数字劳动的游戏化构建——网约车平台管理实践研究

Gamified Construction of Digital Labor—A Study on the Management Practices of Ride-Hailing Platforms

摘要: 本文聚焦网约车平台的游戏化管理实践，探究零工经济背景下平台对分散司机群体的管理逻辑与效应。该管理模式融合游戏设计元素，通过行为数据化与任务颗粒化、动态赋值与算法调度、等级体系与特权分层、随机奖励与可变强化、实时反馈与社交比较五大维度构建“游戏化场域”，实现了行为引导、效率优化与成本控制的协同效应。然而，其同时存在激励衰减、算法异化、司机焦虑及劳动主导权丧失等问题。为此，平台需建立动态评估反馈机制、增强算法透明度、探索混合激励模式，在工具理性与劳动主体性之间寻求平衡，以提升管理的可持续性。该研究为零工经济下的平台管理提供了理论参考与实践启示。

Abstract: This paper focuses on the gamified management practices of ride-hailing platforms, exploring the management logic and effects of platforms on dispersed driver groups in the context of the gig economy. Integrating game design elements, this management model constructs a “gamified field” through five dimensions: behavioral datafication and task granularization, dynamic valuation and algorithmic scheduling, level system and privilege stratification, random rewards and variable reinforcement, as well as real-time feedback and social comparison. It achieves a synergistic effect of behavioral guidance, efficiency optimization, and cost control. However, it also faces problems such as incentive attenuation, algorithmic alienation, driver anxiety, and loss of labor dominance. To address these issues, platforms need to establish a dynamic evaluation and feedback mechanism, enhance algorithmic transparency, and explore a mixed incentive model, so as to seek a balance between instrumental rationality and labor subjectivity and improve the sustainability of management. This study provides theoretical reference and practical enlightenment for platform management in the gig economy.