价值共毁：内涵、研究议题与展望

Value Co-destruction: Connotation, Research Topics and Prospect

学术界对服务主导逻辑和价值共创思想的研究主要聚焦价值共创的积极方面,忽略了失败或错误的共创过程可能造成的潜在负面影响。针对这一现状,学者们开始将价值共毁的概念引入服务主导逻辑领域。本文以价值共毁作为关键词,在中英文主流数据库中检索出47篇中英文文献,然后整理了价值共毁的提出背景、概念界定,从价值共毁的内在机制、不同互动情境下的价值共毁、技术应用引致的价值共毁等方面对已有研究进行归纳和总结,构建了价值共毁过程循环理论框架,进而从影响因素、互动中的资源与流程、状态与动态、结果与反馈及干预机制等方面阐述未来研究展望。本文较为系统全面地整理了已有研究议题,并为后续研究提供了清晰的思路。

The extant research of service-dominant logic and value co-creation mainly focuses on the positive aspects of value, but ignores the potential negative effects of failure or wrong co-creation process. In view of this situation, scholars began to introduce the concept of value co-destruction into the field of service-dominant logic. This paper conducted literature search in mainstream Chinese and English databases with the keyword of value co-destruction, and summarized the findings of 47 studies related value co-destruction. The research background and definition of value co-destruction were introduced. The characteristics of value co-destruction concept could be described as follow:(1) Value co-destruction causes the well-being of at least one focal actors and/or their networks’ not to reach the optimal state, which may be the sub-optimal state, and may be the loss of well-being.(2) Co-destruction of value occurs in the interaction between focal actors and their networks, either directly or indirectly.(3) Value co-destruction is not a specific observable behavior, but a state. Further, this study explored the mechanism of value co-destruction from the perspective of resource misuse and the misalignment of processes, summarized and sorted out the research conclusion on value co-destruction from different aspects, B2 C/C2 B/C2 C and B2 B interaction situations, and found that while technology brings benefits to users, it also causes value co-destruction. Based on the existing literature, this paper finally constructed a theoretical framework of the cycle of value co-destruction process. It indicates that the formation of value involves multiple subjects such as suppliers, demanders and other stakeholders, whose ecosystem also plays a role. In simple bilateral interaction, co-destruction of value is when at least one of the two parties’ well-being is not optimal. In complex service ecosystems, co-destruction of value involves not only the focal actors, but also their networks, and the co-destruction and co-creation may coexist at the same time. Future research can further explores the influencing factors of value co-destruction, pays attention to the resource utilization and process alignment in the process of value formation, analyzes the result and its impact on subsequent interaction, and takes appropriate measures to effectively intervene the value co-destruction. This paper systematically and comprehensively sorted out the existing research topics and provided clear ideas for the follow-up research.