基于脚本理论的共享住宿平台价值共毁影响因素及作用机理——一项混合方法研究  

Influencing Factors and Mechanism of Value Co-destruction of Shared Accommodation Platforms Based on Script Theory:A Mixed Method Study

作　　者：池毛毛 孙雨 李思虹 马海燕 CHI Maomao;SUN Yu;LI Sihong;MA Haiyan(School of Economics and Management,China University of Geosciences,Wuhan 430078,China;School of Information Management,Central China Normal University,Wuhan 430079,China;School of Information Management,Wuhan University,Wuhan 430072,China)

机构地区：[1]中国地质大学(武汉)经济管理学院,湖北武汉430078 [2]华中师范大学信息管理学院,湖北武汉430079 [3]武汉大学信息管理学院,湖北武汉430072

出　　处：《旅游学刊》2024年第6期129-143,共15页Tourism Tribune

基　　金：国家自然科学基金面上项目“共享平台供给者数字韧性的形成与作用机制研究:基于复杂适应系统视角”(72272138);教育部人文社会科学研究规划基金项目“VUCA环境下共享平台供给者数字韧性的前因与影响研究”(22YJA630009)共同资助。

摘　　要：价值共毁是在共享住宿服务生态中较为普遍的现象,影响了数字经济和平台经济的高质量发展。先前大量研究探索了共享经济中的价值共创机制,但较少关注共享平台服务系统中的价值共毁问题,尤其缺乏探讨共享住宿平台参与者的价值共毁具体影响因素与作用机理。基于脚本理论,文章以共享住宿平台的主要参与者为研究对象,采用混合方法探究平台价值共毁的前因,并从平台房客角度验证了价值共毁的作用机理模型。通过探索性案例研究,文章发现,共享住宿平台中的价值共毁主要由平台主要参与者互动过程中的服务脚本不一致造成,并将价值共毁的前因归纳为平台、房东和房客3个维度8个类别,包括平台机制、平台本土化、房东服务能力、信息不对称、房东态度、房客期望、房客态度和房客规范。在探索性案例研究的基础上,文章从平台房客角度开发了包含4个构念18个题项的共享住宿平台价值共毁量表,构建了共享住宿平台价值共毁作用关系模型。研究发现:服务脚本不一致显著正向影响价值共毁感知(包括服务目标阻止和服务净亏损);价值共毁感知显著正向影响价值共毁行为。其中,服务目标阻止在服务脚本不一致与价值共毁行为之间具有显著中介作用。研究结果对于指导和规范我国共享住宿、共享出行等数字经济新业态的高质量发展和可持续发展具有重要理论和实践意义。In the rapidly evolving realms of digital and platform economies,the shared accommodation sector is increasingly encountering a complex phenomenon:value co-destruction.This study delves into this lesser-explored aspect of the sharing economy,juxtaposing it with the widely discussed concept of value co-creation.Utilizing a mixed-method approach grounded in script theory,the research zeroes in on shared accommodation platforms to unravel the factors and mechanisms influencing value co-destruction,with a specific focus on the perspective of platform guests.The investigation commences with an exploratory case study,which unveils a primary source of value co-destruction in shared accommodation platforms:service script inconsistencies among platforms,hosts,and guests.Such inconsistencies result in a misalignment of expectations and experiences among stakeholders,thereby creating a conducive environment for value co-destruction.The study systematically identifies and categorizes the antecedents of value co-destruction into eight pivotal factors across three dimensions:platform mechanisms,host capabilities,and guest behaviors.These encompass elements like platform structuring,localization efforts,hosts'service capabilities,information asymmetry,and the varied expectations,attitudes,and norms of guests.Advancing from the exploratory phase,the research introduces a comprehensive scale to measure value co-destruction in shared accommodation platforms.This tool,comprising 18 items spread across four constructs,is designed from the perspective of platform guests.It serves as a nuanced instrument for quantifying the subtleties of value co-destruction,shedding light on the specific elements that contribute to this phenomenon.The study's findings reveal the significant and positive impact of service script inconsistency on the perception of value co-destruction,which,in turn,substantially shapes co-destructive behaviors among platform users.A key finding is the role of service goal prevention as a critical mediating factor betwe

关 键 词：共享住宿平台 价值共毁 脚本理论 混合研究 

分 类 号：F59[经济管理—旅游管理]