نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد مدیریت فناوری اطلاعات،دانشکده علوم اجتماعی و اقتصادی،دانشگاه الزهرا،تهران،ایران
2 دکتری علوم اقتصادی دانشگاه تربیت مدرس
3 استاد گروه مهندسی مالی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract:
Objective: The growth of sharing economy processes and the emergence of freelancing platforms have challenged the traditional model of work and the increase in popularity of freelance work has focused researchers' attention on this field. This research has analyzed the concept of value proposition with the aim of investigating the factors affecting the motivation and persistence of freelancers in these platforms. In other words, this study is an attempt to expand the concept of value proposition in the field of freelancing, which provides a foundation for a long-term freelancer-platform relationship.
Method: The present study is of an applied developmental type and exploratory in terms of its implementation strategy. Initially, the use of a qualitative method was put on the agenda in order to gain a deep understanding of the existing problem and also to identify the experiences of people related to the field of study. The research method is also quantitative. To extract the dimensions of value, semi-structured interviews were conducted with freelancers to gain insights into the freelancers' perceptions of the value system. 21 freelancers with different work backgrounds were interviewed and they shared their opinions on various factors that encourage them to work in the freelancing industry. Based on the interviews and existing theoretical foundations, a questionnaire was designed and distributed to different groups of freelance social networks as well as to students from different universities in Tehran who had freelancing experience. The sample included data from 247 respondents. Finally, the research data was analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings: Autonomy value, developmental value, hedonic value, economic value, and social value significantly contribute to the freelancer's proposed value and influence freelancers' decisions to choose and stay in a particular platform. If we look at the value of beta coefficient, it is clear that independence value (0.301), economic value (0.305) and growth value (0.300) are strong dimensions of freelancer's value proposition. Social value (0.243) and hedonic value (0.238) also significantly predict the freelancer's proposed value, but the beta coefficient is relatively low. Identifying the dimensions of value and their development is a way of playing the role of expanding the knowledge of this study.
Conclusion: The results indicate that economic value is an important dimension of the freelancer's value proposition. The platform can play an important role in increasing economic value because it should provide economic incentives and charge lower fees. Apart from paying lower commission fees, the platform should also focus on the ease of payment to freelancers. Freelancers also complain that the banking system in third world countries is not efficient, so companies should consider regional restrictions in cross-border projects.
Developmental value is also a key dimension. Almost all freelancing platforms offer basic training and video tutorials on platform layout and functionality, but no advanced professional training on skills. Platforms must introduce professional certifications and announce the certified freelancer in their profile. On the one hand, this helps freelancers to develop their skills and on the other hand, it helps clients to find the right person for the job and leads to the improvement of service quality. The value of autonomy is the inherent advantage of doing freelancing.Platforms can increase this value by building trust among freelancers. Social value is related to reputation and network.The value of pleasure, the layout of the freelancing platform can play an important role in increasing this value. The layout should be attractive and have a good combination of colors and writing styles.In general, the results of this research can help the aforementioned platforms and policy makers to better understand the needs and expectations of freelancers and formulate more effective strategies to attract and retain them.
کلیدواژه‌ها [English]
)