Representing Precarious Work in the Sharing Economy through (De)motivations of Uber Contractors

Anne-Marie Tuikka*, Abayomi Baiyere, Kai K. Kimppa

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


The potential contribution of sharing economy to the global
economy is increasing. Despite this, there are unanswered questions
related to corporate social responsibility in the sharing economy. In this
article, we draw from a case study on Uber and its contractors to
understand the precarious work entangled to their relationship in two
contexts. By unpacking the motivating and demotivating dimensions of
this relationship in two context, the United States and Finland, we explore
the underlying phenomenon of precarious work in the context of sharing
Original languageEnglish
Title of host publicationProceedings of the 32nd Bled EConference: Humanizing Technology for a Sustainable Society
EditorsAndreja Pucihar, Mirjana Kljajič Borštnar, Roger Bons, Juergen Seitz, Helen Cripps, Doroteja Vidmar
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2019
ISBN (Print)9789612862800
Publication statusPublished - 2019
Event32nd Bled EConference: Humanizing Technology for a Sustainable Society - Bled, Slovenia
Duration: 16 Jun 201919 Jun 2019


Conference32nd Bled EConference


  • sharing economy
  • Platform economy
  • Ride sharing
  • Precarious work
  • Uber

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