基于演化博弈的顾客知识共享决策行为研究  

The research on customer knowledge sharing decision behavior based on evolutionary game

作　　者：刘琳[1] 王玖河[1] Liu Lin;Wang Jiuhe(School of Economics and Management,Yanshan University,Qinhuangdao 066000,Hebei,China)

机构地区：[1]燕山大学经济管理学院,河北秦皇岛066000

出　　处：《科研管理》2022年第2期149-159,共11页Science Research Management

基　　金：河北省社会科学基金项目:“顾客参与价值共创机理研究”(HB18GL075,2018.01—2020.12);河北省自然科学基金青年项目:“价值共创情境下的企业知识创新超网络研究——基于顾客知识共享的视角”(G2021203003,2021.01—2023.12)。

摘　　要：在价值共创时代,如何实现数字化转型和创新发展成了企业面临的现实问题和发展的必然趋势,与此同时,知识管理水平和知识创新能力进而成了制约企业创新发展的关键因素,顾客已经成为企业在激烈的市场竞争环境下获取优势的重要资源,基于顾企互动和知识共享的价值创造模式将成为企业商业模式创新的重要趋势,顾客知识的共享对加速企业知识创新进程起着重要的推动作用。基于此,文章从顾企互动的视角对顾客知识共享的决策行为进行了分析,并通过演化博弈模型的构建和仿真分析探究了知识共享成本、知识共享收益、知识储备量和收益分配系数等因素对顾客知识共享决策行为的内部影响机制,通过仿真分析得出结论:(1)当知识共享成本提升时,只有当顾客和企业的参与意愿较高时才会促使知识共享行为的发生,且延缓了知识共享产生的进程;(2)当知识共享收益增加时,能够增强顾客参与知识共享的意愿并且能够加速知识共享进程;(3)当顾客和企业的知识储备量存在差异时,这种差异会一定程度上延缓和抑制知识共享进程,相比之下,当顾客所掌握的知识的储备量大于企业的知识储备量时将更不利于知识共享行为的发生;(4)当企业参与知识共享的初始概率较低时,可以采用为企业制定较高的收益分配系数的方式来促进知识共享行为的产生,但是在确保知识共享行为发生的前提下,为企业分配较多的知识共享收益会延缓知识共享行为产生的速度,此时,加速知识共享行为产生的有效策略是为顾客分配较多的共享收益。In the era of value co-creation,the identity of customers has changed because the implementation of all value creation activities will be centered on the actual needs of users.And customers have become value leaders or co-creators,rather than value receivers and production resources of the enterprise in the traditional sense.Some research has found that customer participation can improve customer satisfaction and loyalty,and enhance customer recognition of the enterprise.Customers can not only provide ideas for creating new products,but also participate in the creation of new products,testing of finished products and providing continuous improvement when they participate in the enterprise′s product innovation.As a complex decision-making behavior,knowledge sharing behavior is affected by many factors.Although scholars at home and abroad have studied the decision-making behavior of knowledge sharing from different perspectives,most of the research on knowledge sharing behavior focuses on supply chain knowledge sharing,virtual community knowledge sharing and organizational internal knowledge sharing,and there are few research results on customer knowledge sharing behavior.The customer knowledge sharing process is a dynamic process and the decision-making behavior of customer knowledge sharing is not generated once,but is generated in repeated games.Therefore,this article intends to study the decision-making behavior of customers participating in knowledge sharing from the perspective of customer-enterprise interaction and the evolutionary game model is used to establish a decision-making model for customer knowledge sharing on this basis.And the influence mechanism of factors such as knowledge sharing cost,knowledge reserve,sharing revenue and revenue distribution coefficient on the decision-making behavior of customer knowledge sharing is explored.Through simulation analysis,it is concluded that:(1)when the sharing cost increases,knowledge sharing behavior can only occur if customers and companies have a high wi

关 键 词：顾客参与 知识共享 演化博弈 

分 类 号：F270.5[经济管理—企业管理]