共享服务者特性对消费者价值共创行为的影响  

The Impact of Shared Service Provider Characteristics on Consumer Value Co‑creation Behavior

作　　者：涂科 杨学成[4] 张冀新 彭梓聪 TU Ke;YANG Xue-cheng;ZHANG Ji-xin;PENG Zi-cong(Hubei Digital Industrial Economy Development Research Center,Wuhan,Hubei,430068,China;Hubei Industrial Research Institute,Wuhan,Hubei,430068,China;Shool of Economics and Management,Hubei University of Technology,Wuhan,Hubei,430068,China;Shool of Economics and Management,Beijing University of Posts and Telecommunications,Beijing,100876,China)

机构地区：[1]湖北数字工业经济发展研究中心,湖北武汉430068 [2]湖北工业研究院,湖北武汉430068 [3]湖北工业大学经济与管理学院,湖北武汉430068 [4]北京邮电大学经济管理学院,北京100876

出　　处：《经济管理》2024年第5期130-148,共19页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金一般项目“数字产业集群创新价值链融合锁定与突破路径研究”(23BGL039);湖北省教育厅哲学社会科学研究项目“协同消费中对等服务者价值共毁行为的干预机制研究”(21Q077);湖北省教育科学规划重点课题项目“数字课堂深度参与促进机制研究——基于双边平台理论视角”(2022ZA24)。

摘　　要：共享经济平台的兴起使越来越多的普通个体能够利用闲置资源为消费者提供服务,成为共享服务者。然而,学术界对共享服务者的特性及其对消费者价值共创行为的影响尚缺乏深入探讨。本文通过理论分析将共享服务者特性归纳为社交性与自主性,并基于刻板印象理论构建了共享服务者特性对消费者价值共创行为的影响机理模型,分别使用大样本网络评论数据和消费者问卷调查数据对共享服务者特性和影响机理模型进行了检验。研究发现:社交性仅对消费者公民行为具有显著的正向影响作用,而自主性仅对消费者参与行为具有显著的正向影响作用。此外,社交性和自主性的交互效应能够通过激发消费者的欣赏情绪同时促进消费者的公民行为和参与行为。本文深化了对共享服务者特性如何从微观层面影响消费者价值共创行为的理解,并为共享服务者形象营销策略的制定提供了理论支持。The emergence of peer⁃to⁃peer sharing platform business models has fundamentally revolutionized pipeline business models,giving rise to a novel category of service providers known as shared service providers.These service providers capitalize on their underutilized assets such as spare rooms,cars,or skills and expertise to effectively cater to consumer demands.In the process of P2P sharing services,the shared service provider has a significant impact on consumer psychology and behavior.The academic community has conducted studies on how shared service providers influence consumers,but there are three aspects that require further research:First,current research mainly focuses on the influence of shared service providers on consumer behaviors such as purchasing,repeat purchasing,booking,and reviewing.However,it does not examine their impact on consumer value co⁃creation behaviors.Second,existing research primarily explores the influence of external attributes of shared service providers(e.g.,photos,facial expressions,star ratings)but neglects to discuss their internal traits.Finally,while trust theory,behavioral motivation theory,and signaling theory have been used to explain the influence of external attributes of shared service providers on consumers in existing research,there is limited utilization of the stereotype impression theory perspective.To address this research gap,this article adopts a consumer perspective and explores the mechanism through which the characteristics of shared service providers impact consumer value co⁃creation behavior from a stereotype theory standpoint.Stereotype theory suggests that individuals tend to form generalizations about certain groups based on perceived traits or attributes associated with those groups.Drawing upon relevant literature on shared service providers and stereotype theory,this study aims to shed light on how specific characteristics exhibited by these providers affect consumer behavior.To test our research model and hypotheses,we collected data from two

关 键 词：共享服务者特性 消费者价值共创行为 刻板印象理论 自主性 社交性 

分 类 号：F590[经济管理—旅游管理]