JTAER, Vol. 21, Pages 66: The Spillover Effects of E-Commerce Platform Algorithmic Governance: A Focus on Ride-Hailing Drivers’ High-Calorie Food Consumption

Journal of Theoretical and Applied Electronic Commerce Research doi: 10.3390/jtaer21020066

Authors:
Xingqi Wang
Yanjie Ren

This study investigates how algorithmic governance, a core feature of modern e-commerce platforms, impacts the consumption behavior of its service providers—specifically, ride-hailing drivers’ preference for high-calorie food. From an e-commerce ecosystem perspective, the dynamic interaction between platforms and their service providers is critical for long-term value co-creation and platform sustainability. By examining how algorithmic control mechanisms spill over into drivers’ off-platform behaviors, this research offers crucial insights for designing more sustainable and human-centric platform business models. Analyzing 710 survey responses from ride-hailing drivers in China via PLS-SEM, our findings reveal that algorithmic tracking evaluation and behavioral constraints are positively associated with high-calorie food consumption, with emotional exhaustion acting as a key mediator. Notably, standard guidance algorithms showed no significant effect. These results contribute to the e-commerce literature by demonstrating how platform-centric control can inadvertently lead to adverse externalities that may undermine service quality and provider well-being, ultimately posing a risk to the platform’s brand reputation and operational stability. We offer practical recommendations for e-commerce platform managers on optimizing algorithmic strategies to foster a healthier and more sustainable gig worker ecosystem.

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Xingqi Wang www.mdpi.com