بررسی پیشران‌های قصد استفاده‌ی مجدد در کسب و کارهای اشتراکی همتا به همتا ( مورد مطالعه: تپسی )

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

1 مدیریت بازرگانی، مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس. ایران

2 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

10.34785/j018.2022.683

چکیده

با رونق کسب‌وکارهای اشتراکی و افزایش اعتماد به آن‌ها، بررسی محرک‌های استفاده مجدد از آن حائز اهمیت است. پژوهش حاضر با هدف بررسی پیشران‌های موثر بر رضایت و قصد استفاده‌ی مجدد در یک مدل اقتصاد اشتراکی – استارتاپ تاکسی آنلاین تپسی- انجام گرفته است. روش پژوهش توصیفی از نوع همبستگی می‌باشد. نمونه آماری در این پژوهش شامل 329 نفر از اعضای جامعه آماری بود که با استفاده از روش نمونه گیری در دسترس جمع‌آوری گردید. ابزار اصلی گرداوری داده ها پرسشنامه بوده است. داده ها با روش معادلات ساختاری در نرم‌افزار ایموس مورد تحلیل قرار گرفت. نتایج تحلیل داده‌های این پژوهش بیانگر تاثیر معنادار صرفه جویی در هزینه، کیفیت خدمت، قابلیت گوشی هوشمند، اعتماد به عرضه‌کننده و اعتماد به اپلیکیشن بر رضایت و همچنین اعتماد بر استفاده مجدد در بین مشتریان از خدمات تپسی می‌باشد. همچنین دو فرضیه تاثیر ادراک از همسویی با روندها بر رضایت مشتری و تاثیر رفتار میزبان بر قصد استفاده مجدد تایید نشد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigate the drivers of re-use intent in P2P joint ventures (Case Study: Tapsi)

نویسندگان [English]

  • vahid makizadeh 1
  • Fatemeh Sharaei 2
1 business management, management and accounting, University of Hormozgan, Bandar Abbas, Iran.
2 Department of Business Management, Faculty of Management and Economy, Tarbiat Modares University, Tehran, Iran
چکیده [English]

With the growth of shared businesses and increasing trust in them, it is important to examine the drivers of its reuse. This study aimed to investigate the factors affecting satisfaction and re-use intention in an online business based on sharing economy model - the Tap30, an online taxi startup. The research method is descriptive-correlational. The statistical sample of the study consisted of 329 members of the statistical population who were collected using the convenience sampling method. The primary tool for data collection was a questionnaire. Data were analyzed using structural equation method in AMOS software. The results of the data analysis of this study indicate that cost saving, service quality, smart-phone capability, trust to service provider, and trust to app affecting satisfaction and trust in customer re-use of Tap30 services are significant. Also, two hypotheses that the effect of alignment with trends on customer satisfaction and the impact of host behavior on re-use intention were not confirmed.

کلیدواژه‌ها [English]

  • Sharing Economy
  • Satisfaction
  • Re-use Intention
  • Tap30

مراجع

محمدی‌فر، یوسف و پورجمشیدی, حدیث (1400). پیشایندهای توسعه رفتار مصرف‌هوشمندانه. مطالعات رفتار مصرف‌کننده، 8(1)، 158-173.
موسوی راشدی، سیدحبیب؛ مکی‌زاده، وحید و حسن‌پور، اسماعیل (1400). شناسایی و طبقه بندی عوامل موثر بر انتخاب محصولات کسب و کارهای اشتراکی با استفاده از روش تحلیل عاملی اکتشافی. مطالعات رفتار مصرف‌کننده، 8 (4)، 191-214.
 
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