共享住宿平台中的质量信号会影响产品定价吗?——基于价值共创行为的研究视角

Will Quality Signal in Sharing Accommodation Platform Affect Product Pricing?——Research Perspective Based on Consumer Value Co-creation Behavior

在共享住宿平台中,消费者能够利用价值共创行为形成共创评分、共创图文和共创文字三类不同的产品质量信号,通过影响潜在消费者购买决策生成信号价值。供给方为制定更加合理的产品价格,需要考虑上述价值共创行为的影响效果。随机抽取本土化代表性共享住宿平台——小猪短租中的北京市房源作为样本,进行实证研究,结果显示在控制其他变量不变的情况下,共创评分信号和共创图文信号能够对产品定价产生显著的正向影响,但共创文字信号的作用效果为负。因此,供给方在制定产品价格时应充分考虑消费者价值共创行为生成的产品质量信号的异质性影响、平台企业则需要完善创新消费者之间的沟通交流渠道,以此促进共享住宿行业健康可持续发展。

In the sharing accommodation platform,consumers can use value co-creation behavior to form three kinds of different product quality signals:co-creation score,co-creation graph-text and co-creation text,generating signal value by influencing potential consumers’purchase decisions.In order to make a more reasonable product price,suppliers need to consider the effect of the consumers’value co-creation behavior.Randomly selecting the houses which in Beijing from piggy short rent as sample to carry out empirical research,the results show that under the control of other variables unchanged,the co-creation score signal and co-creation graph-text signal can have a significant positive impact on product pricing,but the effect of co-creation text signal is negative.Therefore,when setting product’s price,suppliers should fully consider the heterogeneous impact of product quality signals which generated by consumer value co-creation behavior,and platform enterprises need to innovate the communication channels between consumers,so as to promote the healthy and sustainable development of sharing accommodation industry.