تبیین اثر تغییر در میزان تمرکز توان های کنشی سکوی دیجیتال بر تمایل کاربران

نوع مقاله : پژوهشی

نویسندگان

1 دانش آموخته دکتری، دانشگاه شهید بهشتی، تهران، ایران

2 دانشیار، دانشگاه شهید بهشتی، تهران، ایران

3 استادیار، دانشگاه تربیت مدرس، تهران، ایران

چکیده

اهمیت اقتصاد اشتراکی در تغییر رفتار مصرف‌کنندگان و مدل‌های کسب‌وکار و به‌ویژه ظهور کسب‌وکارهای سکوی دیجیتالی، سبب شده مفاهیم جدیدی همچون اقتصاد سکوی دیجیتالی، تمرکززدایی از سکوهای دیجیتال‌ و ارتباط آن با ادراک و رفتار کاربران مورد توجه محققان قرار گیرد؛ از این ‌رو هدف این پژوهش، بررسی تأثیر تمرکززدایی از توان‌‌های کنشی‌ سکوی دیجیتال بر تمایل به استفاده از تاکسی اینترنتی و شناسایی الگوی رفتاری مسافران تاکسی‌های اینترنتی در شرایط غیرمتمرکز است. این پژوهش از لحاظ هدف کاربردی و از نظر نحوه‌ گردآوری داده‌ها، توصیفی، از نوع همبستگی و مبتنی بر مدل معادلات ساختاری است. جامعه هدف پژوهش کاربران تاکسی‌های اینترنتی و روش نمونه‌گیری غیرتصادفی، از نوع در دسترس بود. برای جمع‌آوری داده‌ها از پرسشنامه‌ و برای تحلیل آن‌ها از مدل‌سازی معادلات ساختاری و نرم‌افزار اسمارت‌پی‌ال‌اس 0/2 و اس‌پی‌اس‌اس استفاده شد. مطابق نتایج پژوهش، مؤلفه‌های پژوهش یعنی نگرش نسبت به رفتار، هنجارهای ذهنی و کنترل رفتاری ادراک‌شده بر قصد استفاده از تاکسی اینترنتی غیرمتمرکز تأثیر مثبت دارد. هم‌چنین قصد استفاده از تاکسی اینترنتی غیرمتمرکز در بین مسافران بر اساس جنسیت، شغل، تعداد دفعات استفاده در ماه و طول مدت استفاده از تاکسی اینترنتی متفاوت است. به‌علاوه مشخص شد که وضعیت تأهل، سن، درآمد و میزان تحصیلات تأثیری بر قصد استفاده ندارند؛ بنابراین صاحبان کسب‌وکارهای سکوی دیجیتالی می‌توانند با سازمان‌دهی غیرمتمرکز ایجاد توان‌های کنشی، از بروز رفتارهای بعضاً مخرب کاربران نظیر مقاومت کردن در برابر سیستم یا انتخاب سکوهای دیجیتال جایگزین جلوگیری کرده، قصد استفاده از تاکسی‌های اینترنتی را در میان مسافران افزایش دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Explaining the effect of the change in the degree of concentration of the digital platform's capabilities on the users' desire

نویسندگان [English]

  • Zainab Aboutalebi NasrAbad 1
  • Manijeh Gharache 2
  • Elham Yavari 3
  • Bahman Hajipour 2
1 PhD Graduated, Shahid Beheshti University, Tehran, Iran
2 Associate Professor, Shahid Beheshti University, Tehran, Iran
3 Assistant Professor, Tarbiat Modares University, Tehran, Iran
چکیده [English]

    Introduction: The importance of sharing economy in changing the behavior of consumers and business models and especially the emergence of platform businesses has caused new concepts such as platform economy, decentralization of platforms and its relationship with user perceptions and behaviors to be noticed by researchers. Fully centralized management of digital platforms has forced users - on both supply and demand sides – to circumvent reactions such as system resistance by circumventing the system, play the system or select alternative options– to reduce the effect of platform control and achieving their desired results. Despite the fact that the main claim of the businesses of the sharing economy has been the elimination of intermediaries on the demand side and the creation of free spaces on the supply side, we see it every day new intermediation and the comprehensive domination of platforms in the form of algorithmic management and Gig economics. It seems that using the power of users in proportion to their level of readiness to implement the affordances of the platform and their participation in decisions related to their requested service, not only can lead to increased use, but also it can be as a competitive advantage for digital age businesses. In this article, with the help of Theory of Planned Behavior, the effect of platform decentralized organizing on the performance of such businesses is investigated. Therefore, the aim of this research is to investigate the effect of decentralization of platform affordances on the willingness to use internet taxi and to identify the behavioral pattern of internet taxi passengers in decentralized conditions.
   Methodology: This research is applied in terms of purpose and descriptive in terms of data collection, correlation type and based on structural equation model. The target population of the research was internet taxi users and the non-random sampling method was available and A statistical sample of 481 ride-hailing users in Iran was used to test the hypotheses; Questionnaires were used to collect data The method of data analysis is structural equation modeling with partial least squares approach and using SmartPLS6/2 and SPSS software. Validity (content and structure) and reliability (factor load coefficients, Cronbach's alpha and combined reliability) of the research questionnaire were confirmed. And the general model of this research has a very strong fit and is approved.
   Results and Discussion: According to the research results, The findings of this research showed that mental norms, perceived behavioral control and attitude have a positive and significant effect on the intention to use a decentralized internet taxi and it was confirmed that the decentralization of affordances of an internet taxi increases the positive attitude of users and the intention to use. . In other words, the relationships among main structs (: attitud, subjective norms and perceived behavioral control) were positive and meaningful, which was anticipated according to the theory of planned behavior. It has also been shown that the intention to use decentralized internet taxi among passengers is different based on gender, occupation, number of times of use per month and duration of using internet taxi. In addition, it was found that marital status, age, income and level of education do not affect the intention to use. In addition, it was found that marital status, age, income and level of education did not affect the intention to use significantly; it means Women tend to decentralize more than men. Among different occupational groups, housewives had the highest intention and the unemployed had the lowest intention.
Conclusion: Platform business owners can prevent the occurrence of sometimes destructive behaviors of users, such as resisting the system or choosing alternative platforms, by decentralizing the organization of affordances, and increase the intentions to use ride-hailing application. It is also necessary for travelers to feel more empowered to make decisions about proposed travel options based on their demographic characteristics. For example, they can design and develop applications in such a way that female employee users feel that their power of choice is higher and they can choose the desired option with the knowledge of the data required for a desirable trip. With this approach, the users' attitude towards It is developed to applications and control their perception on applications. In addition, Internet taxi application service providers, if they wish to experience an increase in Internet taxi travel, need to understand the importance of subjective norms in the preliminary stage of adoption of decentralized Internet taxi applications, and need to know how to promote positive word-of-mouth with the help of strategies. Consider effective marketing.

کلیدواژه‌ها [English]

  • Theory of planned behavior(TPB)
  • Decentralization
  • Internet taxi
  • Ride-hailing services

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فصلنامه مطالعات مدیریت راهبردی
دوره 14، شماره 55
مهر 1402
صفحه 1-24

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  • تاریخ دریافت: 23 تیر 1401
  • تاریخ بازنگری: 21 شهریور 1401
  • تاریخ پذیرش: 27 بهمن 1401

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