The dual-path influence of gig-worker misfortunes on consumers' intention to use platforms - An experimental study...

With the rapid development of the gig economy, gig-worker misfortunes have become increasingly frequent, and the protection of gig-workers' rights is becoming more prominent. Existing research has primarily focused on labor relations and platform governance, with limited attention to the consumer side. This study constructs a dual-mediation model of "gig-worker misfortunes-consumer emotions-platform usage intention" based on emotion event theory and attribution theory, exploring the influence mechanisms and boundary conditions of platform-external and platform-internal gig-worker misfortunes on consumer behavior. To test the hypotheses, two formal experiments were designed using a scenario-based experimental method for empirical analysis. The findings show that: (1) Compared to platform-external misfortunes, platform-internal misfortunes elicit stronger consumer sympathy and consumer anger, significantly reducing platform usage intention; (2) Sympathy and anger partially mediate the relationship between gig-worker misfortunes and platform usage intention; (3) Perceived platform social responsibility moderates the relationship between consumer emotions and usage intention, such that higher perceived platform social responsibility attenuates the negative effects of sympathy and anger. The conclusions of this study provide theoretical support for optimizing crisis management of misfortunes on gig-worker platforms and practical insights for the sustainable development of gig-worker platforms.