The Impact of Online-to-Offline Food Delivery Platform on Employment in China

Zhen Yang ()
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Zhen Yang: Chiang Mai University, Graduate School

A chapter in Proceedings of the 2025 3rd International Academic Conference on Management Innovation and Economic Development (MIED 2025), 2025, pp 675-682 from Springer

Abstract: Abstract 200 online catering vendors and 200 food delivery riders were surveyed to quantitatively analyses the double influence of O2O food delivery platforms on employment. According to data, the platform increased 37% average orders from merchants, driving up demand for positions like kitchen operators and digital marketing specialists by 50%, with 63% of merchants mastering digital skills. Among riders, 78% recognized flexibility in working time, 33% more than traditional services, while only 12% had work injury insurance, 2.3 times higher than traditional industries. According to regression analysis, 27.9% of customer satisfaction could be explained by platform dependence and income growth, while only 4.5% could be explained by work flexibility. The research calls for setting up a classified protection mechanism for platform staff and standardizing algorithm transparency to balance efficiency and fairness.

Keywords: O2O platform; gig economy; employment quality; rights protection; algorithmic governance (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-835-6_72

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