Research On The "double-edged Sword" Mechanism Of Platform Artificial Intelligence Ability On "gig" Users’ Value Perception

In recent years,digital economy has developed rapidly and the gig economy has attracted a large number of workers.Gig work is a working mode based on digital platforms and matched with artificial intelligence algorithms.Thanks to the continuous optimization of the platform’s artificial intelligence,gig workers on the platform have obtained a large number of job opportunities and obtained corresponding rewards,even excessive rewards.However,the "sharp edge" of platform AI has not only brought corresponding benefits and created value for gig workers,but also gradually blurred the boundary of privacy space while using it,causing certain privacy risks to gig workers,leading to their negative emotions such as distrust and unease.Therefore,how to balance the use of algorithm management and artificial intelligence on digital platforms to create greater value for gig workers and ensure their privacy security has become an urgent problem to be solved.However,few scholars have explored the internal influencing mechanism and boundary conditions between platform AI and gig user value creation.Therefore,this study not only takes the algorithm management and privacy risks perceived by gig workers as the intermediate mechanism of positive and negative impacts,but also takes user-centered design,data stewardship and artificial intelligence literacy as the boundary conditions,and explores how these three boundary variables regulate the relationship between perception algorithm management and privacy risk in platform artificial intelligence capabilities and user value perception.To solve the above problems,based on data network effects,this paper analyzes the data of 392 gig workers represented by outsourcing waiters,online taxi drivers and we-media freelancers,and discusses how to use artificial intelligence to create value for each gig worker on the platform.The findings are as follows:(1)the artificial intelligence capability of the platform positively promotes the value experience of gig workers when using the platform.(2)Perception algorithm management plays an intermediary role between platform AI ability and gig user value perception,and platform AI ability positively promotes user value perception through perception algorithm management.(3)Perceived privacy risk plays a negative mediating role between platform AI ability and gig users’ value perception,and perceived privacy risk negatively affects gig users’ value perception.(4)User-centered design positively moderates the mediating role of perception algorithm matching between platform AI ability and user value perception in perception algorithm management.(5)Data stewardship negatively moderates the negative mediating effect of perceived privacy risk on the relationship between platform AI ability and user value perception.(6)AI literacy positively moderates the mediating relationship between platform AI ability and gig user value perception controlled by perception algorithm in perception algorithm management.Based on the analysis of the above conclusions,this paper respectively puts forward relevant suggestions for gig workers and digital economy platforms.For casual workers,they should adhere to the original intention of helping others and actively participate in social welfare activities in the process of work,which can win customers’ praise.Get acquainted with work partners,communicate with "empathic recipients",and self-regulate emotions;Strengthen their own artificial intelligence literacy,be familiar with the artificial intelligence functions and services provided by the gig economy platform,and avoid low work efficiency and low perception of use value caused by unfamiliar artificial intelligence functions of the platform.As for the digital economy platform,the factors that can stimulate the working motivation of gig workers should be fully considered while improving the platform functions.Consider using algorithm neutrality for special time periods;Disclose data usage and algorithm management principles to gig workers appropriately,establish professional manual customer service for gig workers,provide smooth channels for complaints,strengthen organizational support and care for gig workers,and maintain their stickiness in using the platform.