طراحی الگوی توسعه پلتفرمی تجارت الکترونیک مبتنی بر هوش مصنوعی (مطالعه موردی: تجارت پلتفرمی دو کشور ایران و روسیه)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت رسانه، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران

2 استادیار گروه مدیریت رسانه، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران

3 استادیار گروه علوم ارتباطات اجتماعی، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

هدف این پژوهش، طراحی الگوی توسعه پلتفرمی تجارت الکترونیک بین دو کشور ایران و روسیه با بهره‌گیری از هوش مصنوعی است. رویکردی این پژوهش کیفی و روش ترکیبی است. با تحلیل مضمون پلتفرم‌های موفق علی بابا وآمازون، مصاحبه نیمه‌ساختار‌یافته با 12 نفر از نخبگان حوزه فناوری و اقتصاد دیجیتال و تحلیل داده های از طریق فرایند سه مرحله ای کدگذاری باز، محوری و انتخابی مبتنی بر طرح نظام مند با استفاده از روش داده بنیاد به شناسایی مؤلفه‌های کلیدی  پرداخته است. همچنین جهت حساسیت نظری پژوهش و پشتوانه روش داده بنیاد به تحلیل مضمون اسناد و قوانین و مقررات تجارت الکترونیک ایران و روسیه پرداخته شد.  نتایج حاصل، منجر به 120 مقوله فرعی و 35 مقوله اصلی گردید. یافته‌های نشان می‌دهد که بهبود خدمات با هوش مصنوعی، مدیریت رفتار مخاطب و توسعه تجارت الکترونیک در چارچوب حقوقی ایران، شرایط علی مدل را تشکیل می‌دهند. برندسازی، استراتژی‌های رقابتی، انعقاد قرارداد الکترونیکی و تعامل با مشتری شرایط محوری هستند. مدیریت اطلاعات حساب کاربری، بهبود انبارداری مدرن، امنیت اطلاعات، تسهیل پرداخت آنلاین و تقویت زیرساخت‌های مالکیت معنوی، شرایط زمینه‌ای را ایجاد می‌کنند. ضعف قوانین حریم خصوصی و مالکیت معنوی و فقدان مرجعیت قانونی مستقل، شرایط مداخله‌گر محسوب می‌شوند. سیاست‌گذاری پلتفرمی، استراتژی‌های رقابتی، نوآوری پایدار، بهبود انبارداری و ارسال کالا، اصلاح قوانین حقوق مؤلف و امنیت سایبری، راهبردهای این الگوی تجاری هستند. پیاده‌سازی این مدل، تسهیل عقد قرارداد و توسعه تجارت دیجیتال را ممکن می‌سازد، اما چالش‌هایی در برندسازی و امنیت سایبری را نیز به همراه دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing An E-Commerce Platform Development Model Based on Artificial Intelligence (Case Study: Platform Commerce in Iran and Russia)

نویسندگان [English]

  • Sahar Gharaati 1
  • Mastooreh EzzatZadeh 2
  • Sara Mohamadpour 3
1 PhD student, Department of media management, WT.C., Islamic Azad University, Tehran, Iran
2 Assistant Professor, Faculty Member, Department of Media Management, WT.C., Islamic Azad University, Tehran, Iran
3 Assistant Professor, Faculty Member, Department of Social Communication, WT.C., Islamic Azad University, Tehran, Iran.
چکیده [English]

The aim of this research is to design a platform development model for e-commerce between Iran and Russia, leveraging artificial intelligence. The research adopts a qualitative and mixed-methods approach. Through thematic analysis of successful platforms such as Alibaba and Amazon, semi-structured interviews with 12 experts in the field of technology and digital economy, and data analysis via a three-stage process of open, axial, and selective coding based on a systematic design using the grounded theory method, key components were identified. Furthermore, to ensure theoretical sensitivity and support the grounded theory method, a thematic analysis of e-commerce documents, laws, and regulations of Iran and Russia was conducted. The results led to 120 sub-categories and 35 main categories. The findings indicate that improving services with artificial intelligence, managing audience behavior, and developing e-commerce within the legal framework of Iran constitute the causal conditions of the model. Branding, competitive strategies, electronic contract conclusion, and customer interaction are the core conditions. Managing account information, improving modern warehousing, information security, facilitating online payments, and strengthening intellectual property infrastructure create the contextual conditions. Weak privacy and intellectual property laws and the lack of an independent legal authority are considered intervening conditions. Platform policymaking, competitive strategies, sustainable innovation, improving warehousing and shipping, reforming copyright laws, and cybersecurity are the strategies of this business model. Implementing this model facilitates contract conclusion and the development of digital commerce, but also poses challenges in branding and cybersecurity.

کلیدواژه‌ها [English]

  • Platform Economy
  • E-commerce
  • Iran-Russia Trade
  • Artificial Intelligence
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