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خلق مشترک ارزش در پلتفرم‌های خرده فروشی: با نقش میانجی تئوری کیفیت رابطه | ||
| فصلنامه علمی پژوهشی توسعه کارآفرینی | ||
| مقاله 11، دوره 17، شماره 2، شهریور 1403، صفحه 240-263 اصل مقاله (1.54 M) | ||
| نوع مقاله: مقاله پژوهشی - کمی | ||
| شناسه دیجیتال (DOI): 10.22059/jed.2024.376449.654370 | ||
| نویسندگان | ||
| محمد فتوت شاهمرس1؛ علی مبینی دهکردی* 2؛ نادر سیدامیری1؛ نیلوفر نوبری3 | ||
| 1گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران | ||
| 2گروه کارآفرینی در فناوری، دانشکده کارآفرینی دانشگاه تهران، تهران، ایران | ||
| 3گروه کسب و کار جدید، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| هدف: : برای دستیابی به ظرفیت کامل تحول دیجیتال، شرکت‌های خرده‌فروشی باید از پلتفرم‌های دیجیتال بهکارگیری کنند تا بتوانند نوآوری چشمگیری در صنعت خرده‌فروشی ایجاد کنند. گرچه یک مدل کلنگر که شکل‌گیری «مقاصد خلق مشترک ارزش مصرف‌کننده» در چنین پلتفرم‌هایی را تبیین میکند، کمتر پژوهش شده است. خلق مشترک ارزش در حقیقت فرآیند ایجاد ارزش در میان بازیگران در یک زیستبوم خدمات در یک پلتفرم است. عبارتی خلق مشترک ارزش توسط شرکت و مشتری است. با توجه به آماری که در گزارش سال 1401 دیجی‌کالا آمده است خرده فروشی برخط در یک دهۀ پیشین رشد چشمگیری داشته است که در حقیقت سهم خرده فروشی برخط به کل خرده فروشی در ایران چهار درصد است که از این میزان حدود یک درصد در پلتفرم دیجی‌کالا انجام می گردد در حالی که بر اساس آمار وبسایت Statista کشورهای هم‌رده ایران در این زمینه پیشرو هستند و در مقایسه با ایران سهم خرده فروشی برخط کشور‌هایی مانند ترکیه و اندونزی هر کدام 20 درصد است با توجه به اینکه کلیدی ترین ذینفع برای هر پلتفرمی، مشتریان هستند. بنابرین مهمترین منبع برای هر کسبوکار مشتریان هستند از آنجا که «خلق مشترک ارزش» بر «رفتار مشتری» تأثیر گذار است پس هدف این پژوهش ایجاد و آزمایش یک مدل کلنگر بود که «شکل‌گیری مقاصد خلق مشترک ارزش مشتریان» را در پلتفرم خرده فروشی ایران تبیین میکند. روش: : این پژوهش به منظور بررسی فرضیه‌های مطرح‌شده با روش توصیفی پیمایشی طراحی شده‌است. ازآنجاییکه این شاخص‌ها دارای خطای اندازه‌گیری زیادی هستند، بهکارگیری از «مدل رگرسیون مرسوم» ممکن است به خطای تخمینی میانجامد. درنتیجه، رویکرد مدلیابی معادلات ساختاری که قادرست علاوه بر تعیین روابط ساختاری میان متغیرهای پنهان ، میزان خطاهای اندازه‌گیری را نیز پردازش کند، در این پژوهش بهکار بسته شد و برای تجزیه و تحلیل داده‌ها از نرم افزار Smart PLS بهره گرفته شد. یافته‌ها: با تکیه بر ادبیات «نظریۀ کیفیت رابطه»، «خلق مشترک ارزش» و «بازاریابی رابطه‌مند»، یک مدل نظری پیشنهاد شد که شکل‌گیری «مقاصد خلق مشترک ارزش مشتریان» را تبیین میکند. دادههای تجربی گرد‌آوری شده از 101 مشتری را در پلتفرم دیجی‌کالا با روش مدلیابی معادلات ساختاری تجزیه و تحلیل انجام شد و 7 فرضیه از 10 فرضیه را تأیید گردید. نتیجه: نتایج نشان می‌دهد که در پلتفرم خرده فروشی اعتماد و رضایت بر قصد خلق مشترک ارزش تأثیر معناداری می‌گذارد، با این حال، تعهد بر مقاصد خلق مشترک ارزشی تأثیر معناداری نمی‌گذارد. این پژوهش با ارائه یک مدل جامع از پیشآیند مقاصد خلق مشترک ارزش مصرفکنندگان به ادبیات اقتصاد اشتراک گذاری یاری میکند. این پژوهش به طور کلی متمرکز به خلق مشترک ارزش با مصرف کنندگان است؛ پژوهشهای آتی می‌تواند با کشف مؤلفه‌های مرتبط با خلق مشترک ارزش با هر کدام از ذینفعان یاری شایانی به این حوزه کند. | ||
| کلیدواژه‌ها | ||
| خلق مشترک ارزش؛ پلتفرم دیجیتال؛ تئوری کیفیت رابطه؛ خرده‌فروشی؛ اعتماد | ||
| عنوان مقاله [English] | ||
| value cocreation in retail platforms: the mediating role of relationship quality theory | ||
| نویسندگان [English] | ||
| mohamad fotovat shahmaras1؛ Ali Mobini Dehkordi2؛ Nader Seyyedamiri1؛ niloofar nobari3 | ||
| 1MSc. Student, Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran | ||
| 2Entrepreneurship college | ||
| 3Assistant Prof, Department of Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| Objective: To achieve the full potential of digital transformation, retail companies must use digital platforms to drive significant innovation in the retail industry. Millions of people participate in retail platforms. But a holistic model that explains the formation of consumer value co-creation intentions in such platforms is less available. Considerable research points to the proactive roles consumers play in the creation of value for companies. The concept of co-creation was an extension of the idea. Developed by researchers interested in user driven product innovation. As the co-creation efforts they studied demonstrated impressive increases in value, the phenomenon garnered considerable attention outside the innovation field in which it spread to marketing and, more recently, to branding. In the case of branding, co-creation expands to embrace other stakeholders than consumers. Merz and Vargo, Christodoulides and Gregory have all equated co-creation with the era of stakeholder-focused branding, with Merz and Vargo calling co-creation ‘a new brand logic’. Meanwhile, Ind and Bjerke defined stakeholder participation in brand co-creation as an issue of brand governance, largely because it implies that organizations share control over their brands with stakeholders. These studies indicate that co-creation resonates with an ever-increasing number of scholars who take the view that brand meaning and value(s) emerge from stakeholder engagement with a company. However, in spite of the importance these researchers place on considering all stakeholders to be co-creators, the only stakeholder groups branding researchers have empirically examined thus far have been consumers and marketers. Thus, the work of describing how brands are co-created with their stakeholders has barely begun. The purpose of this study was to develop and test a holistic model that explains the formation of customers' value co-creation intentions in Iranian retail platforms. Method: Since these indicators have a large measurement error, using a conventional regression model may lead to an estimation error. As a result, the structural equation approach, which is able to process measurement errors in addition to determining the structural relationships between hidden variables, is a more suitable option for the present study. Therefore, in order to analyze the data, Smart PLS software and the method of structural equations were chosen. Results: Relying on the relationship quality theory literature, value co-creation literature and relationship marketing literature, we proposed a theoretical model that explains the formation of customers' value co-creation intentions. We analyzed empirical data collected from 101 customers on the Digikala platform using structural equation modeling and confirmed 7 out of 10 hypotheses. Conclusion: The results show that in retail platform, trust and satisfaction influence value co-creation intentions, however, commitment does not influence value co-creation intentions. Our study contributes to the sharing economy literature by providing a comprehensive model of the antecedents of consumers' value co-creation intentions. | ||
| کلیدواژه‌ها [English] | ||
| value co-creation, digital platform, Relationship quality theory, retail, trust | ||
| مراجع | ||
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