طراحی چارچوب استقرار پرداخت همراه در ایران: رویکردی رفتاری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت، دانشکدة مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

2 گروه مدیریت، دانشکدة مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

چکیده

هدف: با وجود اهمیت پرداخت همراه، تحقیقات در این حوزه هنوز در ابتدای راه است. هدف از مطالعة حاضر ارائۀ چارچوبی جهت استقرار سیستم پرداخت همراه در ایران با رویکرد رفتاری است.
روش: در این پژوهش با اتخاذ روش پژوهش کیفی نظریة داده‌بنیاد (رویکرد نظام‌مند) تلاش شد به طراحی چنین چارچوبی پرداخته شود. جهت گردآوری داده‌ها، با نوزده نفر از خبرگان فعال در شرکت همراه اول در سطح شهر تهران مصاحبه صورت گرفت. تحلیل داده‌ها مطابق با رویة نظریة داده‌بنیاد طی سه مرحله کدگذاری باز و محوری و انتخابی انجام یافت.
یافته ها: نتایج این مطالعه، علاوه بر شناسایی ذی‌نفعان سیستم پرداخت، مفهوم روشن‌تری از آن ارائه و جنبه‏های مختلف راهبردی برای استقرار آن را توصیف می‌کند. این مطالعه همچنین کارکردها و به تبع آن پیامدهای استقرار سیستم پرداخت همراه را در زمینة محیطی کلان آن مشخص و بسترسازی فرهنگی، ارتقای تجربة کاربری، بهبود مدل‏های درآمدی (کارمزدها)، و شخصی‌سازی سرویس‏ها را برای تقویت چارچوب استقرار پیشنهاد می‏کند.
نتیجه گیری: این یافته‏ها به طور کلی ابزاری به دست پژوهشگران می‌دهد که بتوانند بر اساس آن مدل‌های جزئی‏تر و مشخص‌تر را در یک چارچوب کلان و کل‏نگر بررسی کنند. علاوه بر این، فعالان در بازار کسب‌وکار را قادر می‌سازد گام‌های متنوع را برای استقرار چنین سیستم‌هایی در زمینة خاص خود بررسی کنند و پیامدهای محتمل از آن را تخمین بزنند.

کلیدواژه‌ها

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