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Sci.","Behavioral Sciences"],"abstract":"<jats:p>Algorithmic gamification has become an important tool for gig platforms to shape labour input; however, its relationship with the proactive service behaviour of gig workers remains unclear. Drawing on attribution theory, this study developed a dual-path model linking algorithmic gamification to gig workers\u2019 proactive service behaviour through commitment attribution and control attribution, with algorithmic procedural fairness as a boundary condition. The results indicate that algorithmic gamification is positively associated with proactive service behaviour through commitment attribution and negatively associated with it through control attribution. Further analyses revealed that the indirect effect through commitment attribution was larger in absolute magnitude than that through control attribution, yielding a statistically significant positive total indirect effect. Moreover, algorithmic procedural fairness strengthens the positive association between algorithmic gamification and commitment attribution and attenuates its positive association with control attribution. At high levels of algorithmic procedural fairness, the conditional indirect effect of control attribution was not statistically significant. By examining workers\u2019 attributions of platform intent, this study identifies two mechanisms linking algorithmic gamification to extra-role service behaviour and offers managerial implications for the design of algorithmic gamification on gig platforms.<\/jats:p>","DOI":"10.3390\/bs16091688","type":"journal-article","created":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T09:01:38Z","timestamp":1789981298000},"page":"1688","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Algorithmic Gamification and Gig Workers\u2019 Proactive Service Behaviour: An Attribution Theory Perspective"],"prefix":"10.3390","volume":"16","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2033-1136","authenticated-orcid":false,"given":"Yepeng","family":"Wu","sequence":"first","affiliation":[{"name":"School of Economics and Management, Hubei University of Technology, Wuhan 430068, China"},{"name":"Hubei Digital Industrial Economy Development Center, Hubei University of Technology, Wuhan 430068, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0004-9086-0203","authenticated-orcid":false,"given":"Xin","family":"Yan","sequence":"additional","affiliation":[{"name":"School of Business Administration, Anhui University of Finance and Economics, Bengbu 233030, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yuanyuan","family":"Jiao","sequence":"additional","affiliation":[{"name":"Business School, Nankai University, Tianjin 300071, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,9,19]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"670","DOI":"10.2307\/256705","article-title":"Effects of human resource systems on manufacturing performance and turnover","volume":"37","author":"Arthur","year":"1994","journal-title":"Academy of Management Journal"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1111\/joms.12870","article-title":"Algorithms and their affordances: How crowdworkers manage algorithmic scores in online labour markets","volume":"60","author":"Bellesia","year":"2023","journal-title":"Journal of Management Studies"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"114685","DOI":"10.1016\/j.jbusres.2024.114685","article-title":"Gamification in workforce training: Improving employees\u2019 self-efficacy and information security and data protection behaviours","volume":"179","author":"Buil","year":"2024","journal-title":"Journal of Business Research"},{"key":"ref_4","first-page":"203","article-title":"Understanding HRM\u2013firm performance linkages: The role of the \u201cstrength\u201d of the HRM system","volume":"29","author":"Bowen","year":"2004","journal-title":"Academy of Management Review"},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"185","DOI":"10.1177\/135910457000100301","article-title":"Back-translation for cross-cultural research","volume":"1","author":"Brislin","year":"1970","journal-title":"Journal of Cross-Cultural Psychology"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"259","DOI":"10.1007\/s10551-023-05584-w","article-title":"Redemption through play? 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