Factors influencing digital outsourcing companies to adopt digital work: An investigation using Q‐methodology

Abstract

This study investigated the perspectives of digital outsourcing companies to determine what motivates them to adopt digital work. The perspectives assist in formulating strategies for encouraging companies to outsource to digital workers. Therefore, the objective of this study was to (1) determine the perspectives of digital outsourcing companies regarding the adoption of digital work and (2) explore how digital work can contribute to Sustainable Development Goal 8. The study makes three contributions: methodological, practical, and theoretical. The methodological contribution is through Q‐methodology, which identifies patterns of perspectives and motivations of digital outsourcing companies. Four perspectives were identified through this methodology, two social perspectives (productivity‐oriented and digital worker‐oriented perspectives) and two emerging perspectives (platform‐oriented and flexible perspectives). The perspectives show that it is essential that digital workers are well equipped in terms of work ethics, technical skills, and other skills to ensure that these are aligned with the needs of digital outsourcing companies. Second, the study contributes to practical methods to motivate companies to outsource to digital workers. Lastly, the study provides new insights into the perspective of digital outsourcing companies, a topic that has received little attention, especially in the context of developing countries.