This study aims to identify on both side, demand and supply, drivers inducing people to adopt two-sided platforms. In order to investigate how people get on board, different perspectives have been analysed: both practical benefits and emotional experiences, resulting from transactions on two-sided markets. A framework adapted from the innovation literature has been used: it takes into account different layers of meaning customers perceive. Data gathered from an online survey was analysed through cluster analysis run on SPSS. Results showed that utilitarian benefits have a big impact on loyalty shown by users on both sides, whereas the hedonic side of the experience is much more subjective to variations, due to levels of interaction users encounter. Therefore, managerial implications were elaborated.
Lo scopo di questo studio è di identificare sui due lati, domanda e offerta, i fattori che inducono la gente ad adottare le piattaforme a due lati. Per studiare come la gente sale a bordo, diverse prospettive sono state analizzate: entrambi i vantaggi pratici e le esperienze emotive, risultato delle transazioni nei mercati a due lati. È stata utilizzata una teoria adattata dalla letteratura sull’innovazione: essa prende in considerazione i diversi livelli di significato percepiti dai clienti. I dati ricavati da un sondaggio online sono stati analizzati attraverso un’analisi cluster eseguita su SPSS. I risultati hanno mostrato come i benefici utilitari hanno un grande impatto sulla lealtà mostrata dagli utenti su entrambi i lati, mentre il lato edonico dell’esperienza è maggiormente soggetto a variazioni, a causa dei livelli di interazione affrontati dagli utenti. Implicazioni manageriali sono quindi state elaborate.
Why would you join a two-sided platform ? Motivational perspectives on both sides
SMALDINI, VITO
2018/2019
Abstract
This study aims to identify on both side, demand and supply, drivers inducing people to adopt two-sided platforms. In order to investigate how people get on board, different perspectives have been analysed: both practical benefits and emotional experiences, resulting from transactions on two-sided markets. A framework adapted from the innovation literature has been used: it takes into account different layers of meaning customers perceive. Data gathered from an online survey was analysed through cluster analysis run on SPSS. Results showed that utilitarian benefits have a big impact on loyalty shown by users on both sides, whereas the hedonic side of the experience is much more subjective to variations, due to levels of interaction users encounter. Therefore, managerial implications were elaborated.File | Dimensione | Formato | |
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2019_12_Smaldini.pdf
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https://hdl.handle.net/10589/151806