Journal of Industrial and Systems Engineering

Journal of Industrial and Systems Engineering

Developing a Digital Platform-Based Model in the Sharing Economy: A Focus on Consumer Behavior, Participation Level, and Brand Community

Document Type : Research Paper

Authors
Seyed Mostafa Shakerian 1
Kambiz Heydarzadeh Hanzaee 2
Hossein Vazifehdust 2
1 PhD Student, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract
This study aims to develop a model based on digital platforms within the sharing economy, focusing on consumer behavior, participation level, and brand community. Methodologically, the research adopts a mixed-method and developmental design. The qualitative phase employed a case study approach, while the quantitative phase was conducted through a survey. Participants in the qualitative phase included senior managers and employees of Digikala as well as university professors in management. A total of 16 individuals were purposefully selected after reaching theoretical saturation. The statistical population of the quantitative phase consisted of users with purchasing experience from Digikala, among whom 405 respondents were randomly selected. Data were collected through semi-structured interviews and questionnaires, analyzed using thematic analysis in the qualitative section, and through confirmatory factor analysis and structural equation modeling using SPSS and SmartPLS in the quantitative section. The validity and reliability of the findings were confirmed through various methods. Results revealed that ethical perception, customer experience, brand community personality, and relationship quality play central roles in shaping consumer behavior. Findings also indicated that ethical perception significantly influences both customer engagement and relationship quality in Digikala.Brand image, product knowledge, advertising content, brand community identity, relationship quality, and customer loyalty each contribute to engagement levels, which ultimately affect purchase behavior.
Keywords
Sharing Economy
Brand Community
Brand Engagement and Loyalty
Customer Participation
Subjects
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Journal of Industrial and Systems Engineering
Volume 17, Issue 1 - Serial Number 1
Winter 2025
Pages 217-232

  • Receive Date 04 March 2024
  • Revise Date 11 July 2024
  • Accept Date 03 August 2024