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تاثیر مکانیزمهای کنترل پلتفرم بر عملکرد درکشده خدمتدهندگان تکمیزبانه و چندمیزبانه | ||
اندیشه مدیریت راهبردی | ||
مقاله 5، دوره 18، شماره 2 - شماره پیاپی 40، تیر 1403 اصل مقاله (1.03 M) | ||
نوع مقاله: مقاله علمی-پژوهشی | ||
شناسه دیجیتال (DOI): 10.30497/smt.2025.247073.3604 | ||
نویسندگان | ||
آمنه عبادی* 1؛ معصومه حسین زاده شهری2؛ زینب هاشمی باغی3 | ||
1دانشجوی کارشناسی ارشد مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران. | ||
2دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران. | ||
3دانشجوی دکتری مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران. | ||
چکیده | ||
حاکمیت پلتفرم نقش مهمی در مدیریت تعاملات و روابط بازیگران در پلتفرم ایفا می کند.حاکمیت پلتفرم اثربخش، شامل تنظیم قوانین و دستورالعمل های واضح برای نحوه تعامل خدمتدهندگان با پلتفرم، تضمین رقابت منصفانه، جلوگیری از تضاد منافع است. با مدیریت مؤثر خدمتدهندگان، پلتفرمها میتوانند نوآوری را تقویت کنند، تعامل کاربر را افزایش دهند و اکوسیستمی پویا ایجاد کنند که به نفع همه طرفهای درگیر است. برای مدیران پلتفرم ضروری است به طور مستمر بر عملکرد بازیگران نظارت کنند تا از همسویی با استراتژی کلی پلتفرم مطمئن شوند. از اینرو مکانیزمهای کنترل که از طراحی حکمرانی پلتفرم ناشی میشود میتواند خدمتدهندگان را از لحاظ انگیزشی تحت تاثیر قرار دهد.از طرفی، طراحی مکانیزمها میتواند بر ترجیحات خدمتدهنده در مورد انتخاب دو یا چند پلتفرم که به آن چندمیزبانی میگویند موثر واقع شود. این تحقیق از نظر هدف کاربردی است و دادهها با توزیع پرسشنامه از 391 فروشنده در یک بازارگاه ایرانی جمعآوری و تجزیه و تحلیل دادهها با نرمافزار Amos انجام شد. نتایج نشان میدهدکه کنترل رسمی مانند کنترل رفتاری تاثیری بر عملکرد درکشدهی خدمتدهنده و انگیزه درونی وی ندارد در حالیکه کنترلی غیر رسمی مانند کنترل قبیلهای بر هر دو متغیر یاد شده موثر است. همچنین نتایج نشان میدهد که تکمیزبانی به عنوان یک عامل تعدیلگر تاثیر کنترل قبیلهای بر انگیزه درونی و عملکرد درکشده است و اگر مالک پلتفرم ترجیح میدهد تا خدمتدهنده تکمیزبان و وفادار باقی بماند و عملکرد آنها باعث ارزشافزایی و درآمد در پلتفرم شود باید به ایجاد بستر مناسب با اعمال کنترل قبیلهای در پلتفرم مبادرت ورزد. | ||
کلیدواژهها | ||
پلتفرم؛ مکانیزمهای کنترل؛ چند میزبانی؛ عملکرد درکشده؛ خدمتدهنده؛ بازارگاه | ||
عنوان مقاله [English] | ||
The effect of platform control mechanisms on perceived performance of single home and multi home complementors | ||
نویسندگان [English] | ||
Ameneh Ebadi1؛ Masoumeh Hosseinzadeh shahri2؛ Zeinab Hashemi Baghi3 | ||
1Master of Science in Management, Faculty of Social and Economic Sciences, Alzahra University, Tehran, Iran. | ||
2Associate Professor, Department of Management, Faculty of Social and Economic Sciences, Alzahra University, Tehran, Iran. | ||
3PhD student in Management, Faculty of Social and Economic Sciences, Alzahra University, Tehran, Iran. | ||
چکیده [English] | ||
Platform governance plays a crucial role in managing interactions among actors on the platform. Effective governance involves establishing clear rules for complementors, ensuring fair competition, and preventing conflicts of interest. By managing complementors effectively, platforms can foster innovation, enhance user engagement, and create a dynamic ecosystem that benefits all parties involved.Continuous monitoring of actor performance is essential for platform managers to ensure alignment with overall strategy. Consequently, control mechanisms derived from governance design can influence complementors’ motivations. Moreover, these mechanisms can affect complementors’ preferences between single homing and multihoming.This research collected data through a questionnaire distributed to 391 vendors in an Iranian marketplace, with analysis conducted using Amos software. Results reveal that formal controls like behavioral control have no impact on complementors’ perceived performance or intrinsic motivation. Conversely, informal controls, such as clan control, significantly influence both variables. Additionally, single homing acts as a moderating factor in the relationship between clan control and both intrinsic motivation and perceived performance. Platform owners wishing to maintain loyal single-homing complementors must foster an environment that supports clan control. | ||
کلیدواژهها [English] | ||
platform, control mechanisms, multihoming, perceived performance, complementor, marketplace | ||
مراجع | ||
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