共享经济平台用户价值独创机制研究——以Airbnb与闲鱼为例

The Mechanism of User Independent Value Creation Under the Sharing Economy——Airbnb&Xianyu as Examples

随着共享经济的发展,用户更加主动的参与到价值创造活动中来,用户价值独创成为共享经济背景下的独特价值创造方式。以共享经济平台型企业Airbnb和社群型闲鱼为例,进行双案例比较研究并通过扎根编码构建出基于"动机—行为—结果"的共享经济用户价值独创运行机制。同时,对"共享经济与传统经济价值创造服务层次"以及"消费社群、社群经济与共享经济"进行探讨。研究发现:用户价值独创受环境因素影响的同时消费社群具有重要的调节作用。进一步探究用户价值独创机制发现,区别于传统经济,共享经济具有"企业—用户"、"P用户—D用户"和"服务提供方—D用户"三个服务层次。研究结论不仅丰富了顾客独创价值理论,构建出共享经济用户价值独创机制,增强共享经济解释力,还对共享经济企业具有一定的实践启示。

With the development of the sharing economy,users are more actively involved in the value creation activities,with showing such characteristics as high autonomy,strong personalization and high independence.The phenomenon of user independent value creation is more common in the context of the sharing economy.As an important way of value creation in sharing economy,the research on user independent value creation is still vacant.Therefore,how do sharing economy users create value independently?What are their motivations for participating in independent value creation?What factors influence the process of its independent value creation?These issues are worthy of in-depth discussion by the academic community,and have certain urgency and innovation.These issues are worthy of in-depth discussion by the academic area,which also have certain urgency and innovations.Therefore,this paper selects platform-based company Airbnb and community-based company Taobao XianYu as examples,through in-depth analysis of grounded theory and constructs the mechanism of user independent value creation in the context of sharing economy.The paper not only enriches the current research on customer independent value creation in academia,but also enhances the interpretation of the sharing economy,which helps to open the"black box"of the sharing economy organization and further enrich the theory of enterprise organization.Therefore,the paper endows"customer independent value creation"with new connotation of sharing economy,in order to define and summarize the main characteristics of user independent value creation According to the research method,the paper utilized the Case Study Method and adopts the research design of double-case comparative analysis.Taking platform-based Airbnb and community-based Xianyu as cases.In terms of the analysis method,the paper follows the grade-by-level coding form of Gioia et al.(2013),including open coding,axial coding and selective coding.This paper adopts multi-source data collection methods such as semi-structured interview,participatory observation and second-hand data collection to form triangular verification.This study builds a theoretical framework,based on"Motivation—Behavior—Result"structure,for the unique operating mechanism of user independent value creation under the sharing economy through grounded theory.The study found that:the motivations of user independent value creation are including active motivations(life demand、experience activity and economic benefit)and limited motivations(cost savings and unique demands);the behaviors of that include personalized services,experience activities,trading mode,interaction and sharing;the results are adding the users’value and improving sharing economic social benefits.What’s more,the mechanism of User Independent Value Creation influenced by external and internal environmental factors,while emphasizing the regulating role of the consumer community.The paper discussed these three topics in depth:"The mechanism of sharing economy User Independent Value Creation","The mechanism of the differences of value creation service levels between traditional and Sharing Economy"and"Consumer Community,Community Economy and Sharing Economy".Different from the single dominant logic in the traditional economy,the service logic in the sharing economy is no longer a single supplier-led logic or user-led logic,but a comprehensive use of these two.This study believes that the service level of sharing economic value creation should be subdivided into three service levels,which are simply expressed as"Enterprise-User","P user-D user"and"Service provider-D user"three levels.What’s more,the consumer community plays a regulating role in user independent value creation in the sharing economy,which is not only to further help enterprises in the sharing economy to understand the consumer community,but also a preliminary exploration of the application of community organizations in the sharing economy.In addition,it can be seen that the development of community economy promoted by the Internet is closely related to the sharing economy.Users of the sharing economy are endowed with more dominant rights in value creation,which is more equality between users and platforms and between users.Users of the sharing economy play the role of"Pro-sumers"and jointly constitute the business ecosystem of the sharing economy with platform enterprises.Therefore,it can be seen that the construction of User Independent Value Creation Mechanism is a very important supplement to the study of sharing economy,which can further enhance the explanatory power of sharing economy,thus revealing the"black box"of sharing economy organization.This study believes that user independent value creation occurs at all stages of value creation.Because of the complexity of the service level of value creation and the dynamic role of participants in the sharing economy,the ways of value co-creation and independent creation at different levels are not invariable,but can be transformed.The mechanism constructed is to take users as the main group of value creation.It is worth mentioning that another innovation point of this research is that the regulation effect of consumption community and the influence of environmental factors such as institutional environment on the mechanism of user independent value creation.That is to say,while perfecting the theory of customer independent value creation and constructing the mechanism of user independent value creation in the sharing economy,it has triggered the thinking of"the correlation among consumer community,community economy and sharing economy"and how sharing economy enterprises should cope with different institutional environments to enhance their legitimacy status.According to management implications,this paper provides three suggestions for better developing sharing economy as followed:First,enterprises should pay attention to the user independent value creation and act as a"subsidiary"of value creation.sharing economy enterprises should take an indirect and natural way to participate in user value creation process;Second,the use of digital technology to promote the construction of consumer communities,enhance the ability of enterprise innovation;Third,understand the"Chinese context"and promote the legal status of sharing economy enterprises.According to research prospects,cases selected only involves two fields of housing sharing and second-hand idle sharing,multiple sharing economy industries and fields can be covered in the future,so as to increase the universality of the study.Furthermore,future research can use more research methods such as large sample surveys to conduct in-depth research.Based on this,there are still the following issues worth discussing:Research on the business model innovation of sharing economy enterprises from the perspective of user independent value creation;The influence of different institutional environments on user independent value creation in the sharing economy;Formation mechanism of community organization,etc.