电子商务与零工就业——基于网络兼职招聘大数据的经验研究

E-commerce Expansion and Gig Employment: An EmpiricalStudy Based on Big Data Analysis of Online Gig Jobs Recruitment

摘要:

近年来,电子商务发展出许多新的商业模式,如直播带货、社交电商、智慧物流等,这促进了零工经济的发展,催生出大量新型零工就业岗位。然而,受限于新型就业数据的可得性,鲜有研究关注电子商务对新型就业的影响。为研究电子商务对零工就业工资的影响效应及其作用机制,文章收集网络兼职招聘平台的零工招聘数据,并将之与商务部公布的城市电子商务示范企业数据相匹配,实证研究发现：电子商务的发展能显著提升当地的零工工资水平,且该结论在考虑内生性问题及一系列稳健性检验后依然成立。机制分析表明,电子商务通过地区企业集聚效应、提升创业活跃度和增加零工岗位需求等渠道影响零工工资。异质性分析发现,电子商务对零工工资的推动作用在电子商务相关岗位以及经济发展水平更高的地区中更明显。因此,地方政府应该有效利用政策引导、资金支持和公共服务等手段,加强电子商务产业园区建设,持续优化地区创业环境,积极促进零工服务平台的建立,实现电子商务企业和零工之间便捷高效的匹配,推动电子商务与零工经济的高质量发展。

Abstract:

In recent years, e-commerce has developed many new business models, such as live delivery, social e-commerce, smart logistics, which has promoted the development of the gig economy and generated a large number of new gig jobs. However, the impact of e-commerce on new jobs has received little attention due to the limited availability of data on new employment. To investigate the influence of e-commerce on gig employment wages and its underlying mechanism, this paper collected the gig recruitment data from online part-time job platforms and matched it with data from urban e-commerce demonstration enterprises published by the Ministry of Commerce. The empirical research reveals that the development of e-commerce can significantly enhance local gig wages even after considering the endogeneity issues and a series of robustness tests. The mechanism analysis demonstrates that e-commerce affects gig wages through three channels: regional enterprise agglomeration effects, improving entrepreneurial activity, and increasing demand for gig jobs. The heterogeneity analysis indicates that the promotion effect of e-commerce on gig wages is more obvious in e-commerce-related jobs and regions with higher economic development level. Therefore, local governments should effectively employ measures such as policy guidance, financial support, and public services to strengthen the construction of e-commerce industrial parks; continuously optimize regional entrepreneurial environments, actively promote the establishment of gig service platforms, facilitate convenient and efficient matching between e-commerce enterprises and gig workers, ultimately promoting high-quality development of e-commerce and gig economy.