4.5.1 Sebenzisa iimeko ezikhoyo

Uya kubaleka imifuniselo ngaphakathi bume ezikhoyo, kaninzi ngaphandle ukhowudo okanye intsebenziswano.

I-logistically, indlela elula yokwenza uvavanyo lwedijithali kukugubungela ukuzama kwakho phezulu kwendawo ekhoyo. Ezi zinzame ziyakwazi ukusebenza ngezinga elikhulu kwaye azidingi ukusebenzisana nenkampani okanye uphuhliso olubanzi lwesoftware.

Ngokomzekelo, uJennifer Doleac noLuke Stein (2013) basebenzisa inzuzo yemarike e-intanethi efana neCraigslist ukwenzela ukuba baqhube uvavanyo olulinganisela ubandlululo lobuhlanga. Bakhangisa amawaka e-iPod, kwaye ngokuchaneka ngokuchanekileyo iimpawu zomthengisi, bakwazi ukufunda umphumo wobuhlanga kwimicimbi yezoqoqosho. Ngaphezulu, basebenzisa isilinganiselo sabo sokwenza uqikelelo xa umphumo wawukhudlwana (i-heterogeneity yeempembelelo zonyango) kunye nokubonelela ngeengcamango malunga nokuba kutheni kwenzeka umphumo (iindlela).

Izaziso ze-Doleac kunye ne-Stein ze-iPod ziyahluka ngeendlela ezintathu. Okokuqala, abaphandi bahluke iimpawu zomthengisi, okwakuboniswa ngumfanekiso wesandla ophethe i-iPod [emhlophe, emnyama, emhlophe ngomfanekiso] (umfanekiso 4.13). Okwesibini, bahluke intengo yokucela [i-$ 90, i-$ 110, i-$ 130]. Okwesithathu, bahluke umgangatho wesicatshulwa (umgangatho ophakamileyo kunye nobuncinane (umz., Iziphene zeApitali kunye neepelisi zepelin)]. Ngaloo ndlela, abalobi babenemveliso ye-3 \(\times\) 3 \(\times\) 2 eyayisetyenziswe kwiimarike zendawo ezingaphezu kwama-300, ukusuka kwiidolophu (umzekelo, eKokomo, e-Indiana naseNorth Platte, e-Nebraska) izixeko (umzekelo, eNew York naseLos Angeles).

Umzobo 4.13: Izandla ezisetyenziselwa uvavanyo Doleac and Stein (2013) . Ii-iPod zithengiswa ngabadayisi abaneempawu ezahlukileyo ukulinganisa ulwaphulo-mthetho kwi-marketplace. Doleac and Stein (2013) ngemvume evela Doleac and Stein (2013) , isiqendu 1.

Ukulinganiswa kuzo zonke iimeko, iziphumo zilungcono kubathengi bamhlophe kunabathengi abamnyama, nabathengisi abathandwayo abaneziphumo eziphakathi. Ngokomzekelo, abathengisi abamhlophe bafumana izibonelelo ezininzi kwaye babe nexabiso eliphezulu lokuthengisa. Ngaphandle kweziphumo eziqhelekileyo, u-Doleac no-Stein baqikelela ukuba i-heterogeneity yeziphumo. Ngokomzekelo, ukuchazwa kwesinye kwimbali yokuqala kukuba ukucalulwa kuya kuba ngaphantsi kweemarike apho kukho ukhuphiswano olungakumbi phakathi kwabathengi. Ukusebenzisa inani lezibonelelo kulo marike njengomlinganiselo wokhuphiswano lomthengi, abaphandi bafumanise ukuba abathengisi abamnyama bafumana uncedo olubi kakhulu kwiimarike ezinomgangatho ophantsi wokukhuphisana. Ukongezelela, ngokuthelekisa iziphumo zeentengiso kunye nombhalo ophezulu kunye nobuncinci, u-Doleac no-Stein bafumene ukuba umgangatho wesikhangiso awuzange ube nefuthe lokungalungi abajongene nabathengi abamnyama nabonobumba. Ekugqibeleni, basebenzisa inzuzo yokuba iintengiso zafakwa kwiimarike ezingaphezu kwe-300, abalobi bafumanisa ukuba abathengisi abamnyama babehlelelekile kwiidolophu ezinezinga eliphezulu lolwaphulo-mthetho kunye nokuhlulwa kweendawo eziphezulu. Akukho nanye kwezi ziphumo kusinika ukuqonda ngokucacileyo ukuba kutheni abadayisi abamnyama baneziphumo ezimbi, kodwa, xa zidibaniswa neziphumo zenye izifundo, baqala ukuzisa iingcamango malunga nezizathu zobandlululo lobuhlanga kwiintlobo ezahlukeneyo zokuthengiswa kwezoqoqosho.

Omnye umzekelo obonisa ukuba abaphenyi bakwazi ukuqhuba iimvavanyo zenkalo yedijithali kwiinkqubo ezikhoyo uphando nguArnout van de Rijt kunye noogxa (2014) kwiitshixo zokuphumelela. Kwiinkalo ezininzi zobomi, abantu ababonakala banjengaye baphela ngeziphumo ezahlukileyo. Enye inkcazo enokwenzeka kulo mzekelo kukuba loo nto incinci-kwaye ngokuyinqobo i-benefits-random ingenayo kwaye ikhule ngaphezu kwexesha, inqubo abaphandi ababiza ngayo inzuzo . Ukuze kuqinisekiswe ukuba imiphumo encinane yokuphumelela ingena okanye iphelile, i-van de Rijt kunye noogxa (2014) bangenelela kwiinkqubo ezine ezahlukeneyo ezinika impumelelo kubachaphazelekayo abakhethiweyo, kwaye bavavanya impembelelo elandelayo yale mpu melelo.

Ngokukodwa, i-van de Rijt kunye noogxa (1) bathembisa imali kwiiprojekthi ezikhethiweyo ngokukhawuleza kwi-Kickstarter, iwebhusayithi ye-crowdfunding; (2) ngokuqinisekileyo lilinganiswe ukuhlaziywa okukhethiweyo ngononophelo kwii-Epinions, i-website yokuhlaziywa kwemveliso; (3) unikezele ngamabhaso okukhethiweyo abakhethiweyo kwi-Wikipedia; kwaye (4) sayinwe izikhalazo ezikhethiweyo ngezikhethi kwi-change.org. Bafumene iziphumo ezifanayo kakhulu kuzo zonke iinkqubo ezine: kwimeko nganye, abathathi-nxaxheba abaye banikezelwa ngenye indlela impumelelo baye bafumana impumelelo engapheliyo ngaphezu koontanga lwabo olungenakulinganiswa ngokupheleleyo (umfanekiso 4.14). Inyaniso yokuba indlela efanayo iyavela kwiinkqubo ezininzi inyusela ukuqinisekiswa kwangaphandle kwezi ziphumo kuba kunciphisa ithuba lokuba le pateni yinto yokusebenza yenkqubo ethile.

Umzekeliso 4.14: Imiphumo emide yexesha elide lokufumana impumelelo kwiinkqubo ezine zeentlalo ezahlukeneyo. U-Arnout van de Rijt kunye noogxa (2014) (1) bathembisa imali kwiiprojekthi ezikhethiweyo ngokukhawuleza kwi-Kickstarter, iwebhusayithi ye-crowdfunding; (2) ngokuqinisekileyo lilinganiswe ukuhlaziywa okukhethiweyo ngononophelo kwii-Epinions, i-website yokuhlaziywa kwemveliso; (3) unikezele ngamabhaso okukhethiweyo abakhethiweyo kwi-Wikipedia; kwaye (4) sayinwe izikhalazo ezikhethiweyo ngezikhethi kwi-change.org. Ukutshintshwa Rijt et al. (2014) , isiqendu 2.

Ngokubambisana, le mizekelo emibini ibonisa ukuba abaphandi bangakwazi ukuqhuba iimvavanyo zenzalo ye-digital ngaphandle kwemfuneko yokudibanisa neenkampani okanye ukwakha iinkqubo zedijithali ezinzima. Ukuqhubela phambili, itheyibhile 4.2 inikeza imizekelo eminye ibonisa uluhlu lwezinto ezinokwenzeka xa abaphandi basebenzisa isiseko seenkqubo ezikhoyo ukwenzela unyango kunye / okanye ukulinganisa iziphumo. Ezi zilingo ziphantsi kakhulu kubaphandi kwaye zinikela ngezinga eliphezulu lokwenene. Kodwa banikela abaphandi banqanda ukulawula abo bathathi-nxaxheba, unyango kunye neziphumo ekufuneka zilinganiswe. Ukuqhubela phambili, ukwenzela ukuba kwenziwe ukuhlolwa kwenkqubo enye kuphela, abaphandi kufuneka babe nexhala lokuba imiphumo ingaqhutyelwa yimiqulu ethile yenkqubo (umz., Indlela iKickstarter iqhuba ngayo iiprojekthi okanye indlela eya kutshintshwa ngayo iiprogram); ngolwazi olungakumbi, ubone ingxoxo malunga ne-algorithmic ephazamisayo kwisahluko 2). Ekugqibeleni, xa abaphandi bangenelela kwinkqubo yokusebenza, imibuzo ekhohlakeleyo yokuziphatha ivela malunga nenzakalo enokubakho kubathathi-nxaxheba, abathathi-nxaxheba kunye neenkqubo. Siza kuqwalasela lo mbuzo wokuziphatha ngokubanzi kwisahluko 6, kwaye kukho ingxoxo ehle kakhulu kubo kwisihlomelo se-van de Rijt et al. (2014) . Iimveliso zokuthengisa eziza kunye nokusebenza kwinkqubo ekhoyo azilungele zonke iprojekthi, kwaye ngenxa yoko abanye abaphandi bakhela inkqubo yabo yokuhlola, njengoko ndiza kubonisa ngokulandelayo.