بررسی علل تغییر رفتار مصرف‌کنندگان سیستم‌های حمل‌ونقل مبتنی بر درخواست با رویکرد زیست‌بوم نوآوری

نوع مقاله : علمی - پژوهشی

نویسندگان

1 گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 دانشیار گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.

چکیده

هدف: پژوهش حاضر باهدف یافتن علل تغییر رفتار مصرف‌کنندگان پلتفرم‌های دیجیتال حمل‌ونقل مبتنی بر درخواست برخط در کشور ایران انجام شده است.
روش‌شناسی: این پژوهش از لحاظ هدف کاربردی بوده و از رویکرد کیفی بهره برده است. در پژوهش حاضر تجزیه‌وتحلیل داده‌ها با روش تحلیل لایه‌ای علت‌ها انجام گرفت. پژوهش ارائه شده با استفاده از مطالعه کتابخانه‌ای و تکنیک دلفی متشکل از 18 خبره دانشگاهی و کسب‌وکار سعی در مطالعه پدیده موردنظر داشته است.
یافته‌ها: یافته‌های پژوهش علل متعددی برای تغییر رفتار مصرف‌کنندگان در زیست‌بوم نوآوری پلتفرم‌های دیجیتال حمل‌ونقل مبتنی بر درخواست برخط در چهار سطح نشانه‌ها، سطح سیستمی، سطح جهان‌بینی و سطح استعاره‌ها و اسطوره‌ها نشان داده است. مهم‌ترین یافته‌ها در سطح سیستمی و استعاره‌ها و اسطوره‌هابودند. یافته‌های سطح سیستمی شامل ستفاده از ابزارهای فناوری اطلاعات، کلان روندهای جدید (کلان روند توجه بیشتر به محیط‌زیست و کلان روند افزایش کارایی)، اقتصاد اشتراکی و افزایش بهره‌وری است. یافته‌های سطح استعاره‌ها و اسطوره‌ها نیز شامل تمایل ذاتی بشر به‌سهولت حداکثری، تمایلی ذاتی بشر به کمترین عدم اطمینان، نیاز به شفافیت، تمایل به بیشترین صرفه‌جویی در منابع و زمان است.
نتیجه‌گیری: انتظار مصرف‌کنندگان برای بهبود پیوسته، احتمالاً موجب شکل‌گیری نوآوری‌های بیشتر در این زیست‌بوم خواهد شد. در این زیست‌بوم همچنین ظهور بازیگران جدید برای دستیابی به سهولت بیشتر، شفافیت بیشتر، کاهش عدم اطمینان و صرفه‌جویی بیشتر در منابع و زمان دور از انتظار نیست.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating consumer behavior change in ride-haling plaforms with the innovation ecosystem approach

نویسندگان [English]

  • Mohammad Ehsan Zandi 1
  • Fatemeh Saghafi 2
1 Department of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran
2 Associate Professor, Department of Industrial Management, Faculty of Management, University of Tehran
چکیده [English]

Objective: The present study aimed to find the reasons for consumers behavior change in ride-hailing innovation ecosystem in Iran.
Methodology: This research is applied in terms of purpose and used a qualitative approach. The present study has used causal layered analysis. This research has tried to study the phenomenon by using a library research and Delphi technique consisting of 18 academic and business experts.
Findings: There are several reasons for consumers behavior change in ride-hailing innovation ecosystem at four levels of litany, system, worldview and metaphor and myth. The most important findings were at the systemic level and metaphors and myths. System-level findings include the use of information technology tools, new mega trends, sharing economy and increasing productivity. Findings at the level of metaphors and myths also include the innate human tendency for maximum ease, the innate human tendency for the least uncertainty, the need for transparency, the tendency to save the most resources and time.
Conclusion: Consumers' expectation of continuous improvement is likely to lead to more innovations in this ecosystem., the emergence of new actors to achieve greater ease, greater transparency, reduce uncertainty and save more resources and time is expected.

کلیدواژه‌ها [English]

  • Innovation
  • Innovation Ecosystem
  • Consumer Behavior
  • Sharing Economy
  • Causal Layered Analysis

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  • تاریخ دریافت: 06 اردیبهشت 1401
  • تاریخ بازنگری: 19 تیر 1401
  • تاریخ پذیرش: 23 تیر 1401

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