بررسی عوامل مؤثر بر کسب و کارهای پلتفرمی در شرایط بحران کرونا

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی ، گروه مدیریت و کارآفرینی، دانشکده علوم اجتماعی و تربیتی، دانشگاه رازی، کرمانشاه، ایران.

2 دکترای مدیریت استراتژیک، استادیار گروه مدیریت و کارآفرینی، دانشکده علوم اجتماعی، دانشگاه رازی، کرمانشاه، ایران.

10.48301/kssa.2021.279682.1463

چکیده

هدف از این پژوهش  بررسی عوامل مؤثر بر کسب و­کار­های پلتفرمی‌‌ در شرایط بحران کرونا می­باشد و پرسش اصلی پژوهش این است که « عوامل مؤثر بر کسب­و­کارهای پلتفرمی‌‌در شرایط بحران چگونه تحلیل می­شوند؟». این پژوهش، از نظر نحوه‌ی گردآوری داده­ها توصیفی- پیمایشی بوده و همچنین از نوع توسعه­ای است. جامعه‌ی آماری شامل ۱۰ خبره در زمینه‌ی کسب ­و­ کار­های دیجیتال و پلتفرمی ‌‌است که به صورت هدفمند انتخاب شدند. پس از شناسایی شاخص­های اولیه با مرور ادبیات و پس از غربال شاخص­ها با استفاده از تکنیک دلفی، داده­ها در فاز اول با استفاده از رویکرد AHP و در فاز دوم با استفاده از رویکرد TOPSIS تجزیه ­و ­تحلیل شدند. براساس نتایج پژوهش، رتبه­بندی شاخص‌­ها مشخص و اولویت­بندی گزینه­ها صورت گرفته ­است. با توجه به نتایج تکنیک AHP، عدم قرارگیری در مجامع عمومی ‌‌و جلوگیری از انتقال ویروس کرونا، امکان مشاهده‌­ی محصولات متنوع و عدم نیاز به خروج از منزل، سه شاخص برتر در زمینه­ی کسب­ و­ کار­های پلتفرمی‌‌در دوران کرونا هستند. همچنین نتایج تکنیک TOPSIS برای رتبه­بندی پلتفرم­ها براساس عوامل مؤثر بر کسب ­و­ کار­های پلتفرمی‌‌ در شرایط بحران کرونا نشان داد پلتفرم اینستاگرام در رتبه‌ی نخست، تلگرام در رتبه‌ی دوم و فیسبوک در رتبه‌ی سوم قرار دارد. 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating Factors Affecting Platform Businesses During the Coronavirus Crisis

نویسندگان [English]

  • Fatemeh Almasi 1
  • mahdi hosseinpour 2
1 Master of Business Management Student, Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran.
2 PhD in Strategic Management, Assistant Professor, Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran.
چکیده [English]

The aim of the present research was to investigate factors affecting platform businesses during the Coronavirus crisis and the method of analyzing the factors being the main question.  A developmental, descriptive-survey research was conducted. The statistical population included ten purposefully selected experts in the field of digital and platform businesses. After determining primary indexes with a literature review and filtering indexes using the Delphi technique, data was analyzed through AHP approach in the first phase and by TOPSIS approach in the second phase.  On the basis of research findings, ranking of indexes were determined and put in order of priority. The research obtained from the AHP technique showed that the three most important indexes in the field of platform businesses during the Coronavirus were lack of presence in public places to prevent virus transmission, possibility of seeing different products, lack of need for exiting the home. In addition, results obtained from the TOPSIS technique for ranking platforms on the bases of the factors affecting platform businesses under the condition of Coronavirus pandemic showed that the Instagram platform ranked first, Telegram ranked second followed by Facebook.

کلیدواژه‌ها [English]

  • Online businesses
  • Platform
  • Coronavirus crisis
  • AHP
  • TOPSIS
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