Fit into work! From formalizing governance of gig platform ecosystems to helping gig workers craft their platform work

The current governance model of gig platform ecosystems benefits gig platforms and customers, but puts gig workers in the weakest position of the triangular relationship. Thus, gig workers experience difficulty in addressing hardships related to gig work. To this end, we must determine how gig platforms build a governance environment that matches gig workers to help them craft gig work. However, extant studies have remained in the qualitative research surface, lacked a certain empirical insight, and have not clarified the direction to creating an effective platform governance model. Thus, based on such literature, we first conceptualize platform formalization governance. Drawing on person-environment fit theory, the PLS-SEM analysis of 290 data from gig workers finds that platform formalization governance directly promotes gig workers' job crafting and indirectly propels it by improving performance appraisal systems' transparency. However, platform work insecurity climate weakens such an direct/indirect positive relationship. These findings contribute to strategic values and effectiveness of the governance model of gig platform ecosystems, thus balancing interests between gig platforms, gig workers, and customers. Gig platforms should consider appropriately formalizing the current governance model and improving work insecurity climate, which helps gig workers more easily address hardships associated with platform work through job crafting.