互动导向共享经济平台用户的价值共创——一个混合效应模型的检验  

Does Interaction Inspire the User Value Co-creation on Sharing Economy Platforms--Testing of A Mixed Effect Model

作　　者：张烨[1] 高素英[1] 王羽婵 Zhang Ye;Gao Suying;Wang Yuchan

机构地区：[1]河北工业大学经济管理学院 [2]南开大学滨海学院

出　　处：《兰州学刊》2021年第4期78-95,共18页

基　　金：国家社会科学基金项目“共享经济商业模式演进路径、要素联动及潜在人口红利生成机理研究”(项目编号:17BJY033)。

摘　　要：互动是价值共创的基础,而数字化智能化平台时代,互动促进用户在共享经济活动中的深层次参与,进而激发用户价值共创行为涌现的作用机理尚不明晰。着眼于客户价值共创管理视角,基于服务主导逻辑理论体系,通过理论分析与实证检验,揭示了用户基于共享经济平台展开互动,通过顾客关系、顾客心理所有权中介变量、感知价值调节变量影响平台用户价值共创行为涌现的内在机制。结果表明:互动对共享平台用户价值共创行为具有积极影响,顾客关系及顾客心理所有权在上述影响中存在部分中介作用,感知价值正向调节了互动、顾客关系对价值共创行为的影响。共享经济企业需要营造良好的平台运营环境来提高互动质量,塑造用户对平台的心理所有权,并着力提升用户的感知价值,驱动用户价值共创行为的涌现。Interaction is the foundation of value co-creation.In the era of intelligent anddigital,the mechanism of interaction promoting users’deep participation in sharing economy activities and thus stimulating the emergence of user value co-creation behavior is still unclear.Focusing on the perspective of customer value co-creation management,based on service-dominant logic theory,through theoretical analysis and empirical research,it reveals that the interaction created by the sharing economy platform affects the platform user value through the intermediary variables of customer psychological ownership and perceived value adjustment the internal mechanism of co-creation behavior.The results show that interaction has a positive effect on the value co-creation behavior of sharing platform users.Customer relationship and customer psychological ownership play the partial intermediation in the above-mentioned influence.Perceived value positively regulates the interaction and customer relationship effects on value co-creation behavior.Sharing economy platform companies need to create a good interactive environment,shape users’psychological ownership of the platform,and strive to achieve users’high perceived value and drive users to generate value and co-creation behavior.

关 键 词：共享经济平台 价值共创 顾客关系 顾客心理所有权 感知价值 

分 类 号：F062.4[经济管理—政治经济学]