The increased usage and proliferation of businesses entering the gig economy has meant more employment options for individuals wishing to participate in the gig economy. However, not all gig employment opportunities are the same. Typically, gig employment opportunities fall into one of two categories: the sharing economy or direct selling. These two types of gig employment are unique in the perceptions of those that choose to engage in them. This research seeks to provide insights into the drivers of gig worker perceptions of the product, organizational trust, job outcome status and satisfaction. Results suggest that direct sales workers have higher levels of self-congruence, and lower levels of perceived commerciality, leading to positive evaluations of the product offered, organizational trust and job satisfaction. Conversely, sharing economy workers have much lower levels of self-congruence, and higher levels of perceived commerciality, leading to a more complicated relationship with the outcome variables.

Introduction

The growth of businesses entering the gig economy has meant more employment options for individuals seeking freedom and flexibility amidst wage stagnation and increased income volatility. In 2017, over 57 million adults, or 36% of the eligible workforce, participated in the gig economy (Hayzlett, 2018). According to Fabio Rosati, the CEO of Upwork, gig work contributes more than $700 billion to the national economy (Horowitz & Rosati, 2014). This work is appealing for a variety of reasons. For example, gig work provides younger people the ability to earn money while still going to school or participating in other activities not conducive to traditional employment. For workers who are underemployed or suffering from wage stagnation, the gig economy offers the opportunity to supplement income. For those nearing retirement age, gig work offers a way to delay collecting social security. In fact, the AARP and Uber have a partnership that encourages senior citizens to drive for the ride sharing company (aarp.com). The recent proliferation and rising importance of the gig economy as a formidable economic force is, in part, evidenced by the concept being recently recognized by both the Financial Times and NPR as a word of the year (Hook, 2015; Nunberg, 2016).