Sharing economy and growth of gig workers draw attention of HR
manager to develop strategies for dynamic work environment. The purpose of this
study is to identify motivational factors which fascinate freelancers and
engage them to stay in this industry. This study is also an attempt to extend
concept of value proposition in context of freelancing which provide base for
long term freelancer-platform relationship.
358 freelancers participate in an online survey, and an adapted
questionnaire was used for data collection. Reflexive- formative model with repeated
item technique was used for measurement of Freelancer Value Proposition (FVP).
Results indicate that Economic Value (EV), Autonomy Value (AV), Developmental
Value (DV), Hedonic Value (HV) and Social Value (SV) significantly and
positively contribute in Freelancer Value Proposition (FVP). Managerial
implications are suggested to improve each value dimension and overall
Freelancer Value Proposition (FVP).
JEL classification numbers: A10
Keywords: e-lancing, Freelancer Value
Proposition (FVP), Sharing economy, freelancing platform