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طراحی چارچوب استقرار پرداخت همراه در ایران: رویکردی رفتاری | ||
| مجله علمی "مدیریت فرهنگ سازمانی" | ||
| دوره 21، شماره 2، تیر 1402، صفحه 139-154 اصل مقاله (1 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jomc.2021.318199.1008223 | ||
| نویسندگان | ||
| سید محمدباقر جعفری* 1؛ اسداله کردنائیج2؛ مرتضی سلطانی1؛ مریم صفایی1 | ||
| 1گروه مدیریت، دانشکدة مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران | ||
| 2گروه 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 | ||
| استقرار سیستم؛ پرداخت همراه؛ طراحی چارچوب استقرار؛ نظریة داده‌بنیاد | ||
| عنوان مقاله [English] | ||
| Designing a framework for deploying mobile payments in Iran: A behavioral approach | ||
| نویسندگان [English] | ||
| Seyed Mohammadbagher Jafari1؛ Asadollah Kordnaeij2؛ Morteza Soltanee1؛ Maryam Safaee1 | ||
| 1Department of Management , Faculty of Management and Accounting, University of Tehran, College of Farabi, Qom, Iran | ||
| 2Department of Management, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran | ||
| چکیده [English] | ||
| Despite the significance of mobile payments, research in this domain is still in its early stages. The objective of this study is to develop a framework for implementing mobile payment in Iran, using a behavioral approach. This qualitative research employed grounded theory methodology. Data was collected through interviews with 19 experts from the first mobile company in Tehran. The validity and reliability of the data collection tool (interview protocol) were assessed using formal and content validity approaches, as well as inter-coder agreement evaluation. Data analysis followed the procedures of grounded theory, including open, axial, and selective coding stages. The study results not only identify the stakeholders of the payment system but also provide a clearer conceptualization and outline various strategic aspects for its establishment. Moreover, the study identifies functions and subsequent consequences of implementing a mobile payment system within the macro environment, suggesting activities such as cultural context development, enhancing user experience, improving revenue models (fees), and personalizing services to strengthen the deployment framework. Overall, these findings offer researchers a basis for investigating more detailed and specific models within a macro and dispersed framework. Furthermore, it enables market participants to consider the diverse steps involved in establishing such systems in their respective fields and estimate potential outcomes. | ||
| کلیدواژه‌ها [English] | ||
| Deployment Framework design, Grounded theory, Mobile payment, System deployment | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 468 تعداد دریافت فایل اصل مقاله: 151 |
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