5.3.2 Shaping the Transaction Profile: A Three-pronged Approach
The transaction profile of a platform isn't solely a reflection of its user count or its marketed potential (Clegg et al. 2009). It's a nuanced picture painted by myriad factors, each contributing uniquely to the overall transactional behavior. Our model distills this complexity into three primary components (Shi et al. 2021), each capturing a pivotal aspect of the transaction landscape:
Emerging Effect (Rogers, Singhal, and Quinlan 2019):
o Description: This component captures the initial fervor surrounding a new platform. Think of it as the honeymoon phase, where the platform's novelty and distinctive features lead to a surge in transactions. However, like all good things, this phase has expired. As the platform matures and the initial excitement simmers down, the transactional fervor wanes, leading to a decline in transaction numbers.
Market Share (Cooper 1993):
o Description: As the platform carves its niche in the market and gains traction, its transactional activity is influenced by its market share. Essentially, a larger slice of the market pie translates to more transactions.
Usefulness:
o Description: Beyond initial hype and market share, the platform's inherent value proposition, its usability, plays a pivotal role in shaping transactional behavior. A platform that seamlessly addresses user needs and offers tangible value will naturally see more transactions than one that's cumbersome or misaligned with user expectations.
As observed, this model closely aligns with Gartner's methodology for analyzing technological hype in the sector (Dedehayir and Steinert 2016). We posit that transaction volumes within a specific network predominantly adhere to similar principles. While a more sophisticated strategy can incorporate deep learning techniques for data analysis, it demands a comprehensive model that considers an array of influential factors (Shi et al. 2021)
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