A Közösségi Gazdaság terjedése – empirikus elemzés a közösségi médiaplatformok, mobilalkalmazások és streaming szolgáltatások üzleti modelljeinek vizsgálatán keresztül
témavezető: Tóth Gergely
helyszín (magyar oldal): MATE-Vidékfejlesztés és Fenntartható Gazdaság Intézet helyszín rövidítés: MATE
A kutatási téma leírása:
n the sharing economy, persons rent or “share” things like their cars, rooms, houses or apartments to other people. Also personal time is not sold, but shared in a peer-to-peer fashion [Hamari 2016, Hook 2016]. Sharing economy is a basically new approach to the ownership, use and marketing of products and services and has the highest chance to turn the current form of market economy into something slightly or dramatically different. The term is used to describe distributing goods and services differently from the traditional business models via hiring employees and selling products to consumers. Others call it “access-economy”, which might be a more proper, but less used term [Eckhardt 2015]. Uber and Airbnb are just two iconic examples of the sharing economy, generating massive and fierce debate among professionals, regulators, and researchers. Sharing economy is not fully dependent, but in its current form heavily relies on Internet-based social networks: a feeling of trusting – formerly unknown people through – the Network substitutes the traditional feeling of trusting your friend, group member or other peer in the local, personal society.
Sharing Economy was a huge hype in the first half of the 2010s. Other business sustainability movements (BSM) like Circular Economy or ESG have overcome it (Tóth 2019), also the flagship sharing economy networks have either become very traditional, profitable and mainstream business models (e.g. Airbnb) or were banned (e.g. Uber in certain countries). The main question of this PhD thesis is whether Sharing Economy is dead, or still alive? Or more alive than before? To answer this research question first we look at a wide range of business models of social media (e.g. FB, see adds or sell your personal data?), streaming services and pirate video / torrent sites (e.g. nCore vs. Netflix, download and/or subscribe) and music sharing apps (e.g. YouTube Music vs. MusicMatch, free, subscription or contribution?). After [1] selecting a large but finite pool of services (50-100), [2] we look at exact business models, classify them on a scale from 1-10 (1 - traditional, profitoriented business model, 4-6 mixed, crowed financing type, 10 – totally non-profit), and finally we [3] look at attitude and the consumption patters of different generations. The last [3] research phase will be either a large (500-1000) questionnaire survey or a Q method smaller sample.
PWC has forecasted in 2014 that by 2025 50% of the market will be commanded and controlled by sharing economy businesses. Certainly, this was a far too optimistic forecast. But what is the real figure? Is it significantly higher that the 2013 5%? Our novel research project is to answer this question.
előírt nyelvtudás: angol felvehető hallgatók száma: 1
Jelentkezési határidő: 2024-05-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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