平台生态系统的开放性陷阱:系统信任缺失与信任治理  

The Open Paradox of The Platform Ecosystem:System Trust Deficiency and Trust Governance

作　　者：牟宇鹏 郭旻瑞 张辉 汪涛[2,3] MOU Yupeng;GUO Minrui;ZHANG Hui;WANG Tao(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116,China;Economics and Management School,Wuhan University,Wuhan 430072,China;Research Center for Organizational Marketing of Wuhan University,Wuhan University,Wuhan 430072,China;Economics and Management School of Hubei Engineering University,Xiaogan 432000,China)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州221116 [2]武汉大学经济与管理学院,武汉430072 [3]武汉大学组织营销研究中心,武汉430072 [4]湖北工程学院经济与管理学院,湖北孝感432000

出　　处：《科学学与科学技术管理》2021年第10期56-70,共15页Science of Science and Management of S.& T.

基　　金：国家自然科学基金面上项目(72172107,71672053);国家社会科学基金一般项目(20BGL091)。

摘　　要：互联网、人工智能和大数据的快速进步以及共享经济的发展推动了平台企业的成长,大规模的消费者、服务提供者以及服务补充者通过不断扩大的网络效应形成了松散耦合的平台生态系统。然而由于生态系统的多样性和复杂性,更容易出现利益相关者目标冲突和机会主义行为等开放性陷阱,进而影响系统中参与成员的价值获取。但有关平台生态系统中价值创造阴暗面的研究仍然十分局限,尤其是缺乏对于其影响机制及治理措施的探讨。基于信任理论,研究多主体价值共创行为中存在的平台开放性陷阱对于价值共创意愿的负面影响;同时探讨在文化情境因素的调节下,如何增强系统互信的中介作用进而提升平台中的价值共创意愿。针对共享住宿平台的多主体情境进行了问卷调查,共获得506个有效样本,结果表明:多主体参与行为中存在目标冲突、机会主义、角色冲突与模糊等开放性陷阱,会对价值共创意愿造成一定的消极影响。当社会文化认知中对于平台企业的社会规范、信念的一致性增强时,开放性陷阱对系统互信的负面影响会减弱,价值共创绩效随之提升。The emerge of the sharing economy,with the rapid soar of the Internet,artificial intelligence,big data have promoted the growth of platform companies.Due to the large-scale and multi-party participants in the digital platform,which involve users,service providers,platform enterprises,and other entities,there may be open paradoxes in the platform.Such as goal conflict,active opportunism,role conflict,and role ambiguity issues have put forward severe challenges on the trust governance in the platform.Most of the existing literature focuses on defining the concept and logical evolution of the platform ecosystem,having defined it as a multi-level loosely coupled structure.There still exists a research gap on the dark side of multi-agent participation in the platform ecosystem,ignoring the whole system trust issues and its governance mechanisms.Based on trust theory,this study discusses the important questions of how the platform open paradox between multilateral participation impacts value co-creation intention,showing the mediation effect of the institution-based trust and identification-based trust deficiency.Meanwhile,it discusses how the norms and beliefs existing in social and cultural cognition can enhance the intermediary role of system mutual trust and thus improve the value co-creation performance.This study systematically analyzes the deficiency of trust in the platform ecosystem by testing a moderated mediation model and establishes a trust governance mechanism for the platform from a culturally driven perspective.A questionnaire survey was conducted on the shared accommodation platform.Participation behavior in this context was taken as the research object,obtaining 506 valid samples.SPSS25.0 and AMOS26.0 were used to analyze the reliability and validity of the questionnaire data and regression analysis and testing,empirical results show that:there are open paradoxes in shared accommodation platform participation behavior,which will have a certain negative impact on continued participation intention.The l

关 键 词：平台企业 多主体参与 开放性陷阱 系统互信 

分 类 号：F270[经济管理—企业管理]