摘要
随着我国互联网技术的不断提升，以互联网为媒介的零工经济迅猛发展，在经济中
占据越来越大的比例。基于互联网平台的外卖服务是零工经济的典型代表。截至 2021
年，使用互联网平台中外卖服务的用户规模有了大幅度的增长，超过了 4.69亿。巨大的
增长需求使得外卖骑手群体规模迅速扩大，门槛较低、时间灵活、多劳多得等工作特点
吸引着大量就业者加入。尤其在新冠肺炎疫情爆发后，新注册的外卖骑手人数大幅度增
加，为维持城市的正常运转做出极大贡献。然而当前零工经济存在劳动关系界定不清淅、
参与主体责任分配不明确以及零工民主参与程度较低等问题，导致外卖骑手处于弱势地
位、工作自主性受限、平台企业行为缺乏有效监管等诸多问题，从而导致外卖骑手长期
参与外卖平台任务的意愿较低。目前关于外卖骑手参与意愿的问题已有部分学者从政策
完善、企业监管等方面进行了研究。但是基于虚拟社区情境，从在线社会支持角度出发
探究零工参与意愿的研究较少。而虚拟社区作为零工交流互动的重要渠道，对该问题的
解决具有重要意义。
基于上述背景，以社会支持理论和社会认同理论作为理论基础，构建了外卖骑手在
线社会支持对参与意愿的作用机制模型。同时加入组织认同以及组织嵌入，作为中介和
调节变量，构建了调节模型，分析在不同的组织嵌入水平之下，在线社会支持、组织认
同和外卖骑手参与意愿间的影响机理。主要研究结论如下：（1）外卖骑手在虚拟社区
中感知到的在线社会支持对参与意愿具有正向显著影响；（2）外卖骑手对平台企业的
组织认同对参与意愿具有正向显著影响；（3）外卖骑手的在线社会支持对组织认同具
有正向显著影响；（4）组织认同在在线社会支持与参与意愿中间具有显著中介作用；
（5）组织嵌入对在线社会支持与参与意愿的关系具有直接调节作用，同时通过组织认
同实现间接调节作用。以上结论丰富了对外卖骑手参与意愿的机制研究，拓宽了零工经
济的研究内容，并且引入组织认同作为中介变量，探究了如何将零工在虚拟社区中获得
的支持性资源作用于平台组织。同时在一定程度上为外卖类平台企业提供了管理建议，
应该注重虚拟社区的规范化建设，营造良好的沟通交流氛围，提供支持性资源，提高外
卖骑手的组织认同程度，从而增加对平台任务的参与意愿。
关键词：虚拟社区，在线社会支持，组织认同，组织嵌入，参与意愿
I
Abstract
Withthecontinuousimprovementofmycountry'sInternettechnology,the
Internet-based gig economy has developed rapidly and occupies an increasing proportion of
the economy. Food delivery services based on Internet platforms are a typical representative
of the gig economy. As of 2021, the number of users using food delivery services on Internet
platforms has grown substantially, exceeding 469 million. The huge growth demand has made
the group of gig workers expand rapidly, and the work characteristics such as low threshold,
flexible time, and more pay for more work attract a large number of employees to join.
Especially after the outbreak of the Corona Virus Disease 2019, the number of newly
registered gig workers has increased significantly, making a great contribution to maintaining
the normal operation of the city. However, the current gig economy has problems such as the
unclear definition of labor relations, the unclear distribution of responsibilities among
participants, and the low degree of democratic participation of gig workers, which leads to
many problems such as the disadvantaged position of gig workers, limited work autonomy,
and lack of effectivesupervision of platform enterprise behavior, resultingin a low
willingness of gig workers to participate in food delivery platform tasks for a long time. At
present, some scholars have conducted research on the willingness to participate in gig
workers from the aspects of policy improvement and enterprise supervision. However, based
on the virtual community context, there are few studies on the willingness to participate in gig
workers from the perspective of online social support. As an important channel for gig
workers to communicate and interact, virtual community is of great significance to solve this
problem.
Based on the above background, based on social support theory and social identity theory,
a mechanism model of the effect of online social support on gig workers' willingness to
participate is constructed. At the same time, organizational identification and organizational
embeddedness are added as mediating and moderating variables, and a moderating model is
constructed to analyze the influence mechanism among online social support, organizational
identification and gig workers' willingness to participate under different organizational
embeddedness levels. The main research conclusions are as follows: (1) The online social
II