Document Type : Original Article
Authors
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.
Abstract
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.
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