Gamification in Ride-Hailing: What Drives a Driver to Drive

DOI

10.2991/aebmr.k.210311.047How to use a DOI?

Keywords

gamification, ride-hailing, transportation network companies, Grab, Go-Jek, Indonesia

Abstract

This paper discusses whether there is gamification in ride-hailing drivers in Indonesia. Using qualitative research methods it shows that the driver experiences illusionary freedom. Through technology, drivers experience this illusion of freedom through gamification. An interesting finding is that drivers cheat to chase targets, especially during a pandemic. Competition between drivers and the desire to get a bonus makes them have to work hard and compete with each other to get passengers, including by committing fraud. Even though they are considered as partners, the driver’s position is inferior to the company. The regulations governing partnership relations are urgent to be issued.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Taofik Hidajat
AU  - Agung Hendra Kusuma
AU  - Achmad Sulchan
PY  - 2021
DA  - 2021/03/13
TI  - Gamification in Ride-Hailing: What Drives a Driver to Drive
BT  - Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020)
PB  - Atlantis Press
SP  - 241
EP  - 244
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210311.047
DO  - 10.2991/aebmr.k.210311.047
ID  - Hidajat2021
ER  -