4.5.1 Gwiritsani ntchito malo omwe alipo
Mukhoza kuthamanga zatsopano mkati mapangidwe alipo, nthawi zambiri popanda 'kala' ikusonyeza kapena mgwirizano.
Logistically, njira yosavuta yopangira digito ndiyo kuyendetsa kuyesera kwanu pamwamba pa malo omwe alipo. Kuyesera koteroko kungayendetse bwino kwambiri ndipo sikufuna mgwirizano ndi kampani kapena kukula kwa mapulogalamu.
Mwachitsanzo, Jennifer Doleac ndi Luke Stein (2013) adagwiritsa ntchito malo amsika pamsika wofanana ndi Craigslist kuti athe kuyesa kuyesa komwe kumayeza tsankho. Iwo amalengeza zikwi za iPods, ndipo mwa kusinthasintha mosiyana makhalidwe a wogulitsa, iwo adatha kuphunzira zotsatira za mtundu pazochitika zachuma. Kuwonjezera apo, iwo ankagwiritsa ntchito kuchuluka kwawo poyesa kulingalira pamene zotsatirazo zinali zazikulu (kusokonezeka kwa zotsatira zothandizira) komanso kupereka malingaliro a chifukwa chake zotsatirazi zingachitike (njira).
Malonda a Doleac ndi Stein a iPod osiyanasiyana pambali zitatu. Choyamba, ochita kafukufukuwo anali osiyana siyana ndi wogulitsa, omwe amajambula ndi manja omwe akugwira iPod [yoyera, yakuda, yoyera ndi chizindikiro] (Chithunzi cha 4.13). Chachiwiri, iwo amasiyanitsa mtengo wopempha [$ 90, $ 110, $ 130]. Chachitatu, iwo amasiyana malingana ndi malingaliro [apamwamba ndi otsika (mwachitsanzo, zolakwika zapApitali ndi zolakwika za spelin)]. Kotero, olembawo anali ndi malingaliro a 3 \(\times\) 3 \(\times\) 2 omwe adayendetsedwa pamsika wamakono oposa 300, kuchokera ku midzi (mwachitsanzo, Kokomo, Indiana ndi North Platte, Nebraska) mizinda (mwachitsanzo, New York ndi Los Angeles).
Chithunzi 4.13: Mikono yogwiritsidwa ntchito poyesa Doleac and Stein (2013) . Ma iPod adagulitsidwa ndi ogulitsa ndi makhalidwe osiyanasiyana kuti ayese kusankhana pamalo amsika pamsika. Doleac and Stein (2013) chilolezo kuchokera ku Doleac and Stein (2013) , chithunzi 1.
Kulimbana ndi zovuta zonse, zotsatirazo zinali zabwino kwa ogulitsa oyera kusiyana ndi ogulitsa wakuda, ndi ogulitsa zizindikiro omwe ali ndi zotsatira zapakatikati. Mwachitsanzo, ogulitsa oyera amalandira zopereka zambiri ndipo anali ndi mitengo yowonjezera yogulitsa. Pambuyo pa zotsatirazi, Doleac ndi Stein amayerekezera kuti zotsatira zake sizingagwirizane. Mwachitsanzo, chiwonetsero chimodzi kuchokera ku chiphunzitso choyambirira ndi chakuti kusankhana kukanakhala kochepa m'misika kumene kuli mpikisano pakati pa ogula. Pogwiritsa ntchito chiwerengero cha malonda pamsika umenewo monga chiwerengero cha mpikisano wogula, ochita kafukufuku adapeza kuti ogulitsa wakuda adalandira kwambiri zoperekedwa m'misika yomwe ili ndi mpikisano wotsika. Komanso, poyerekeza zotsatira za malonda omwe ali ndi khalidwe lapamwamba komanso losafunika kwambiri, Doleac ndi Stein adapeza kuti khalidwe la malonda silinakhudze kusokonezeka kumene akukumana ndi ogulitsa wakuda ndi ojambula zithunzi. Potsirizira pake, pogwiritsa ntchito malonda omwe anagulitsidwa m'misika yoposa 300, olembawo adapeza kuti ogulitsa wakuda anali osowa kwambiri m'mizinda yomwe ili ndi ziphuphu zambiri komanso kusamvana komweko. Palibe mwa zotsatirazi zomwe zimatidziwitsa bwino lomwe chomwe chomwe akugulitsa wakuda anali ndi zotsatira zoipitsitsa, koma, pokhudzana ndi zotsatira za maphunziro ena, akhoza kuyamba kufotokoza mfundo zokhudzana ndi tsankho pakati pa mitundu yosiyanasiyana ya ndalama.
Chitsanzo china chomwe chikusonyeza kuti ochita kafukufuku amatha kuyesa zochitika zamakono m'madongosolo omwe alipo ali kufufuza kwa Arnout van de Rijt ndi anzake (2014) pa makiyi oti apambane. Muzinthu zambiri za moyo, anthu ooneka ngati ofanana amatha ndi zotsatira zosiyana kwambiri. Chomwe chingathe kufotokozera ichi ndi chakuti ang'onoang'ono-ndipo mwachisawawa-ubwino akhoza kutsekedwa ndi kukula pa nthawi, zomwe ochita kafukufuku amazitcha mwayi wopindulitsa . Pofuna kudziwa ngati zing'onozing'ono zowonjezera zowonjezera zatha kapena zowonongeka, van de Rijt ndi anzawo (2014) adalowerera muzinthu zinayi zosiyana zomwe zimapereka mwayi kwa ophunzira osankhidwa mwachangu, ndiyeno anayeza zotsatira za zotsatirazi.
Makamaka, van de Rijt ndi anzake (1) adalonjeza ndalama kuti adzasankhidwe mwachisawawa pa Kickstarter, webusaiti ya crowdfunding; (2) mwazidzidzimodzinso makafukufuku osankhidwa mwachisawawa pa Epinions, webusaiti yowonetsera zokolola; (3) amapereka mphoto kwa ophatikiza osankhidwa mwachangu ku Wikipedia; ndi (4) zolemba zosankhidwa mosavuta pa change.org. Iwo anapeza zotsatira zofanana kwambiri pa machitidwe onse anai: Pazochitika zonse, ophunzira omwe anapatsidwa mwachindunji kupambana koyambirira adakhala ndi zotsatira zambiri kuposa anzawo omwe sadziwika bwino (Chithunzi cha 4.14). Mfundo yakuti chitsanzo chomwechi chikuwonekera muzinthu zambiri zimapangitsa kuti zotsatilazi zikhale zowona chifukwa zimachepetsa mwayi kuti chitsanzo ichi ndi chopangidwa ndi dongosolo lina lililonse.
Chithunzi 4.14: Zotsatira za nthawi yaitali zapadera zomwe zinapindula muzinthu zina zinayi za anthu. Arnout van de Rijt ndi anzake (2014) (1) analonjeza ndalama zopanga zosankha zina pa kickstarter, webusaiti ya crowdfunding; (2) mwazidzidzimodzinso makafukufuku osankhidwa mwachisawawa pa Epinions, webusaiti yowonetsera zokolola; (3) amapereka mphoto kwa ophatikiza osankhidwa mwachangu ku Wikipedia; ndi (4) zolemba zosankhidwa mosavuta pa change.org. Kuchokera ku Rijt et al. (2014) , chithunzi 2.
Zonsezi, zitsanzo ziwiri zikuwonetsa kuti ofufuza akhoza kuyesa masewera a digito popanda kuyanjana ndi makampani kapena kumanga machitidwe ovuta a digito. Kuwonjezera apo, tebulo 4.2 limapereka zitsanzo zambiri zomwe zikusonyeza zomwe zingatheke pamene ochita kafukufuku amagwiritsa ntchito zowonongeka za machitidwe omwe alipo kuti apereke chithandizo ndi / kapena kuyesa zotsatira. Zomwe akuyeserazi ndi zotsika mtengo kwa ochita kafukufuku ndipo amapereka kuchuluka kwazochitika. Koma amapereka ochita kafukufuku ochepa kuti athetse otsogolera, mankhwala, ndi zotsatira zomwe ayenera kuziyeza. Kuwonjezera apo, pofuna kuyesera zomwe zimachitika m'dongosolo limodzi lokha, ofufuza ayenera kuganizira kuti zotsatirazi zikhoza kutsogoleredwa ndi machitidwe enaake (mwachitsanzo, njira yomwe Kickstarter imapangira mapulojekiti kapena momwe kusinthako kulili pempho, kuti mudziwe zambiri, onani zokambirana zokhudzana ndi zovuta zowonjezereka mu chaputala 2). Potsiriza, pamene ochita kafukufuku amalowerera muzinthu zogwirira ntchito, mafunso okhwima a makhalidwe abwino amayamba kuwonetsa mavuto omwe angakhalepo kwa ophunzira, osakhala nawo, ndi machitidwe. Tidzakambirana funsoli mwatsatanetsatane mu chaputala 6, ndipo pali kukambirana kwakukulu kwa iwo muzowonjezereka za van de Rijt et al. (2014) . Zogulitsa zomwe zimadza ndi kugwira ntchito m'dongosolo lomwe lilipo sizili zoyenera pa polojekiti iliyonse, ndipo chifukwa chake ochita kafukufuku ena amadzipangira okha momwe angayesere, monga momwe ndikuwonetsera.
| Mutu | Zolemba |
|---|---|
| Zotsatira za mabanki pamapereka kwa Wikipedia | Restivo and Rijt (2012) ; Restivo and Rijt (2014) ; Rijt et al. (2014) |
| Zotsatira za uthenga wotsutsa ku ma tweets achiwawa | Munger (2016) |
| Zotsatira za njira yogulitsira pa mtengo wogulitsa | Lucking-Reiley (1999) |
| Zotsatira za mbiri pamtengo wogulitsa pa intaneti | Resnick et al. (2006) |
| Zotsatira za mtundu wa ogulitsa pa masitolo a baseball pa eBay | Ayres, Banaji, and Jolls (2015) |
| Zotsatira za mtundu wa wogulitsa wogulitsa iPods | Doleac and Stein (2013) |
| Zotsatira za mtundu wa alendo pa malo ogulitsa Airbnb | Edelman, Luca, and Svirsky (2016) |
| Zotsatira za zopereka zogwira ntchito zogwira ntchito pa Kickstarter | Rijt et al. (2014) |
| Zotsatira za mtundu ndi fuko pa nyumba zogona | Hogan and Berry (2011) |
| Zotsatira za kuwonetsa kwabwino pazomwe zikuchitika pa Epinions | Rijt et al. (2014) |
| Zotsatira za zikwangwani pa zopambana za mapemphero | Vaillant et al. (2015) ; Rijt et al. (2014) ; Rijt et al. (2016) |
