong, 2024. "Investigating User-Centric Factors Influencing Smartwatch Adoption and User Experience in the Philippines," Sustainability, MDPI, vol. 16(13), pages 1-30, June.
    13. Chuyou Fu & Jun Wang & Ziyi Qu & Martin Skitmore & Jiaxin Yi & Zhengjie Sun & Jianli Chen, 2024. "Structural Equation Modeling in Technology Adoption and Use in the Construction Industry: A Scientometric Analysis and Qualitative Review," Sustainability, MDPI, vol. 16(9), pages 1-21, May.
    14. Mladen Pancić & Dražen Ćućić & Hrvoje Serdarušić, 2023. "Business Intelligence (BI) in Firm Performance: Role of Big Data Analytics and Blockchain Technology," Economies, MDPI, vol. 11(3), pages 1-19, March.
    15. Ariza-Montes, Antonio & Quan, Wei & Radic, Aleksandar & Koo, Bonhak & Kim, Jinkyung Jenny & Chua, Bee-Lia & Han, Heesup, 2023. "Understanding the behavioral intention to use urban air autonomous vehicles," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    16. Yuanke Cu & Kaishu Wang & Lechen Zhang & Zixuan Liu & Yixuan Liu & Li Mo, 2025. "A Time Series Decomposition-Based Interpretable Electricity Price Forecasting Method," Energies, MDPI, vol. 18(3), pages 1-19, January.
    17. Mariana Antunes & Álvaro Dias & Francisco Gonçalves & Bruno Sousa & Leandro Pereira, 2023. "Measuring Sustainable Tourism Lifestyle Entrepreneurship Orientation to Improve Tourist Experience," Sustainability, MDPI, vol. 15(2), pages 1-14, January.
    18. Vivek Devvrat Singh & Utkal Khandelwal & Ankit Saxena, 2023. "Measuring Emotional Response from the Mall Experiences: A Case of Tier II and III City Malls in India," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 118-135.
    19. Nadia Abdelhamid Abdelmegeed Abdelwahed & Mohammed A. Al Doghan, 2023. "Developing Employee Productivity and Performance through Work Engagement and Organizational Factors in an Educational Society," Societies, MDPI, vol. 13(3), pages 1-18, March.
    20. Haleem Fazli & Sami Farooq & Cheng Yang & Brian Vejrum Wæhrens, 2023. "Proactive and Reactive Approaches towards Sustainable Practices in Manufacturing Companies: Emerging Economies Perspective," Sustainability, MDPI, vol. 15(17), pages 1-20, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jjrfmx:v:17:y:2024:i:8:p:361-:d:1456624. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.