Abstract: How to improve the loyalty of semi-contract employees in the context of the sharing economy is a daunting challenge faced by platform enterprises. This paper selects Didi Company as a typical case and applies the grounded theory to explore the formation mechanism of the loyalty of semi-contract employees in the context of the sharing economy. Based on the second-hand data from the website and in-depth interviews with Didi drivers, the study reveals that there are three factors that influence the loyalty of semi-contract employees: perceived corporate rights protection, corporate ethics and corporate service quality. The perceived corporate rights protection includes three aspects, i.e., risk prevention, welfare and order policy; the perceived corporate ethics are composed of the leadership integrity and the corporate ethical behavior; and the perceived enterprise service quality includes the service process and the service outcome. We also find that employee loyalty is affected by the perceived human resources policy through the motivation level, by the perceived corporate ethics through corporate trust and by the perceived corporate service quality through negative emotions.

Key words: Sharing-economy, Platform economy, Semi-contract Employee, Employee Loyalty, Grounded Theory

摘要： 共享经济下半契约型员工流动性高、稳定性差,是影响共享型平台企业持续稳定发展的关键制约因素,半契约型员工忠诚度的形成机制亟待探讨。本文选取滴滴出行作为共享经济商业模式下的典型企业,结合门户网站公开二手资料和针对滴滴司机的深度访谈,运用扎根理论分析,探究共享经济背景下半契约型员工忠诚度的形成机制。研究发现,共享经济背景下半契约型员工忠诚度受三大因素影响,即感知企业权益保障、感知企业伦理和感知企业服务质量。其中,感知企业权益保障包括风险防范、福利体系和接单政策;感知企业伦理包括领导人诚信和企业伦理行为;感知企业服务质量包括服务过程和服务结果。结果还发现,感知企业权益保障通过动机水平影响员工忠诚度;感知企业伦理通过企业信任影响员工忠诚度;感知企业服务质量通过负面情绪影响员工忠诚度。

关键词: 共享经济, 平台经济, 半契约型员工, 员工忠诚度, 扎根理论