1BUSINESS RESEARCH METHODOLOGY Table of Content Chapter 2: Literature Review.....................................................................................................2 2.1 Historical Background.....................................................................................................2 2.2 Relevant Theories.............................................................................................................4 2.3 Current and relevant literature.........................................................................................5 Chapter 3: Research Methodology.............................................................................................9 3.1 Participants.......................................................................................................................9 3.2 Measures..........................................................................................................................9 3.3 Research Design.............................................................................................................10 3.4 Procedures......................................................................................................................10 3.5 Data Analysis.................................................................................................................10 References................................................................................................................................12
2BUSINESS RESEARCH METHODOLOGY Chapter 2: Literature Review As put forward by Yaraghi and Ravi (2017), online feedback mechanism or reputation system could stimulate large word of mouth networks under which individual tend to share opinions as well experience on a greater range of topics. Authors of this study also mentioned the factthatwith thehelpof digital,network platforms,reviewof restaurantswere democratized with the inclusion of a greater range as well as more open review process. As put forward by Puschmann and Alt (2016), peer to peer nature of sharing economy tend to suggest that consumers as well as providers of sharing services should interact on an equal plane withdrawn from the conventional service hierarchies. 2.1 Historical Background It has been identified that the tool sharing economy could describe the socio- economic phenomenon of a temporary but access-based utilization of consumer goods or service. Such products and services could usually be provided over the internet platforms but different intermediaries, which could further serve as broker could relate the seekers as well as information about suppliers. Thus, Puschmann and Alt (2016) mentioned that such process could reduce the uncertainty in a multi-entity relationship facilitate negotiations as wells as different perspective frameworks. Authors of this study have also mentioned the fact that such approach could also aim at the use of spare resources by community to gain a specific value and links the traditional notion of gaining good’s value by possession. Thiereret al. (2015) shared two different kinds of sharing in the digital age such internet facilitate sharing as well as collaborative Consumption. Findings of this research confirm the fact that sharing economy has particularly developed by Weitzman who first introduced sharing as alterative to purchasing and since then significance and meaning of the term has been a major subject to change not because of the rise of internet.
3BUSINESS RESEARCH METHODOLOGY It has also been identified that bidirectional communication and collaboration opportunities of Web 2.0 could enabled sharing to be more enhanced and facilitated highly through several virtual contacts and this turn started with 1999 which further founded the music sharing platforms called Napster. This further built several discussion and lawsuit regarding the intellectual Property Right. Eventually it leads to the element called sharing. Findings of this study have also stated the fact that both Napster and IT enabled sharing platform gains the characteristics of disruptive innovation. On the basis of the review it can be added that numerous consideration in consumer studies and marketing have not effectively dealt with the context of shared economy and rating mechanism. It has been identified that Knote and Blohm (2016) performed a study and mentioned the fact that IT user aligned business model innovation to be one of the significant dynamic capability of sharing based economy. Thus, it can be added that such approach could help to consistently integrate new technologies but it might not deviate heavily from the previous o existing mechanism. Nonetheless, when it is consider from a service perspectives, it has been identified that service can be differed or categorized on the basis of how sharing proceeds depending upon which or what subject to share. On the contrary, Ert, Fleischer and Magen (2016) performed a study and described Internet-Start-ups in the sharing economy in light of the sharing asset perspective and divided them into four different categories. However, even thoughseveralstudiesandseriesofstatementmadeonsharedeconomyandrating mechanism, it can be added that hardly a study has yet found the aims at describing the platforms in detail .This happens due to the dynamic market environments where customer needs an depend are rapidly changing. Thus one single service or business practice is not supposed to help the business process. There are some contemporary studies about the shared economy and it has been found that authors in the contemporary papers have mentioned and emphasised the major principle of shared economy. Authors, for example gave the example
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4BUSINESS RESEARCH METHODOLOGY that P2P or peer to peer offering, which is enabled intermediary platform are effective to provide adequate matchmaking services maintaining the relationship between providers and demander. 2.2 Relevant Theories Overarching theories It has been identified that in respect to the sharing economic as well as related theories, range and type of hospitality and tourism have certainly increased considerably in the past three years just like the theory of planned behaviour (Byrne and Callaghan 2013). Complexity theory, social exchange theory and norm activation are the major theories that often contribute to the sharing economy. On the other side, Ko (2012) mentioned the fact that theory of planned behaviour and prospect theory and some psychological factors could motivate travellers to consider refusing Airbnb. The scholar of this study have mentioned the fact that when it comes to theory of planned behaviour, behaviour of the people could be driven by the behavioural intension where behaviour intentions are the major functions of three major elements. According to Ifinedo (2012) complexity theory could include the recognition that no simple conditions could be the cause of an outcome of interest the authors argued and defined social exchange theory as two-sided which could be manually contingent. () added the fact transaction cost theory is more relevant to transactional cost theory, because the authors cost of providing of providing cost for some goods through the market instead of providingfromwithintheorganization.MontanoandKasprzyk(2015)performedan experimental study and proves the complexity of attribute configurations impacting tourism decisions about P2P accommodation and the sharing economy in destinations affected by crisis.
5BUSINESS RESEARCH METHODOLOGY On the other side the social exchange theory could investigate the diverse nature of service quality in sharing economy and to prove this fact, the data has been collected from Airbnb international guests and one of the major contribution of this study is that it has particularly identified that the factors that have strong impact on the service quality in social networking type of lodging. Existing studies have developed some sort of qualitative exploratory studies that proposition with the help of transaction cost theory within sharing platforminthehotelsetting.Thescholarshavefoundthatthreemajortransaction characteristics with the inclusion of frequency, uncertainty and product speciality. Studies also provide a series of implications on sharing platforms and introducing a new term so called integrated platforms. On the other side, Chen and Tung (2014) perfumed a study and with the help of social cognitive theory authors developed a value adoption model to particularly define some significant factors which have strong influence in redrawing the applications. Trustandreputation:NasriandCharfeddine(2012)performedastudyand mentioned the fact that there is an array of utility-based attribute of the organization listing and focusing to measure the impact such attributes on consumers; valuation of such listings. Authors have used a hedonic price framework to test how utility-based attributes with the inclusion of characteristics of organization listing, market completion could affect the overall listing price. It is worth telling that this study provides a greater and unique Airbnb could endow the primary source of consumer utility. Authors this paper have also estimated the impact of host quality and listing quantity on the performance of host organizations listing. 2.3 Current and relevant literature As put forward by Ert, Fleischer and Magen (2016), peer to peer nature of sharing economy tend to suggest that consumers as well as providers of sharing services should interact on an equal plane withdrawn from the conventional service hierarchies. Authors of
6BUSINESS RESEARCH METHODOLOGY thisstudyhasmentionedthatbroadcommercializationofthesharingeconomyhas established a duality of expectation and consumers should reconcile the idea of sociality with an increasingly transactional reality. On the other side, Hamari, Sjöklint and Ukkonen (2016) mentioned the fact that even though third party services like key exchange are minimizing the prevalence of direct human interaction, and sharing platforms could depend upon meeting the service providers.Findings of this study indicate the fact that with the help of sharing economy, studies have started to investigate how sharing platforms tend to encourage their providers to provide an interpersonal service quality which could match platforms’ branded experience. Authors of the study have also stated the example that Uber drivers usually expected to have assured academic attention especially amid greater recognition of the sharing economy as the site of work; there has been insufficient amount of attention to parallel expectation kept on consumers to perform way. As put forward by Constantiou, Marton and Tuunainen (2017), customers could be expected by platforms and providers to be more personable and friendlier than consumer tradition of services. Frenken and Schor (2017) arguably mentioned that customers could be left unaware about the implicit expectations especially when considering different cultural as well as social norms Rating mechanism as the behavioural tool To make rational purchase decision, customers tend to desire fine grained information to compare the alternative offers and choose the optimal choice (Jones and Abanami 2009). On the other side, Di Giuseppeet al. (2014) added that customers desire easily digestible information to minimize the cognitive effort of decision making. In order to support this platform, Li, Shao and Huang (2017) mentioned the fact that platforms have therefore stated rating mechanism to collect and display feedback as a seemingly objective calcination of popularity under a particular network. Furthermore, it has also been identified that rating mechanism have now become more widespread across e-commerce and this has been the
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7BUSINESS RESEARCH METHODOLOGY fundamental focus of the academic studies. Nonetheless, Eisenach (2015) mentioned the fact that consumers have mentioned the fact that rating mechanism could come with many disadvantages and downside. Findings of the study have mentioned that manipulation for example has been know with respect to hotel and product recommendations in which the hotel reviews tend to be more negative or it could be average than home sharing suggestions. Such effects or influences are often observed because of the differences in review as there is more of incentive for the negative review manipulation by the close rivals for hotels. It can also be added that such practices are less severe compared to active manipulation. On the other side, Li, Wu and Lai (2013) mentioned the fact that reputation system might be positively skewed because of the social as well as platforms. Authors of the study have mentioned the fact that high percentage of positive reputation measures on eBay is particularly explained by the fact that the purchasers have limited experience often choose to leave no feedback at all. A fundamental factor for the excessively positive valence of ratings is that providing negative feedback could be more costly than the positive feedback. When reviewing this fact in more detail it has been identified that the numerous number of studies have begun to identify the elements of rating system in the sharing economy which could certainly vary between integers –based rating scales as well as longer textual comments. On the contrary, Wu,Ma and Zeng (2016) mentioned the fact that bilateral rating system might act as the most effective inventive for both providers as well as socially desirable to act in a socially desirable fashion. Scholars of the study have also stated the fact that the reputation system might work to motivate the good behaviour. Findings help to observe the fact how ratings could act as the instrument of imposing discipline as well as economic control over the provider behaviour which ensure that behaviour of the providers are aligned what could meet the rating when necessary. It can be added that the both the
8BUSINESS RESEARCH METHODOLOGY parties in most sharing platforms transactions hold the opportunity of providing a most significant rating or giving feedback, recommending a national equivalence of the rating. Alahmad, Pierce and Robert (2017) argued that while the effect of rating arguably larger on providers as providers with negative or bad feedback could have to deal with the negative consequence with the inclusion of rejection from the platforms. Sharing economy consumers As put forward by Codagnone and Martens (2016), sharing economy customers who number in millions globally, could reflect the whole spectrum between occasional as well as constant users with the involvement taking place for several reasons.With the respect to consumer experience customer experience, sharing platforms could provide conventional services like the hotels, or taxis. This means it can be added that sharing economy are usually embedded with the notion of authority whereby customers consider experience to be less commercial, more localised and more authentic. On the other side Koopman, Mitchell and Thierer (2014) commented that terminology about consumers, mirroring the discourse across the provider classification is often termed as euphemistic. Hence authors state the fact that as the definition discursively shape consumer experience, the use of the terms like guest, peers and friends in platform communication as the opposed to consumer or customer. Scholars of the study have stated the fact that the idea or concept of emotional lour concerns an individuals’efforttosuppressaboutfeelingstogeneratetheoutwardexpressionof organizationally expected emotions. According to the findings of this study, it can he mentioned that this fact is particularly based on the socio-psychological theoretical underpinning of the concept of emotion regulation. Stafford (2016) provided an argumentative stamen that conventionally customers are were not anticipated to participate in emotional labour. Pettersen (2017)
9BUSINESS RESEARCH METHODOLOGY performed a study and mentioned the fact that consumers are perceived as merely a passive audience members whose emptions are usually there to manage and influence. Authors have also added the fact that concept of emotional labour is mostly known as the most valuable lensfordiscoveringhowemotionalrepresentationofsharingeconomyconsumerare positioned and conditioned by the ratting mechanism in a forma of losing control. Truth and trusting others When reviewing the rating mechanism, it has been identified that people can use social networking sites to find out who they can trust and rely on for the discussion and according to Schor (2017), in platforms, ‘trust builds the tools’ and the rating system are highly important as an essential design component and sharing economy platform are highly concerned with trust at all ranges especially with payment system and evaluation system. It is worth telling that trust can be explained as more of a state of desired expectation of other individual action and intentions. On the other side, Kenney and Zysman (2016) trust is the most fundamental element to reduce risk, enhance collaboration, minimize social complexity and generate order. Authors of the study, Dillahunt and Malone (2015) added the fact that the concept of truth has for decades attracted scholars from multiple disciplines, on the contrary, Frenken and Schor (2017) added the fact that attributes of individuals as well as propensity to relyonwhilesociologistshavebeenconcernedwithrelationshipamongpeopleand institution. Another significant concept found in this study is that social capital widely refers to identification and value of social networks and the role of social ties. Scholars stated the fact that the ability to build and maintain relationship is effectively understood as the most fundamental pre-condition for the accumulation of social capital. Another contradictory fact that even though social capital implies relationship between people that know each other, the
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10BUSINESS RESEARCH METHODOLOGY contrast ‘imagined community’ refers to socially constructed community which is imagined by those who perceives themselves as the most element of the group without knowing other individual personally. In addition to this, scholars of the above study, have also stated the fact that social exchange theory often argue that social strutted is a premise for human action by some members pursuing some generally agreed rules for the interaction. Particularly, in the social exchange theory, there are two different types of exchange or motivations between individuals, social and economic. It can be added that social and exchange theory might differ with respect to type of motivation which could initiate exchanges. Furthermore, it has also been identified and studied in the existing study, that social exchange mostly relies on reciprocity, state of diffuse obligation but financial or economic exchange is developed more upon impersonal premises, in which trust is there for all sort of motivations. It can also be identified that existing studies tend to trust to be personal, while later work considered trust as relation where the constructs of agency and reciprocity are significantly considered. On the other side, Böcker and Meelen (2017) mentioned that construct distributed trust tend to denote a kind of trust between strangers like the renting an organization or entering a car with an unknown driver. Nevertheless, trust in abstract or the computer system is not an emerging phenomenon and Schor (2016) performed a study and added the fact abstract are majorly based on technical or professional expertise. Scholars of the study have also mentioned the fact that individuals have no option compared but to rely on the experts despite the fact that they do not have adequate knowledge of how they operate. Furthermore, it can be added that existing papers are greatly important into decision making processes in sharing economy field, where people could create trust as well as use design like the rating score in the technique. As per the findings of existing papers, it can be added that existing studies have discovered only a small number of customers create reviews and the
11BUSINESS RESEARCH METHODOLOGY reviewers widely denote high score and it is fundamental to know how people actually trust and interpret rating when making decisions. Roles and responsibilities sharing economy providers According to Cannon and Summer (2014), because of the peer to peer nature of sharing economy and ongoing media discourse presenting ‘sharing’ social experience and providers are often framed as giving back to their communities as well as opening up new avenues for the local or regional collaboration. Even though this could be true in some particular cases, thereareseveralnegativeexternalitieswhichhavebeincreasedinsomeregional communities across Europe. Findings of this study have also stated the fact that when it is considered in a micro-scale, it has been identified that regional communities and neighbours of home sharing-services tend to have more limited resources in t the context of considerate guests. Even though, there are some issues with respect to the difficult or challenges to ignore the casual case, the increase of professional or semi-professional sharing interactions in the local or residential areas have maximised the issues and provided the sharing economy a significant reputation for the social interruption. Sundararajan (2016) mentioned the fact that providers as the group, could formulate significant beneficiary of the spread of sharing economy, by sharing their assets, providers have gained a significant source of untapped revenue and opportunities for the social experience. Even though much of the studies have a set of contradictory facts and views that sharing economy is concerned with its collaboration nature, with the role of sharing economy being to integrate individual together, it can be added that sharing economy could reflect ingrained power imbalance in favour of the platforms.
12BUSINESS RESEARCH METHODOLOGY Chapter 3: Research Methodology 3.1 Participants As the study includes primary data analysis, primary data has been collected for performing the analysis. Data has been collected from the respondents who are the consumers of shared economy platform living in Johannesburg, South Africa. In order to collect data, a survey method has been applied among the consumers who were selected on the basis of chosen sample. Hence, the participants are basically the consumers of shared economy platforms. In order to engage the respondents in the survey process a questionnaire method has been applied. For performing the survey, close ended questions have been prepared and distributed among the respondents. In addition, the respondents are chosen on the basis of random probability sampling method. Probability sampling method has been applied to the study because random sampling method helps to select members in a random order. Moreover, as the con summers have been engaged in the data collection process, probability samplingmethodisaneffectivechoicebecauseinprobabilitysamplingmethodall respondents have the opportunity to take part in the data collection process. 3.2 Measures As the study involves quantitative method for collecting data, measurement of data plays a significant role. As data has been collected by using close ended questions, first the data has been converted to meaningful format –such as the data is converted to numerical forms (digits and numbers) for interpreting it in the analysis. Thereafter the converted data has been presented with graph and table when performing the data analysis. Nonetheless, in order to measure the data, different calculations have been performed. For example, for gaining a suitable and accurate insight from the data findings, statistical calculation has been performed such as the mean, mode and median has been performed. When measuring the
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13BUSINESS RESEARCH METHODOLOGY data, two different variables associated with the topic such as rating system and shared economy has been considered in the data analysis. 3.3 Research Design Research design is an overall plan which determines how research questions can be resolved and the research design is supported with research strategies and methods which are further related to data collection as well as analysis. Research design can be usually divided into three different categories namelyexploratory, explanatoryanddescriptive research design.As put forward by Mackey and Gass (2015), exploratory research design as the name implies fundamentally intends to explore the research questions but it does not provide final or conclusive answers. Such research design is usually applied when a particular issue has not clearly been defined before. Descriptive research design, on the other side, is a more of a scientific technique with the inclusion of observation and description of the behaviour of a subject without influencing in any manner. In the research, descriptive research has been selected because, in order to learn the impact of rating mechanism on shared economy platform, use of Scientific method such as statistical calculation would be an effective method. Scientific method would generate more accurate insight about the impact.
14BUSINESS RESEARCH METHODOLOGY 3.4 Procedures Research proceduresindicate how study is performed by selecting the research techniques. First the data has been collected by performing a survey among the consumers of shared economy platform. Collected data has been converted to numerical formats to perform the required calculation for the ultimate insight regarding the impact of rating mechanism on shared economy platform. Thereafter, in order to perform the analysis the collected data has been linked to the findings of the existing papers. 3.5 Data Analysis In order to analyse the collected data, first the raw data has been converted into meaningful data for the interpretation rationally. Hence, quantitative data first has been presented with tables and graph and they are presented with graph and tables. Thereafter, the data has been linked to the findings found in the literature review. This means the primary findings and existing findings have been linked when performing the data analysis.
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