摘要
在大数据和互联网时代,越来越多的研究开始关注共享经济领域,但现有研究主要聚焦于共享经济的现象及概念,对于如何实现共享经济以及网络平台在共享经济模式中如何影响用户间的价值共创行为却鲜有探讨。本文以共享经济网络平台为研究对象,基于价值共创及自我决定理论,以"刺激—有机体—反应"(S-O-R)模型为研究框架,考察了共享经济背景下平台支持质量和用户价值共创公民行为之间的关系。研究结果显示:平台支持质量的三个维度(信任、平等、角色明确)对自我决定感(自主感、胜任感、归属感)有正向作用;自我决定感正向影响用户价值共创公民行为,同时在平台支持质量与用户价值共创公民行为之间扮演着中介作用的角色。
In nearly 10 years,with service-dominant logic,the concept of value co-creation has gradually appeared in various filed of the academic circle. As a new way to create unique value and experiences for customer,its importance has become increasingly prominent. Although service-dominant logic and co-creation have made customers indispensable and essential in the process of value creation,these logics are still focus on provider-dominant logic. Under this provider-dominant logic,the customer as a service recipient plays a passive role in the process of value creation and they can＇t make the value according to self-development needs. However,under the background of the high speed development of cloud computing,big data,mobile internet,consumers are getting more knowledgeable and powerful,and enterprises are losing their control in the business further. Based on this,sharing economy comes forth and this change makes enterprises shift their emphasis from how providers involve customers in their processes to how customers in their ecosystems engage different types of provider.Therefore,how to support and promote the users ＇ value creating activities in sharing economy has become a pressing problem for industry and academia. Although previous researches have made it clear that the materiality of integrating into customers＇ daily life,it is rare to find researches which explore the mechanism deeply and how the platform influences the value co-creation behavior between users in the sharing economy is rarely discussed.Based upon value co-creation and self-determination theory and Stimulus-Organism-Response（ S-O-R） framework,this article examines the relationship between platform support quality and user value co-creation citizenship behavior under the sharing economy background. This study mainly adopts literature research and empirical study methods,and analyzes the data using the statistical software of SPSS23. 0,AMOS21. 0 and MPLUS7. 0. Data collection finishes with 502 valid questionnaires. The results show that the three dimensions of the platform support quality（ trust,equality,role clarity） have positive effects on the self-determination sense（ perceived autonomy,perceived competence and perceived relatedness）.What＇s more,the self-determination sense of user facilitates user value co-creation citizenship behavior and the user perception of self-determination played a mediating role in the relationship between the platform support quality and user value co-creation citizenship behavior.The result of this research is of great theoretical significance. First of all,this research put forward a concept of platform support quality as the breakthrough point of sharing economic research and cast a new light on sharing economy. In particular,this article identifies the three key dimensions of platform support quality,namely trust,equality and role clarity,and applies them into the empirical research. Second,this research expands the study of value co-creation which make a shift from provider-dominant logic to user-provider dominant logic. Third,this paper furnishes the co-creating value in the sharing economic model with a specific path and direction.This research has provided crucial practical implications. For one thing,in order to manipulate users in unconscious way and be ＂invisible hand＂in the process of value creation among users,enterprises should invest key resources into the construction and enhancement of platform support quality. For another,sharing economic enterprises need to improve the user＇s sense of self-determination as a vital strategy to boost user value co-creation citizenship behavior. Finally,platform support quality is a considerable channel for enterprises to intensify the user＇s sense of self-determination. To be specific,sharing economic enterprises should first determine the weight of each dimensions of self-determination sense according to the industry background and strategic goals and then allocate corresponding resources to the construction of varied dimensions on the basis of the weight
出处
《经济管理》
CSSCI
北大核心
2018年第3期128-144,共17页
Business and Management Journal ( BMJ )
基金
北京邮电大学优秀博士生创新基金资助项目"共享经济模式下的社会化价值共创机理研究"(CX2017310)
关键词
共享经济
平台支持质量
用户价值共创公民行为
自我决定感
S-O-R模型
sharing economy
platform support quality
user value co-creation citizenship behavior
self-determination sense
S-O-R framework
作者简介
杨学成（1977-）,男,山东青岛人,教授,管理学博士,研究方向为社会化营销和大数据驱动的管理,电子邮箱mailxuecheng@126.com;;涂科（1982-）,男,湖北武汉人,博士研究生,研究方向为共享经济和价值共创,电子邮箱：64144808@qq.com.通讯作者：涂科.
