Uloga digitalnih platformi u razvoju ekonomije dijeljenja

master's thesis

• Title (english): The role of digital platforms in the development of the sharing economy
• Author: Mihaela Cicvarić
• Mentor: Goran Vlašić (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-12-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ovaj diplomski rad se temelji na istraživanju uloge digitalne platforme kao jedne od ključnih tehnoloških preduvjeta u razvoju novog ekonomskog sustava, ekonomije dijeljenja. Popularnosti ekonomije dijeljenja uvelike je pridonijela upravo digitalizacija kroz kreiranje digitalnih platformi koje imaju ulogu poveznica dviju međusobno nepovezanih strana u svrhu dijeljenja nedovoljno iskorištenih resursa. Osim što je riječ o moćnom digitalnom alatu koji mijenja današnji gospodarski poredak, digitalne platforme tako utječu na cjelokupno društvo čije se kulturne preference više ne vode izrekom „ono si što posjeduješ“, već „ono si čemu imaš pristup“. Za potrebe pisanja ovog diplomskog rada, provedena je studija slučaja digitalne platforme Airbnb kao jedne od prvih i ključnih platformi koje su specifičnim obrascem ponašanja pridonijele razvoju novog ekonomskog sustava. Temeljem provedenog istraživanja ključnih obilježja transformacije vrijednosti na digitalnoj platformi Airbnb, analiza podataka je pokazala da se kroz ko-kreaciju na samo-regulirajućoj platformi može utjecati na značajne socio-ekonomske promjene današnjice.

Abstract (english)

The primary aim of this thesis was to examine the role of the digital platform as one of the main technical preconditions in the development of a new economic system, the sharing economy. The popularity of sharing economy has been largely contributed by digitalisation through the creation of digital platforms as links between two unrelated parties that share underutilized resources. In addition to being a powerful tool that changes the economy, digital platforms are thus affecting an entire society whose cultural preferences are no longer guided by the saying „you are what you own“, but „you are what you have access to“. To write this thesis, the case study of the Airbnb digital platform was conducted. Airbnb was chosen as it is one of the first and key platforms that contributed to the development of the sharing economy through a specific behaviour pattern discussed in this thesis. Based on a study of the key features of value transformation by the Airbnb platform, information analysis has shown that through the co-creation on a self-regulatory platform, significant socio-economic changes can be done.

• Keywords: digitalna platforma; ekonomija dijeljenja; ko-kreacija; samo-regulacija; studija slučaja
• Keywords (english): digital platform; sharing economy; consumer co-production; self-regulation; case study
• Language: croatian
• URN:NBN: urn:nbn:hr:148:645232
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-12-03 16:15:21