共享服务系统体验价值共创行为的影响因素  

Research on influencing factors of Shared Service System Experience Value Cocreation Behavior

作　　者：胡俊 胡飞 HU Jun;HU Fei(School of Design,Jiangnan University,Wuxi 214122,Jiangsu,China)

机构地区：[1]江南大学设计学院,江苏无锡214122

出　　处：《中国流通经济》2021年第3期77-89,共13页China Business and Market

基　　金：教育部哲学社会科学研究后期资助重大项目“设计学方法体系与中国方案研究”(20JHQ005)。

摘　　要：由于共享经济的发展和信息技术的进步,共享服务系统中的共创行为变得越来越容易实现,消费者与企业协作共创价值成为新的发展趋势。在消费者需求和共享行为都不断变化的情况下,如果共享服务供应商不清楚何种因素能够加速消费者价值共创行为的生成,则会影响共创价值实现。基于服务主导逻辑的理论,构建共享服务系统体验价值共创行为及其影响因素的理论模型。依据收集的450份有效问卷,对数据进行分析后发现,共享服务系统中感知利益、感知信任和社会可持续性通过互动协作(价值共创过程)对顾客体验价值产生影响,顾客体验价值对顾客的价值共创行为意向产生影响。研究结果表明,顾客参与共创动机中的效益动机和信任动机显著正向影响互动协作,互动协作显著正向影响体验价值和共创行为意向,而体验价值在互动协作和共创行为意向之间起到显著部分中介作用。共享服务提供方和产品制造方应多从顾客视角考虑其效益需求和信任需求,定位顾客需求和偏好,提供更有吸引力和说服力的商品与服务,使顾客感知到更多的收益,并形成较高信任度;提升与顾客的互动水平,建立顾客对服务方的好感,激发顾客更多的主动交互行为、参与行为和个人创新行为;重视资源的整合、分配和调动,实行以顾客驱动为核心的开放创新模式;招募优质用户,通过倾听和观察了解其价值主张,促进价值共创行为的生成,改善共享服务系统的整体服务质量。Because of the development of sharing economy and the progress of IT,the cocreation behavior in the shared service system has become increasingly easier to be realized;and the it has become the new development trend for the consumers and enterprises to coordinate with each other to realize the cocreated value.Under the background of the changing demands and sharing behavior of consumers,only with the understanding of the influencing factors of consumers’cocreation behavior,will the shared service providers realize the cocreation value.Based on the theory of service-leading logic,the authors construct a theoretical model of shared service system experience value co-creation behavior and its influencing factors.Based on 450 valid questionnaires and data analysis,it is found that:the perceived interests,perceived trust and social sustainability interact with each other,and they will have impact on the customer experience value;and customer experience value will have impact on customs’intention of value co-creation behavior.The research shows that:customers’benefit motivation and trust motivation have a significant positive influence on the interactive cooperation;interactive cooperation had a significant positive impact on experience value and co-creation behavior intention;and the experiential value plays a significant mediating role between interactive cooperation and co-creation of behavioral intention.Shared service providers and product producers should,first,consider benefit motivation and trust motivation from customers’point of view,do a better job in positioning customers’demands and preference,provide them with more attractable and persuasive commodity and services,make them to perceive more benefits,and improve their level of trust;second,shared service providers and product producers should improve customers interaction level,enhance their favorable impression,and encourage them to participate in positive interaction,and individual innovative behavior;third,shared service providers and product

关 键 词：服务主导逻辑 共享服务系统 体验价值 互动协作 顾客驱动 

分 类 号：F270.7[经济管理—企业管理]