دانشگاه آزاد اسلامی واحد تهران جنوب

صفحه اصلی / دومین همایش دوسالانه پژوهش های نوپدید در حسابداری،مالی و مدیریت

Factors Affecting the Implementation of Multisided Digital Platforms in The Iranian Banking Industry

نویسندگان :

Mohammad Rezaei¹ Abdullah Naami² Hamed Asl Roosta³ Alireza Bakhshizadeh⁴

1- Department of Business Management, Faculty of Management, Islamic Azad University 2- Department of Business Management, Faculty of Management, Islamic Azad University 3- Department of Business Management, Faculty of Management, Islamic Azad University 4- Department of Business Management, Faculty of Management, Islamic Azad University

کلمات کلیدی :

بازاریابی دیجیتال،پلتفرم‌های چندوجهی،مدل کسب و کار،صنعت بانکداری

چکیده :

Today, the use of platforms in the business environment has increased exponentially, and many companies with linear and simple business models have become technology giants with the help of platforms. For this reason, examining the factors affecting the implementation of multisided digital platforms in the banking industry requires new theorizing and can provide valuable insights for better analysis, design, and implementation of multisided platform-based businesses in this competitive industry. In this applied research, using a survey method and a sample size of 384, the validity of the research model was confirmed. The statistical population included managers and experts of selected platforms providing banking services in Tehran, and multi-stage cluster sampling was used. Data were collected through a structured questionnaire and analyzed through structural equation modeling with the help of Smart-PLS software. The findings showed that structural factors, environmental and process factors, and user-related factors affect the implementation of the business model of multi-sided digital platforms in the Iranian banking industry. This study in the banking industry in the country has helped banking activists in two areas of policy-making and implementation of banking platforms, and can be a starting point for studying different aspects of banking platforms in the country.