Ера економије дељења: фактори који утичу на намере понашања корисника и добављача да учествују у економији “peer-to-peer”

  • Aleem Raza UVAS Business School, University of Veterinary and Animal Sciences, Lahore
  • Muhammad Asif University of Veterinary and Animal Sciences, UVAS Business School, Lahore 54000
  • Samia Ayyub University of Veterinary and Animal Sciences, UVAS Business School, Lahore 54000
Ključne reči: економија дељења, peer-to-peer“ дељење, намера, попустљивост, одрживост, економске користи, социјална интеракција

Sažetak


Економија дељења је социо-економски модел који се најбрже развија и о коме се често расправља. У економији дељења заснованој на платформи, добављач пружа услугу, а потрошач користи услугу са двостраног тржишта. Међутим, недостају студије које би покривале обе стране тржишта дељења заснованог на платформи. Ова студија има за циљ да испита учинак попуштања, поверења, економске користи, социјалне интеракције, уживања и одрживости на намеру корисника и добављача да се укључе у „peer-to-peer“ дељење. Ово експланаторно истраживање користи квантитативну методологију која укључује прикупљање података путем структурираног упитника од корисника услуга (н = 220) и пружалаца услуга (н = 170) Убера и Царема усвајањем технике узорковања грудве снега. Моделирање структурираних једначина (Structured Equation Modeling- SEM) примењено је за анализу података коришћењем АМОС 24. Емпиријски резултати ове студије показују да попустљивост, социјална интеракција, економска корист и уживање имају значајну позитивну повезаност са намером корисника и добављача. Даље, утврђена је позитивна веза између поверења провајдера у корисника и намере провајдера да се укључи у „peer-to-peer“дељење. Ова студија даје свој значајан допринос пружајући нове увиде у литературу и праксу проучавањем двостраног тржишта. Поред тога, студија је истраживала утицај попуштања на намеру „peer-to-peer“размене, коју у литератури тек треба истражити. Ова студија сугерише практичне импликације за менаџере маркетинга на развијање ефикасних пословних стратегија платформи и маркетиншких кампања у складу са намером појединаца да се укључе у размену.

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