Job Perceptions among Gig Workers:

The Perspective of Online Seller

SYUHAIDA BT MOHAMED@JAAFAR, NIK HAZIMAH BT NIK MAT*

Faculty of Business, Economics, and Social Development,

Universiti Malaysia Terengganu,

21300 Kuala Nerus, Terengganu,

MALAYSIA

*Corresponding Author

Abstract: - The purpose of this paper is to explore the gig workers’ performance over the job design in the gig

economy. A qualitative research design is employed to achieve the research objective. Data for this study were

collected from online sellers in Malaysia using online interviews. The phenomenology approach is adopted to

analyze the interview data with online sellers who represent the role holder’s perspectives. Thematic analysis

was used to interpret the interview data. The exploration of gig works implementation results in different

perspectives among gig workers. Based on the respondents’ experiences, the findings suggest that the income

and skills possessed by the gig workers are the main themes that differentiate job performance for online sellers

in the gig economy. The generation of income with additional skills possession plays a vital role in attracting

positive perceptions and performance measurement of the gig workers. In addition, gig workers also related

their performance to other factors including flexible time, sales volume, fast interaction and transaction,

knowledge skills, effort, and innovation throughout their involvement in the gig work. Theoretically, this study

contributes to the job performance measurement among gig workers with different perspectives due to fewer

employment relations occurring between employers and employees. Practically, the gig workers hold their own

perceptions with regard to job performance to assist them in completing their jobs and adapting to the gig

economy conditions. The findings provide insights to related players in the gig economy to formulate better

work design and expectations in ensuring that the adaptation to this new kind of marketplace benefits both

employers and employees.

Key-Words: - Gig economy, online job performance, income, skills, human resource management

Received: July 15, 2022. Revised: May 27, 2023. Accepted: June 28, 2023. Published: July 24, 2023.

1 Introduction

The emergence of the gig economy in the labor

market recently has created a new version of the

work system and income earning for job seekers as

gig workers. Business interaction and transaction

today is mostly completed by using the technology

platform which is become easier than the traditional

method. The implementation of gig works using

technology enables the task to be done through

online communication, [1]. This situation offers a

variety of work systems that may differ in terms of

job expectations and job performance. Gig work is

considered one of the alternative work arrangements

that emphasize independent, flexible time with on-

demand work, [2]. This work system has dominated

business transactions, especially during the Covid-

19 pandemic. The existence of gig works has since

received a great deal of attention as it helps many

people to deal with financial difficulties during the

shocking global crisis.

In the gig economy, the workers acted as

freelancers that completed the task following the

orders given by the organization. The gig workers

used technological applications to receive and

complete the task following the demand from the

organization and customers. They are not bound to

specific organizations and are able to serve more

than one organization following their own time

management arrangement. Recently, a variety of

sectors and organizations use gig workers to deal

with operational costs as most organizations are

now seeking the best strategy to bounce back from

the impact of Covid-19, [3]. Implementing a gig

work system also allows the organization to reduce

the permanent employment contract with the

workers that vary in different types of job offerings

in the business operation, [4]. Several examples of

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gig work include e-hailing riding, e-commerce

delivery, computer programming, and online sellers.

In this paper, we aim to explore the job perceptions

among gig workers, focusing on online sellers’

perspectives.

2 Problem Formulation

In Malaysia, the higher cost and low wages of

permanent jobs have attracted people to be gig

workers. A report by New Strait Times stated that

half of Malaysian earn below RM2500 per month

with a median income of RM2250, [5]. This figure

shows that the number of Bottom 40% (B40) of the

Malaysian exceed the number of Middle 40% (M40)

and Top 20% (T20). Meanwhile, the average cost of

living in Malaysia for a single person was

RM2046.28 and RM7258.62 for a family with four

persons. The drastic increase in necessities forced

the involvement of gig workers in gig work in order

to survive the current needs with additional income.

In addition, for the unemployed people gig work is a

good option for them to generate income. Based on

data in November 2022 by the Department of

Statistics Malaysia, 600.9 thousand people were

unemployed in Malaysia. Meanwhile, EMIR

Research in 2020 reported that 26% of Malaysian

which is equivalent to 4 million workers were

involved as gig workers, [6]. In short, the main

motivation of people involved with gig work was to

fulfill the basic needs of high living costs today.

The involvement of the gig workers with

various backgrounds and the independent work

system raised the issue of the performance

measurement implemented. The performance of the

gig workers was crucial as they also became the

image carrier of the organization, they involved

such as the Grab driver and Foodpanda rider to have

high satisfaction from the customers. The

performance of the gig workers depended on the

satisfaction gained from the customers with the

service provided, [7]. Nevertheless, the gig workers

have low control over service quality with low

engagement of the standard operation procedure

(SOP) of the organization, [8].

3 Literature Review

The gig economy is a flexible job structure using

online applications as the main platform to interact

and complete the work between employers, gig

workers, and customers, [9]. The demand and

supply in the gig economy are done by matching the

availability of gig workers as suppliers with the

customer's demand, [10]. The industry that enters

the gig economy mainly comes from several sectors

such as transportation, services, selling, and leasing

where the involvement of gig workers exists in

many levels of jobs, [11]. The existing and

continuous demand from customers for gig workers

contributes to the gig economy establishment for the

long term, [12]. The influence of digitalization that

received positive responses from the users is also

seen as the opportunity for society to optimize their

income in the gig economy environment, [13].

Gig workers act as the main player in the gig

economy comprised of both unskilled and skilled

employees who can deliver the services demanded

by the customers, [14]. Other than freelancers, gig

workers are also known as contract workers, own

account workers, portfolio workers, or contingent

workers that will fulfill the freelance job without

prior employment relationship with the organization

as well as to the customers, [15]. Gig workers

complete the job based on their income and are not

bound to one specific organization only. The

process of selection, hiring, and supervising the

workers is made through an online platform with the

compatibility of the time, workload, and income

gains, [16]. Based on, [17], the gig workers that

perform gig works as the primary income enjoy the

work system offered by the gig economy. In

addition, the communication is done through an

online platform. However, job completion to a

particular company engages them with a sense of

belongingness towards the organization despite the

low contract job status. This is because gig workers

mostly have the freedom to choose the task that

suits them based on the workload and expectation,

[3]. The involvement of workers with different

levels of skills and knowledge in the gig economy

raised the issue of the quality of the task with the

informality and precarious work conditions. The

academic certificates owned by the gig workers give

assurance to the organization and customers on the

quality and productivity of the job in which the gig

workers were passing the assessment test in

technical and managerial view, [18].

Although the benefit of gig works is known,

however in a study conducted by [17]. They found

that gig workers who only focus on one job as their

primary income are likely to have lower incomes.

The benefit is greater if the workers have a variety

of jobs at once. In the long term, the dependence of

gig workers on a single job possibly provides low

assurance for people to survive in times when the

cost of living is steadily increasing, [19]. This

requires gig workers to be more creative in

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balancing the cost, time, and energy they spend on

every job or task. An organization that uses gig

workers' services to deliver their products and

services mostly aims to achieve cost-effectiveness in

human resource practices, [3]. The operational cost

for gig workers is mostly lower as compared to the

permanent job system, especially in terms of wages

and job security, [20].

Reviews of past studies related to gig work

demonstrate that this technology-based work system

available in the gig economy provides both positive

and negative impacts on workers. Based on, [21],

the service delivery does have fragmented the use of

mobile applications that disrupts the process of

delivery with the miscommunication issue occurs.

Therefore, gig workers require certain skills to be

able for them to feel the benefit of the gig work

system. The required skills such as self-presentation,

mentoring program, and support also can be

provided by the organization to ensure that the

performance of the workers is appropriate for the

employers as well, [22].

4 Methodology

Previous research reviews in online job platforms on

methodological aspects found that most of them

utilized content research, [23], [24]. The use of

quantitative study is also being employed by a few

studies, [25], [26]. The quantitative data were

analyzed by descriptive analysis with the

involvement of frequencies and correlation. Due to

the number of users on the internet not being

counted, the sampling for internet-based data

collection is almost obsolete, [27]. In response to

that, this study was influenced by the research

objective and scope for the determination of

research design and data analysis, [28]. Therefore,

to the exploratory nature of this study, the research

design was built based on qualitative data.

This study chooses online sellers as the

respondents due to the accessibility and willingness

of the respondents to participate. The online sellers’

numbers increased during and after the pandemic

which enabled them to offer services continuously

online to the customers. Based on the record in

2022, Malaysia has 29.49 million active internet

users with about 29.46 million mobile users and

14.43 million online shoppers. These numbers were

the recorded version and there is probability that

there are numbers of users that interact by direct

transaction in social media between buyers and

sellers. Most of the transactions in online selling

used online platforms such as Shoppee, Lazada, and

Facebook. Therefore, they are able to manage the

availability of the product offering through the

system built on the platform. Recently, online

sellers were varying that those that consider online

selling as the main income and as a part-time job

only. In this study, the online sellers chosen were

those that mostly become the middlemen between

suppliers of the main company and the customers.

The seller is also known as a dropship seller that has

the minimum probability to keep stock as it depends

on the demand from customers.

In the data gathering process, online interviews

were conducted with the respondents based on

respondents’ preferences time. The contents of the

interview questions focused on the respondent’s

experiences as gig workers in online selling in order

to delve into the practical situation of the work

process in the gig work system. This study used

snowball sampling to reach the next respondents

that related to the group of friends in the same circle

of online selling. The respondents willingly suggest

their friends will be broadened up until data was

saturated. Therefore, the focus of the respondents

does not deviate from the actual target respondents.

The data gained from the interview process will be

prepared on the transcripts and translated well into

one language before being interpreted. This study

applied thematic analysis by Braun & Clarke's Six

Step Thematic Analysis to identify the results.

Themes are gathered through the Braun & Clarke

thematic analysis framework involving six steps;

familiarization with the data, coding, searching for

themes, reviewing themes, defining, and naming

themes, and lastly writing up. Based on the analysis,

several themes were found to answer the research

questions. Table 1 shows the thematic analysis of

the research data.

Table 1. Braun & Clarke's six-step thematic

Analysis

Step

Process

Data

familiarization

The audio of the interviews was listened to

repeatedly to prepare for the transcript. After the

completion of the transcript, the researcher

familiarized the information through several

readings. All information was translated into

English to ensure the consistency of the terms and

concepts to form the themes from the transcript.

Coding

The respondent’s answers were analyzed to ensure

that the same interpretation is illustrated in each

word uttered. After that, the data was coded and

extracted.

Themes

searching

The answers from the coding process were

identified based on the similarities in meaning.

Themes

reviewing

The answers will check which irrelevant data will

be removed.

Themes defining

and naming

Each theme will be explained in detail. Each

theme will be identified with informative names.

Writing

Writing process to answer research questions.

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5 Findings

Several themes were identified through the data

analysis. After all stages were complete, the highest

number of themes fall under two factors: income

and skills.

5.1 Skills

Interviews data revealed that most respondents

spoke about skills required by gig workers due to

their job structure. In this regard, respondents

believed that gig workers need to equip themselves

with marketing and promotion skills and proficiency

in using social media. This is explained in relation

to the need to sell their products online and

differentiate their product from other sellers. While

product comparison can easily be made under an

online platform, both skills are considered important

for the respondent to perform their job as online

sellers. Respondents perceived that marketing and

promotion skills can be learned through job

experience as they will master their products from

time to time. Based on the respondents, the

communication skills, writing skills, technology

information, leader skills, and product knowledge

was getting by the gig workers along their journey

in the gig economy participants that learning

directly and indirectly

When we always deal with many types of customers.

So, we can learn how to manage and enhance our

skills every day(R10)

Entrepreneurship programs such as programs to

improve skills and autonomy skills are carried out

in an integrated manner for each sales company

because they want to train the autonomy of

employees to have knowledge and knowledge that

encourages entrepreneurship in each member(R22)

Consensus has arrived among respondents that the

challenge to possess both skills is to catch up with

technology. The fast-changing marketing strategy

trend requires respondents to put effort to learn an

updated skill. Some respondents take classes to

learn more about the products and the suitable

marketing strategy for a particular product. Too

much-updated marketing strategy today somehow

affects their level of understanding to catch up with

the technology.

By doing online jobs, we also need to know

knowledge of information technology such as the

software or application that we need to use. We also

must have skill expertise to use the software or

business-related application (R9)

Besides that, as the gig workers were fully using

media social as the platform for performing their

job, the slow internet connection was disrupting the

work process. Some of the places among the gig

workers not getting the convenience and fast

internet connection due to the limitation in finances

to buy the better package of the internet as well as

the places where they stayed did not have the right

connection. They also mention that in having

consistency in the job, they need a support system in

the form of material for promotion, finance, fast

internet connection, and the support team as the

coach.

Absolutely yes because it gives a lot of exposure to

do the job anywhere whether we are at home or at

the office and how our world today holds the

internet as a major source to do online business

(R14)

Provide assistance needed by online traders such as

financial assistance, internet access, and others

(R17)

Everything nowadays is on the internet, at your

fingertips, this means that the internet is important

for selling (R23)

Data gathered from the interviews also revealed that

most gig workers begin their business on social

media such as Facebook and Instagram. Other than

that, the source of knowledge also comes from the

online web such as Shopee and Lazada. Besides

that, the involvement of the gig workers in doing

side income mostly being influenced by the family

as well as the exposure from their friends.

5.2 Income

Most gig workers were doing online business due to

financial problems in response to the increasing

level of necessity of households today. Besides that,

the gig workers were doing the side job due to their

passion for business and the products that they sell

as some of them become consumers of that

particular product and have good experience with

the products.

Respondents relate the opportunity of getting

the most out of the gig works benefit through the

ability to deal with the competition and internet

connectivity.

We have unlimited income if we go the extra mile

and all out with our business (R8)

They compete to produce quality products and use

the best online sales platforms to generate good

income (R14)

Online selling is a huge field in the industry and

economy. We can go further and higher if we keep

committed to it. We can gain income, help others to

have income, and even contribute to the economy

(R24)

In order to ensure consistency in income

generation, respondents spoke about a few

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approaches they learned to increase revenue from

time to time. Half of the respondents had the set

target by the main company for the profit

calculation. Others learn to calculate their revenue

by themselves and count it manually on their own

understanding. The ability to have a specific target

influences the level of income they receive as well

as getting appreciation from the supplier or

organization of the products. However, after some

time, most respondents agreed that they are able to

set their own timeline for sales and revenue.

Punctuality and commitment are also mentioned by

gig workers as crucial criteria for performing gig

work effectively.

I have my target to sell my scarf at least 20 pcs in a

month. So basically, I just promote it via social

media twice per day at least (R9)

Wages depend on the sales results if the sales

obtained are few then the results are small if there

are many then the results are many and if they reach

the target every month, they will get a bonus as

promised by the company while for salaried jobs

their wages are parallel and fixed every month

despite working hard and carelessly (R20)

Punctuality and continuous commitment to achieve

the sales target, for example, every month the agent

must spend sales at a certain rate (agents have to be

diligent in selling their sales as well as possible and

cooperate if other agents get customers from

different locations can give or pass to the agent in

the location involved because sustenance needs to

be shared) (R21)

6 Discussions

The findings of the study showed that the work

environment largely influenced the gig workers’

perceptions of their job. This is mainly due to the

differences between gig workers who use online

platforms as compared to those permanent workers

who interact through physical venues. The

independent nature of gig workers' implementation

leads to personal understanding and expectations of

performance measurement and evaluation. The

perception of gig workers is pertinent to

understanding the implementation of gig work and

its influence on their performance.

The main perception of respondents in this

study is tailored towards the use of gig work as an

income and additional skills generation.

Particularly, respondents are motivated to get

involved in gig work mainly because of the purpose

of getting income for their personal and family

needs. Though, the flexible nature of gig works

leads to uncertainty of the income gaining in which

the workers will have their own option in income

generation level, [29]. The process of income

generation gained through the involvement of online

sellers becomes the main motivation of gig workers

to enhance their productivity in jobs. This is because

online sellers can put effort to gain their own target

and ensure that their personal can be fulfilled.

Pushing aside the standard employment as the

permanent workers, the entering of the gig workers

into the job was not bounded to the specific

requirement that enable them to perceive the job as

the source of income with perception on measuring

their own performance based on the income gaining.

Gig work has been the best option for most

respondents due to the flexibility to enter

employment without strict rules. This situation

started from the beginning of job involvement that

did not emphasize specific criteria for them to

become gig workers. Organizations that employ gig

workers tend to hire as many as possible workers,

[30]. The low requirement for job entering widens

the opportunity for anyone to get involved as an

online seller with their existing skills. The entering

of gig workers into the gig work enables the

opportunities to have additional skills that are

learned indirectly on the job implementation. Gig

workers become productive in emotions and

activities viably by applying compatible job-related

skills and enhancement of skills in response

throughout the work process, [3]. Along the work

journey, multiple skills can be possessed by time as

it enables a smooth work process. Aside from the

existing skills, online sellers are able to gain

additional skills that can be gained directly and

indirectly.

Performance evaluation among the online

sellers was based on their own evaluation and

expectation. This differs with those who work

permanently in the organization where the

expectations were set by the superior based on

organizational expectations. Being gig workers

allow online sellers to involve with more than one

organization. The gig workers are able to increase

their survival rate of the workers with the

probability that unlimited and never end works

demand in the gig economy, [14]. The chances to

have a job in gig work were high with the various

sources and organizations that used and

crowdsourced the services of gig workers.

Online selling works through technological

applications to respond to each other. Digitalization

and technological advancement play an important

role in employment matters as well, [13]. As the

emergence of social media appears recently, the

utilization of it was seen to help society in dealing

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with the high cost of living impact as well. The

agility of this work arrangement is discussed in

terms of the potential of this flexible work structure

to assist with the financial difficulties recently. This

suggests that the differences between traditional

employment and gig work are not the hindrance for

the people to believe in the potential of gig work

despite the unskilled and skilled workers involved,

[14]. The gig workers in this study also found that

skills in handling technological applications as the

most crucial skills that enhance fast interaction and

transaction by having the right track in business

innovation for them.

The involvement of gig workers in online

business is one of the signs of income contribution

in the Malaysian economy as the business industry

now takes many online traders as middlemen to

convey the benefits of their products through social

media. Further, workers that enjoy the gig economy

identified it as a pull factor for them to reject

permanent employment due to work and life

satisfaction, [17]. The flexible time of work, [9],

enables the gig workers to have their own strategy

for gaining more income with high sales volume,

[3]. Therefore, income was identified as gig

workers' job performance measurement. This may

enhance the agility of the gig work structure to

reduce the unemployment rate in Malaysia.

7 Conclusions

The perceptions of the gig workers towards the

workers in the gig economy as their savior in the

economic problem were well implemented with

various evidence. Despite the less employment

relation with the organization in the gig economy,

the gig workers are able to surround themselves

with the positive sides of alliance with different

organizations. As for the online sellers, various

product features and functions were well identified

by them along with the involvement in online

selling due to the need for knowledge skills in

product promotion. Directly and indirectly, the

online seller is able to possess skills including

communication skills, technology information skills,

writing skills, leadership skills, and product

knowledge.

The increased cost of living and higher

uncertainties in the business environment, locally

and globally, also push the labor market towards

many changes. An effective work system for gig

workers is important to ensure this new employment

type could bring benefits to the community in the

long run. The effectiveness of the system can be

viewed through its sustainability in bringing the

potential to many related parties. This paper offers

preliminary insights into the potential of a gig work

system for sustainable employment for the

community. Further empirical investigation is

needed to examine the effectiveness of the proposed

framework.

Theoretically, this study has contributed to the

additional literature in the gig economy field

focusing on online sellers’ perspectives as one of the

players in the gig economy. The opinion of the

online sellers becomes the reference as one of the

various gig workers in the gig economy.

Practically, this study has provided insights

towards the online sellers on the value they

perceived along the involvement in the gig economy

as well as how the income generation in the gig

economy contribute towards their skills additional

and improvement. The facilitation of technology

also along with the job involvement of online selling

can be noted as it acted as the additional skills

enhancement that also can be applied to their future

career. As for the policymakers, the use of the broad

internet and online transaction opens up broad

sources of data privacy leakage and security that

should be emphasized more with strict and proper

guidelines. Therefore, the authorities should take

preventive measures to ensure that the users’ data

was stored in a safe database.

This study has focused only on online sellers’

perspectives to represent the gig workers in the

chosen research context. This limitation can be

improved by considering other types of gig works to

compare the perception among gig works groups

and enhance the understanding of gig works

structure. For instance, the coverage can be

expanded to recently popular gig workers jobs such

as Grab and Foodpanda drivers, freelance designers,

and others. Exploration of the impact of gig works

on social sustainability may also be worth

considering the financial difficulty facing many

people in the current economic uncertainty.

Acknowledgment:

This research is supported by the Postgraduate

Research Grant Scheme (PGRG/2019/551939/9)

from Universiti Malaysia Terengganu.

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Contribution of Individual Authors to the

Creation of a Scientific Article (Ghostwriting

Policy)

The authors equally contributed to the present

research, at all stages from the formulation of the

problem to the final findings and solution.

Sources of Funding for Research Presented in a

Scientific Article or Scientific Article Itself

This research is supported by the Postgraduate

Research Grant Scheme (PGRG/2019/551939/9)

from Universiti Malaysia Terengganu.

Conflict of Interest

The authors have no conflicts of interest to declare

that are relevant to the content of this article.

Creative Commons Attribution License 4.0

(Attribution 4.0 International, CC BY 4.0)

This article is published under the terms of the

Creative Commons Attribution License 4.0

https://creativecommons.org/licenses/by/4.0/deed.en

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WSEAS TRANSACTIONS on COMPUTER RESEARCH

DOI: 10.37394/232018.2023.11.16

Syuhaida Bt Mohamed@Jaafar,

Nik Hazimah Bt Nik Mat

E-ISSN: 2415-1521

188

Volume 11, 2023