چگونه بازیگران طرف عرضه در اکوسیستم پلتفرم‌ها تمایل به مشارکت و همکاری دارند؟

نوع مقاله : پژوهشی کیفی

نویسندگان
1 دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.
2 کارشناسی ارشد، مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران.
چکیده
امروزه در دنیای پر رقابت کسب‌و‌کارهای پلتفرمی از دغدغه‌های مهم صاحبان پلتفرم، درگیر‌سازی یا مشارکت و همکاری گروهی بازیگران پلتفرم است. از‌این‌رو با توجه به اهمیت موضوع پژوهش حاضر به طراحی الگو درگیرسازی بازیگران طرف عرضه در اکوسیستم پلتفرم پرداخته شده است. پژوهش حاضر به لحاظ هدف کاربردی و به لحاظ راهبرد تحلیل تم یا مضمون است. نمونه‌گیری در این پژوهش در دسترس و تجزیه‌وتحلیل و گردآوری داده‌ها به روش کیفی و از راه مصاحبه گردآوری شده است. در پژوهش حاضر از 15 نفر از بازیگران طرف عرضه پلتفرم خدمات تاکسی، یعنی رانندگان که به‌عنوان خدمت ‌دهنده فعالیت دارند و تمایل استفاده از یک پلتفرم تاکسی اینترنتی نسبت به تاکسی‌های اینترنتی دیگر در آنها بیشتر بوده است، مصاحبه عمیق انجام شده است. پس از پیاده‌سازی مصاحبه‌ها و بررسی دوباره آنها کدگذاری انجام شد که در مجموع 89 کدخام از مصاحبه‌ها استخراج شد و در نهایت به‌دلیل شباهت‌ها از لحاظ معنایی و مفهومی، کدها به 13 مضمون پایه و 6 مضمون سازمان‌دهنده تبدیل شده است. مضامین سازمان ‌یافته شامل رهبری پلتفرم، حاکمیت و باز‌ بودن پلتفرم، تمایل به چند خانگی خدمت‌دهندگان، تسهیلات پلتفرم برای خدمت‌دهندگان، زیرساخت فناوری پلتفرم و عوامل فرهنگی است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

How do supply-side actors in the platform ecosystem tend to engagement?

نویسندگان English

Masoumeh Hosseinzadeh Shahri 1
Maedeh Ghasemi 2
Parisa Mansouri Nazargholi 2
1 Department of Management, Faculty of Social Sciences and Economics, Alzahra University Tehran, Iran.
2 Master of Business Administration, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
چکیده English

Today, in the highly competitive world of platform businesses, one of the important concerns of platform owners is the involvement or participation and group cooperation of platform actors. Therefore, according to the importance of the topic of the present research, the model of involvement of supply side actors in the platform ecosystem has been designed. The present research is applied in terms of the objective and in terms of the theme or theme analysis strategy. Sampling in this research is available and analysis and data collection is done through qualitative method and interviews. In the present study, 15 actors from the supply side of the taxi service platform, i.e. the drivers who work as service providers, and the desire to use an internet taxi platform was more among them than other internet taxis, were interviewed in depth. After the implementation of the interviews and their re-examination, coding was done, and a total of 89 raw codes were extracted from the interviews, and finally, due to the similarities in terms of meaning and concept, the codes were converted into 13 basic themes and 6 organizing themes. Organized themes include platform leadership, platform governance and openness, propensity for server multihoming, platform facilitation for servers, platform technology infrastructure, and cultural factors.

کلیدواژه‌ها English

platform ecosystem
Involvement of supply-side actors in the platform
Governance and openness of the platform
willingness to multihome servers
leadership of the platform
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