A Digital Heart in the Gig Economy: How Social Norms Influence Web Doctors’ Compassion Expression
Abstract
Existing research has extensively examined injunctive and descriptive norms in traditional work settings. However, little is known about how gig workers respond to norms shaped by algorithms. We conceptualize a new type of norm termed “algorithmic norm,” defined as perceived behavioral patterns shaped explicitly or implicitly by the logic embedded in algorithm(s). Using a natural field experiment with a dataset of 2,016 doctors and 212,646 responses collected over 472 days from a digital health platform, along with six vignette-based experiments involving 1,164 doctors, we investigate how and why the algorithmic norm supersedes descriptive and injunctive norms to impact web doctors’ compassion expression. Drawing on the focus theory of normative conduct, we predict that prior to algorithm adoption, web doctors conform to the descriptive norm in pursuit of social approval from peers. However, following algorithm implementation, their focus gradually shifts towards the algorithmic norm, motivated by a desire for system approval. Results from all studies support our prediction, and additionally, we find the enduring independent influence of injunctive norms in shaping individual online behavior. Our findings thus expand the focus theory into a bi-focal framework. This research underscores the significance of theorizing and examining the algorithmic norm as a key driver of worker behavior in the gig economy.
Speaker Biography
Xiao-Ping Chen (PhD, University of Illinois) is Philip M. Condit Endowed Chair Professor in the Michael G. Foster School of Business, University of Washington. She has served as Associate Dean for Faculty and Academic Affairs (2016-2020) and Chair of the Department of Management and Organization (2009-2015) at Foster. She is an elected Fellow in Academy of Management (AOM), American Psychological Association (APA), and Society for Industrial and Organizational Psychology (SIOP). Professor Chen is Editor-in-Chief for Management and Organization Review, the flagship journal of International Association for Chinese Management Research (IACMR). She is also the founding editor and current Executive Editor for Management Insights, a bilingual (Chinese and English) magazine for business educators and practitioners. Professor Chen served as Editor-in-Chief for Organizational Behavior and Human Decision Processes (2010-2016).
Professor Chen’s research interests include cooperation and competition in social dilemmas, teamwork and leadership, entrepreneur passion, Chinese guanxi, and cross-cultural communication and management. She is on the list of top 2% most cited scientists in the world. Professor Chen has published many research papers in top-tier journals such as Academy of Management Review, Academy of Management Journal, Journal of Applied Psychology, Organizational Behavior and Human Decision Processes, Management Science, and Journal of International Business Studies. She was a faculty previously at Indiana University and Hong Kong University of Science and Technology. She was also a distinguished visiting professor at University of Cambridge, INSEAD, Fudan University, Peking University, Zhejiang University, Kobe University, Indian School of Business, University of Hong Kong, Hong Kong Baptist University, National University of Singapore, Nanyang Technological University, and China Europe International Business School.
Professor Chen is highly involved in Chinese management research and business community. She served as President for International Association for Chinese Management Research (IACMR). She has published two English books: Leadership of Chinese Private Enterprises: Insights and Interviews (Palgrave McMillan) and A Journey toward Influential Scholarship: Insights from Leading Management Scholars (Oxford University Press). She also published more than ten books in Chinese, among which Empirical Methods in Organization and Management Research has been the best seller in China since 2008. As the editor of Management Insights, she has conducted in-depth interviews with distinguished CEOs and founders of Chinese companies such as Liu Chuanzhi of Lenovo, Jack Ma of Alibaba, Pony Ma of Tencent, Wang Shi of Vanke, Ma Weihua of China Merchant Bank, Michael Yu of New Oriental Group, Richard Liu of JD.Com, Yong Zhang of Haidilao.
Professor Chen is the recipient of numerous teaching and research awards, including Scholarly Impact Award by Journal of Management (2019), Best Paper of Chinese Management Research by Peking University Press (2018), Dean’s Leadership Award (2017), Distinguished Scholarly Contribution Award by IACMR (2016), Andrew Smith Faculty Development Award, Outstanding University of Washington Woman Award, Outstanding Ph.D. Mentor Award, Dean’s International Research Award, and Charles E. Summer Teaching Award.