스타트업의 플랫폼노동 이용요인에 관한 탐색적 연구

Digitalization, demographic changes, and shifts in work patterns are profoundly impacting corporate management. Recently, platform labor, a work arrangement that matches tasks via apps and web platforms, has been spreading, particularly among small and medium-sized enterprises (SMEs) and startups that often face human resource constraints. This study conducts a qualitative investigation to explore the factors influencing startups' use of platform labor, incorporating insights from in-depth interviews. The research integrates the Value-Based Adoption Model (VAM) and the Technology- Organization-Environment (T.O.E) framework, commonly applied in studies on the adoption of innovative technologies and new services, to analyze the factors affecting platform labor utilization by startups across five dimensions: benefits, sacrifices, technology, organization, and environment. The analysis reveals that the primary benefits for startups using platform labor include increased operational efficiency, cost savings, and job satisfaction. However, key sacrifices involve concerns about uncertainty, information security, and financial burdens. Technological factors such as readiness and suitability for platform labor, organizational factors like managerial support, company size, and internal communication, as well as environmental factors including observability and external support, were identified as significant influences on platform labor adoption. The significance of this study lies in its focus on the demand-side perspective of platform labor, particularly from the viewpoint of startups. While previous research on platform labor has predominantly centered on the need for regulatory adjustments and the improvement of working conditions for labor suppliers, this study addresses the needs and considerations of startups as key consumers of platform labor. By identifying the factors influencing platform labor adoption through interviews with startup founders and employees, this research lays the groundwork for future empirical studies. Furthermore, the practical insights provided by this study are expected to contribute to the development of support policies for startups and the creation of a sustainable startup ecosystem.