نوع مقاله : مقاله علمی پژوهشی
نویسندگان
گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه قم، قم، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective:
With the advancement of internet-based technologies, businesses are increasingly shifting their focus toward platform-based models. This trend presents a growing challenge for business managers: unless they effectively respond to ongoing digital transformations, they risk losing their competitive position in the market. C2C (consumer-to-consumer) businesses are no exception to this trend and must adapt to the new competitive and technological environment. The objective of the present study is to identify the factors that can guide C2C business platforms toward success. Therefore, the primary goal of this research is to recognize and analyze the elements that contribute to the success of C2C platforms. In this regard, the study examines various dimensions, including human resource management, business strategy, and customer relationship management.
Methodology:
To achieve the research objective, a mixed-method approach was adopted. First, a thorough review of literature and prior studies in the field of emerging technologies affecting C2C businesses was conducted to identify relevant factors. In the qualitative phase, these factors were categorized using qualitative content analysis and a three-stage coding technique. Initially, open codes were developed, followed by axial codes, and finally selective codes were derived. After establishing the axial and selective codes, the quantitative phase involved prioritizing them using the fuzzy Best-Worst Method (FBWM), a multi-criteria decision-making technique. The prioritization was based on the opinions of eight experts familiar with C2C business models and digital platform ecosystems.
Findings:
After analyzing the collected data, the extracted open codes were grouped based on similarity and frequency of occurrence, resulting in 86 open codes, 12 axial codes, and 3 selective codes. The findings of the study reveal that among the three selective codes, “Marketing and Customers” had the highest impact on the success of emerging C2C platforms. Additionally, among the 12 axial codes, the “Human Resource Management” code was identified as having the greatest influence on platform success. These results emphasize the importance of investing in human capital, as effective human resource strategies such as hiring, training, development, and motivation are directly linked to the platform's growth, adaptability, and competitive performance.
Conclusion:
The outcomes derived from the combined approach of qualitative content analysis and the fuzzy Best-Worst Method indicate that human resource management and business strategy are the top priority areas. These findings highlight that to succeed within the C2C ecosystem, platforms must focus on attracting, training, and effectively developing human capital. At the next level of importance are customer relationship management, customer perception management, and advertising strategy. Building strong relationships with users and shaping their positive perception of the platform are key factors in both attracting and retaining users. Furthermore, financial and economic factors, along with the management of internal and external structures and processes, were identified as supporting pillars for the sustainability and growth of platforms. Other factors, such as brand management, business resilience, and the quality and user-friendliness of the website, while ranked lower, are still considered essential for the overall success of a C2C platform. This study demonstrates that platforms investing in these areas are more likely to achieve a significant competitive advantage and sustain long-term success in the digital market.
کلیدواژهها [English]
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