Striving for the self: A self‐regulation model of positive identity maintenance in platform‐based gig drivers

Summary Research has focused on the effects of the organizational setting on work identity. However, platform‐based gig work in particular features challenges to developing a positive work identity, such as high autonomy in the absence of organizational structure, and often the lack of a clear occupational title. We conducted focus groups with platform‐based gig drivers ( N = 53) and analyzed our data with an abductive approach, applying concepts from self‐regulation theories. Our model presents commitment to career success goals as a mechanism linking higher‐order abstract identity and lower‐order concrete task goals. The career success goals that workers prioritize provide the criteria for achieving a positive work identity. Gig drivers desired to attain goal states such as higher earnings and autonomy that may be indicative of career success. Goal prioritization by oneself, given multiple desirable career success goals, could be overwhelming. Yet, compared to traditional workers, independent gig workers are also granted greater freedom to prioritize the career success goals that are perceived as achievable, to protect a positive work identity. Our study thus has implications for identity theory and self‐regulation. We discuss practical implications to support independent workers given how they conceive of career success and positive work identity.