نوع مقاله : مقاله پژوهشی

نویسندگان

• محسن شفیعی نیک آبادی ¹
• رویا اسماعیل زاده ²
• مینا آبفروش ³

¹ دانشیار، گروه مدیریت صنعتی، دانشگاه سمنان، سمنان، ایران ویسنده مسئول : shafiei@semnan.ac.ir

² دانشجوی کارشناسی ارشد رشته مدیریت کسب و کار، دانشگاه سمنان

³ دانشجوی کارشناسی ارشد رشته مدیریت کارآفرینی، دانشگاه سمنان، سمنان، ایران

چکیده

مدل کسب و‌کار عامل مهمی در مزیت رقابتی شرکت‌ها می‌باشد و شرکت ها با تغییر محیط کسب‌و‌کار در اثر تغییرات فناوری و ارتباطات، نیاز دارند مدل کسب و‌کار خود را مجددا خلق کنند. پژوهش حاضر با هدف طراحی مدلی پویا مبتنی بر متن‌کاوی و روش‌های نرم جهت تعیین مهم‌ترین عوامل کلیدی مدل‌های کسب‌وکار الکترونیک صورت گرفته است. به‌منظور استخراج عوامل کلیدی، متون 779 مقاله ده‌ سال اخیر از پایگاه‌ های معتبر مورد بررسی قرار گرفت. پس ‌از بررسی خبرگان و انتخاب 17 عامل اصلی از میان عوامل استخراج‌شده، جهت تحلیل روابط علی بین عوامل کلیدی، از تکنیک دیمتل استفاده‌ شده و ماتریس دیمتل توسط خبرگان تکمیل گردید و در نهایت با استفاده از نرم‌افزار ونسیم، مدل پویای پژوهش ترسیم شد. اثرگذارترین عامل علی، "اینترنت اشیا" و سپس "بلاک‌چین و پردازش‌ابری" است و اثرپذیرترین عامل معلولی "ارزش ارایه ‌شده در کسب‌وکار" می‌باشد. همچنین اثرگذارترین عامل بر کلیه عوامل "ماهیت رسانه‌ها" و اثرپذیرترین عامل از مجموعه‌ عوامل "نوع تکنولوژی مورد استفاده" معرفی شد.

کلیدواژه‌ها

• مدل کسب‌وکار الکترونیک
• متن کاوی
• دیمتل
• مدل‌سازی پویا

موضوعات

• مدیریت داده، اطلاعات و دانش در حوزه کسب‌وکار هوشمند

عنوان مقاله [English]

A dynamic model based on text mining and soft methods to determine the most important key factors of e-business models

نویسندگان [English]

• Mohsen Shafiei Nikabadi ¹
• Roya Esmaeilzadeh ²
• Mina Abfroush ³

¹ Associate Professor، Department of Industrial Management، Faculty of Economics and Management، Semnan University، Semnan، Iran Corresponding Author: shafiei@semnan.ac.ir

² MBA student, Semnan University,

³ Entrepreneurship Management student، Semnan University، Semnan، Iran

چکیده [English]

The business model is an important factor in the competitive advantage of companies، and companies need to recreate their business model by changing the business environment due to changes in technology and communication. The current research aims to design a dynamic model based on text mining and soft methods to determine the most important key factors of electronic business models. This research is based on the text mining method and using the system dynamics modeling approach. In order to extract the key factors، the text mining of 779 articles of the last ten years from the world's authoritative databases has been examined. After examining the experts and selecting 17 key factors from among the extracted factors، in order to investigate the causal relationships between the key factors، the DEMATEL technique was used and the DEMATEL matrix was completed by the experts، and finally، the dynamic model of the research was drawn using Vensim software. The most influential causal factor is "Internet of Things" followed by "blockchain and cloud processing"، and the most impressionable disabling factor is "provided value in the business". Also، the most influential factor on all factors was "nature of the media" and the most impressionable factor among the set of factors was "type of used technology".

Introduction

The business model is an important factor in the competitive advantage of companies، and companies need to recreate their business model by changing the business environment due to changes in technology and communication. The current research aims to design a dynamic model based on text mining and soft methods to determine the most important key factors of electronic business models. This research is based on the text mining method and using the system dynamics modeling approach.
In the current research، using dynamic modeling، the key factors of electronic business models have been determined with text mining and other soft methods. Examining the causal relationships between the key factors of e-business models and determining the effect coefficients of each factor on other factors and finally determining the causal/effectual nature of the factors and prioritizing them based on the degree of influence and effectiveness can Consider the innovative aspect of research.
2.Research Question(s)
The main question of this research is what are the most important key factors of electronic business models and how do they interact?

Literature Review

The business model can be considered as a type of architecture for the product، service and information flow، which includes a description of different business agents، their role in this، potential advantages for each of these agents and their sources of income (Roweley، 2002).
Electronic business models are a description of work processes that are used in virtual or electronic environments such as the World Wide Web (Botto، 2003). These models are a description of the roles and relationships between customers، consumers، partners and suppliers، which seeks to determine and identify the main flows of products، information and money، and to identify major benefits for shareholders and business participants، and by using It works from the Internet to conduct interactions and create value for customers and other stakeholders (Currie، 2004).
According to the literature review، it can be seen that different researchers have presented models in different spatial domains، but no research has been seen that can identify، classify and analyze all the components in different models and identify their interactions.

Methodology

In order to extract the key factors، the text mining of 779 articles of the last ten years from the world's authoritative databases has been examined. After examining the experts and selecting 17 key factors from among the extracted factors، in order to investigate the causal relationships between the key factors، the DEMATEL technique was used and the DEMATEL matrix was completed by the experts، and finally، the dynamic model of the research was drawn using Vensim software. In this research، to collect articles، integrate and clean the data، we tried to use the reliable global databases of Wiley، Taylor and Francis، Springer، Oxford، Inderscience، IGI Global، Emerald، and Elsevier.
In this research، in the first step of collecting articles، merging and cleaning data for articles of the last ten years from the reliable global databases of Wiley، Taylor and Francis، Springer، Oxford، Inscience، IGI Global، Emerald، and Elsevier. Is. At this stage، the following 4 key phrases were searched;
"e-business model"، "e-commerce model"، "electronic business model"، "electronic commerce model"
In the second step of the research، extraction of frequent words was done in the web portal Voint. Voint Portal is an online program used for text analysis.
In the third step of the research، pre-processing، normalization and clustering of frequent words and clustering evaluation were done by Rapidminer software and its output is the classification of data with different topics.
In the fourth step، the key words of each cluster were extracted using the experts' opinion، and finally، the key variables of electronic business models were extracted.
In the fifth step، a researcher-made questionnaire was created based on the Dimtel technique and among experts in the field of e-business (people with more than ten years of working and executive experience in the field of e-commerce and business and the development of information technology tools، in active companies in this field with master's education and above) was distributed in order to identify the causal relationships between the variables extracted in the previous step.
In the sixth step، it is time to present a dynamic model of the studied factors. The dynamic modeling process used in the current research consists of two stages: "modeling cause and effect loops" and "dynamic modeling".

Results

First part: text mining and clustering.
In the first stage of research (text mining)، the results of pre-processing، selection and selection of indicators by experts show 17 factors of "type of business and trade"، "type of value provided in business"، "Type of offered product"، "Type of customer and its features"، "Type of technology used"، "Type of market"، "Online social networks"، "Business platform and website"، "Source and Sourcing"، "Innovation in Business"، "Processes and Knowledge Management in Business"، "Nature of Supply Chain"، "Dimensions of Internet of Things"، "Blockchain and Cloud Processing"، "Competitive environment"، "Information security and privacy"، "The nature of media"، are key factors of electronic business models.
The second part: combining techniques to design a dynamic model.
In the first part of the second stage of the research (Dimtel technique)، the causal model of the factors، the degree of influence and the coefficients of the influence of each factor on other factors have been studied، which is used as the basis for the design of the dynamic model of the research.
In the second part of the second stage of the research (system dynamics)، based on the results of the first stage and then Dimtel، the dynamic model of the key factors of the electronic business model has been designed using Vansim software.

Conclusion

The most influential causal factor is "Internet of Things" followed by "blockchain and cloud processing"، and the most impressionable disabling factor is "provided value in the business". Also، the most influential factor on all factors was "nature of the media" and the most impressionable factor among the set of factors was "type of used technology ". As mentioned، the factors of "Internet of Things" and "Blockchain/Cloud Processing" are the most important causal factors. Considering the importance of Internet of Things and artificial intelligence and blockchain، which are the main driving forces in the future technology revolution، it is suggested that companies pay attention to these technologies in order to earn quick and lasting income. Also، in the prioritization based on the effect of one factor on the set of factors، "the nature of the media" is in the first place، which is a sign of the important need of business activists for the media.
Keywords: E-business model، Text mining، DEMATEL، Voyant، Vensim، Dynamic modeling.
 
 
 

کلیدواژه‌ها [English]

• E-business model
• Text mining
• DEMATEL
• Dynamic modeling