| The digital economy and the pandemic have led to the rise of flexible employment in China,particularly through the gig economy.Despite its popularity,the gig economy faces challenges such as high turnover rates and difficulties in ensuring service quality.These issues stem from the characteristics of gig work,which often results in a lack of loyalty and belonging among workers towards their employers.The sense of organizational support fosters a sustainable and mutually beneficial exchange relationship between employees and the enterprise,which enhances employees’ sense of belonging and loyalty to the enterprise.Therefore,based on the theory of social exchange,study examines the relationship between organizational support of takeaway platform enterprises and the loyalty of gig practitioners,and introduced job embedment as a mediating variable and job insecurity as a moderating variable,in order to explore the mediating and moderating effects.This study utilized domestic and foreign mature scale design questionnaires,which were collected through a combination of online and offline methods.The recovered valid data was then analyzed using statistical software SPSS25.0 and Mplus7.0.The study found a positive correlation between the three dimensions of organizational support(job support,value recognition,and interest concern)and gig practitioners’ loyalty.The loyalty of gig practitioners is positively correlated with their job embedding.Additionally,the job embedment of gig practitioners partially mediates the influence of job support,value identification,and interest concern on their loyalty.Job insecurity moderates the effect of value identification on gig practitioners’ job embeddedness,but does not have a significant moderating effect on the relationship between job support,interest concern,and gig practitioners’ job embeddedness,and the relationship between gig practitioners’ job embeddedness and their loyalty.Based on the conclusion,this study puts forward the following management suggestions:optimize the management measures of platform enterprises to improve the organizational support feelings of gig practitioners;When providing support to gig practitioners,enterprises should focus on improving their matching and connection with enterprises;Pay attention to the management of gig practitioners’ job insecurity to reduce the negative impact. |
