基于SOR模型对共享经济下社群平台用户价值共创意愿的研究  

Research on User’ Willingness of Value Co-creation of Community Platform in the Sharing Economy Based on SOR Model

作　　者：方倩 罗明宇 胡守忠[1] FANG Qian;LUO Mingyu;HU Shouzhong(School of Fashion Technology,Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学服装学院

出　　处：《物流科技》2019年第12期111-116,124,共7页Logistics Sci-Tech

摘　　要：已有研究表明,在共享经济背景下用户是价值共创的主体,社群是用户价值共创的有效方式,用户参与价值共创会给企业带来创新发展.然而当前对于社群平台如何支持用户价值共创则研究较少.因此,文章基于"刺激—机体—反应"模型构建社群平台运行机制对用户价值共创意愿的影响理论框架.并据此设计了问卷完成发放及数据收集,通过使用SEM进行分析,结果表明赋能对用户的平等及社交价值感知有正向显著影响;连接对用户的信任、 社交价值感知有正向显著影响;信任、平等、 社交价值感知对用户价值共创意愿有正向显著影响;但是赋能对信任感知,以及连接对平等感知的影响均不显著.研究结论对社群平台如何提高用户价值共创意愿提供了理论参考与依据.Existing researches show that under the background of sharing economy, users are the subject of value co-creation, and community becomes an effective way of value co-creation. Users’ participation in value co-creation will bring innovation and development to enterprises. However, there is little research on how social platforms support user value co-creation. Therefore, this paper constructs the theoretical framework of the influence of the operation mechanism of community platform on the willingness of users’ value co-creation based on the"stimulation-organism-response"model. Based on this, questionnaires are designed and distributed and the data are collected. Through SEM analysis, the results show that empowerment has a positive and significant impact on users’ perception of equality and social value. Connection has a positive and significant impact on users’ perception of trust and social value. The users’ perception of trust, equality and social value have positive and significant effects on users’ intention to value co-create. However, the effects of empowerment on users’ perception of trust and connection on users’ perception of equality are not significant. The research conclusion provides theoretical reference and basis for how to improve users’ intention to value co-creation.

关 键 词：共享经济 赋能 连接 价值共创意愿 SOR模型 

分 类 号：F713.360[经济管理—产业经济]