How to break free from the "tool" dilemma? A study on the impact of perceived algorithmic control on sustainable value co-creation behavior.

Abstract

With the growing prevalence of algorithmic technologies, algorithmic management has become a dominant control mechanism in the gig economy, profoundly shaping platform workers' psychological states and behaviors. Grounded in objectification theory and trait activation theory, this study examines how perceived algorithmic control (PAC) affects platform workers' sustainable value co-creation behavior (SVCB), highlighting the mediating role of workplace objectification (WO) and the moderating role of algorithm aversion (AAV). Using a two-wave survey (n = 285) and a scenario-based experiment (PAC experimental vs. control group; n = 216), the study finds that: (1) PAC significantly negatively affects SVCB; (2) PAC increases WO, which in turn reduces SVCB; (3) AAV positively moderates the indirect effect of PAC on SVCB through WO. This study advances understanding of the psychological mechanisms linking PAC to SVCB in gig work settings. It provides actionable insights for enhancing algorithmic governance and fostering sustained engagement among platform workers.