平台型商业模式创新中连接属性影响价值共创的内在机理——Airbnb的案例研究

Effect of Connection Attributes of Platform-based Business Model Innovation on Value co-creation Based on Case Study of Airbnb

本文探讨了平台型商业模式创新中利益相关者的结构特征和连接属性对价值共创的影响机理。首先,提出供给侧与需求侧两个层面的利益相关者组成的"价值网+",重点阐述了"价值网+"区别于传统价值网或联盟网络的特征。同时,创造性引入"图论"中"点—边—网"的新视角归纳5种属性,即从"点"维度归纳资源属性,包括资源多样性和资源异质性2种属性;从"边"维度归纳连接强度和连接透明度2种属性;从"网"维度归纳网络密度属性。然后,借助价值共创、共享经济、复合基础观等新兴理论基础来探讨"价值网+"的5种连接属性影响价值共创的内在动因,并提出3个命题。最后,本研究应用规范的案例研究方法分析Airbnb案例,以印证相关命题。研究表明:加强资源丰度、关系强度和网络密度均能有效促进平台成员间资源共享和知识创新并最终实现价值共创。

This paper aims to explore effect and mechanism of how structural features and connection attributes of the stakeholders affect value co-creation. Firstly,we propose＂Value Network Plus＂formed by two levels of supply and requirement stakeholders,and then emphatically introduce different characteristics between＂Value Network Plus＂and traditional Value Network（ or Alliance Network）. At the same time,we creatively bring in new perspective of ＂point-edge-net＂of ＂Graph Theory＂,and summarize resource properties,including resource variety and resource heterogeneity,through＂point＂dimension; generalize connection strength and connection transparency through ＂edge＂dimension; draw network intensity through ＂net＂dimension. Then,according to advanced theory,such as Value Cocreation,Sharing Economy,Composition-based View,we explore internal motivation of effects from the above five connection attributes of ＂Value Network Plus＂on value co-creation,and put forward three propositions. Finally,we use normative case study method to analyze Airbnb to prove hypotheses that we proposed. The findings show that higher level of resource abundance,relationship strength and network intensity can effectively promote sharing resource,innovating knowledge among the platform members and ultimately realize value co-creation.