Understanding gender diferences in pricing strategies in online labor marketplaces

Abstract

The growing online gig economy provides ways for women to participate in a fexible, remote workforce and close the ofine gender pay and participation gap. While women in online labor marketplaces earn about as much overall as men, women set lower bill rates suggesting gender diferences in pricing strategies. In this study, we surveyed 392 freelancers in the USA (US) on the popular marketplace platform, Upwork, to understand strategies used to set hourly bill rates. We did not fnd gender diferences in pricing strategies that were signifcantly related to bill rate. Instead, we found that other factors, such as full-time freelancer status and level of self-esteem, may help explain gender diferences in bill rates. To better support equity and fairness in the growing gig economy, CHI researchers must identify, assess, and address the complex interaction between societal conditions in online labor markets.