| 520 สาระสังเขป |
This research aims to fill the existing gap by examining the effect of social influence on the two forms of motivation: Intrinsic and extrinsic among the gig workers in Thailand?s online delivery sector for the well-being of the employees. This study draws from the self-determination theory and social influence concept to analyze how social pressure from peers, clients, and society influences gig workers? motivation level. SEM analysis also provides evidence that social influence strengthens intrinsic and extrinsic motivation where extrinsic motivation mediates the relation between social influence and intrinsic motivation. The study provides managerial implications regarding increasing worker involvement and effectiveness by means of proper incentives and social resources. This current research extends the literature on gig worker well-being and although only focused on one sector and cross-sectional, these findings provide important implications for practical and future research. Future research suggestions include studying other aspects of well-being, as well as generalizing the study of the state of gig economy workers across different sectors and geographical locations. |