پیشایندهای وفاداری کاربران در پلتفرم‌ها از دیدگاه اثرات شبکه

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران

2 کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا، تهران، ایران

3 کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصاد دانشگاه الزهرا تهران ایران.

10.52547/jbmp.2023.230786.1468

چکیده

هدف: یکی از مهم‌ترین چالش‌های اصلی کسب‌وکارهای پلتفرمی ازدست‌دادن مشتریان باارزش است و وفادارسازی مشتریان من‌جمله هدف‌هایی است که کسب‌وکارهای پلتفرمی به دنبال آن هستند؛ لذا هدف از انجام این پژوهش بررسی پیشایندهای وفاداری کاربران در پلتفرم‌ها از دیدگاه اثرات شبکه است.
روش‌شناسی: این پژوهش از لحاظ هدف، کاربردی و از لحاظ راهبرد پژوهش، تحلیل تم یا مضمون است. داده‌ها از طریق مصاحبه عمیق گردآوری شده است. ویژگی این افراد استفاده و ترجیح یک پلتفرم تا کسی اینترنتی برای انجام فعالیت خود بوده است. جمع‌آوری داده‌ها تا مرحله اشباع نظری ادامه یافت و تعداد 19 مصاحبه عمیق انجام گرفت.
یافته‌ها: پس از اشباع نظری و پیاده‌سازی مصاحبه‌ها فرایند کدگذاری انجام شد و 250 کد خام استخراج گردید و درنهایت به دلیل کثرت کدهای مشابه از لحاظ معنایی و مفهومی، کدها تبدیل به 12 مضمون پایه و 6 مضمون سازمان‌دهنده شد. مضامین سازمان‌یافته شامل پاداش به مشارکت‌کنندگان، مشارکت با یک پلتفرم و یا صنعت دیگر، ارتقای زیر ساخت پلتفرم، مکانیسم بازخورد مثبت بین طرف تقاضا و عرضه، اعتماد در بازیگران سمت تقاضا و رقابت تهاجمی است و درنهایت مدل نهایی ارائه شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Antecedents of user loyalty in platforms from the perspective of network effects

نویسندگان [English]

  • Masoumeh Hosseinzadeh Shahri 1
  • Parisa Mansouri Nazargholi 2
  • Maedeh Ghasemi 3
1 Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.
2 MA of Business Management Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
3 MA of Business Management Department of Management Faculty of Social Sciences and Economics, Alzahra University, Tehran,Iran.
چکیده [English]

Objective: One of the main challenges of platform businesses is losing valuable customers and customer loyalty is one of the goals that platform businesses are looking for. Therefore, the purpose of this research is to investigate the antecedents of user loyalty in platforms from the perspective of network effects.
Methodology: In terms of purpose, this research is applied, and in terms of research strategy, it is theme analysis. Data was collected through in-depth interviews. The characteristic of these people has been the use and preference of an internet taxi platform to carry out their activities. Data collection continued until the theoretical saturation stage and 19 in-depth interviews were conducted.
Findings: After the theoretical saturation and implementation of the interviews, the coding process was carried out and 250 raw codes were extracted, and finally, due to the plurality of semantically and conceptually similar codes, the codes were converted into 12 basic themes and 6 organizing themes. Organized themes include rewards to contributors, partnership with another platform or industry, platform infrastructure upgrade, positive feedback mechanism between demand and supply side, trust in demand side actors and aggressive competition of competitors and finally the final model was presented.

کلیدواژه‌ها [English]

  • Loyalty of platform users
  • Network effects
  • Demand-side economies of scale
  • Trust of demand side actors
  • Aggressive competition

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سابقه مقاله

  • تاریخ دریافت: 01 اسفند 1401
  • تاریخ بازنگری: 26 اسفند 1401
  • تاریخ پذیرش: 28 اسفند 1402

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