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2021, vol. 16, br. 1, str. 103-124
Era ekonomije deljenja - faktori koji utiču na namere ponašanja korisnika i dobavljača da učestvuju u ekonomiji "peer-to-peer"
University of Veterinary and Animal Sciences, UVAS Business School, Lahore, Pakistan

e-adresaaleemraxa@outlook.com
Sažetak
Ekonomija deljenja je socio-ekonomski model koji se najbrže razvija i o kome se često raspravlja. U ekonomiji deljenja zasnovanoj na platformi, dobavljač pruža uslugu, a potrošač koristi uslugu sa dvostranog tržišta. Međutim, nedostaju studije koje bi pokrivale obe strane tržišta deljenja zasnovanog na platformi. Ova studija ima za cilj da ispita učinak popuštanja, poverenja, ekonomske koristi, socijalne interakcije, uživanja i održivosti na nameru korisnika i dobavljača da se uključe u "peer-to-peer" deljenje. Ovo eksplanatorno istraživanje koristi kvantitativnu metodologiju koja uključuje prikupljanje podataka putem strukturiranog upitnika od korisnika usluga (n = 220) i pružalaca usluga (n = 170) Ubera i Carema usvajanjem tehnike uzorkovanja grudve snega. Modeliranje strukturiranih jednačina (Structured Equation Modeling-SEM) primenjeno je za analizu podataka korišćenjem AMOS 24. Empirijski rezultati ove studije pokazuju da popustljivost, socijalna interakcija, ekonomska korist i uživanje imaju značajnu pozitivnu povezanost sa namerom korisnika i dobavljača. Dalje, utvrđena je pozitivna veza između poverenja provajdera u korisnika i namere provajdera da se uključi u "peer-to-peer" deljenje. Ova studija daje svoj značajan doprinos pružajući nove uvide u literaturu i praksu proučavanjem dvostranog tržišta. Pored toga, studija je istraživala uticaj popuštanja na nameru "peer-to-peer" razmene, koju u literaturi tek treba istražiti. Ova studija sugeriše praktične implikacije za menadžere marketinga na razvijanje efikasnih poslovnih strategija platformi i marketinških kampanja u skladu sa namerom pojedinaca da se uključe u razmenu.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/sjm16-24481
primljen: 18.12.2019.
prihvaćen: 30.06.2020.
objavljen u SCIndeksu: 17.06.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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