会员参与平台治理对用户黏性的影响——基于BILIBILI的单案例研究

The Influence of Members’Participation in Platform Governance on Enhancing User Stickiness:A Case Study Based on BILIBILI

平台企业普遍面临用户规模增加而用户黏性下降的难题,以往的平台治理研究较少讨论用户参与平台治理对增强用户黏性的影响。本文通过对视频网站BILIBILI的单案例研究发现,会员参与平台治理的基础是平台会员制,前提是平台治理策略,渠道是平台治理机制,方式是制度赋权。平台会员制规定会员等级与会员特权挂钩能够产生激励效果,会员交易成本能够形成平台准入门槛和平台退出壁垒;平台应采用“吸引-管理-维持-发展”策略扩大会员群体;平台通过赋予平台会员监督权、举报权和评论权,使之能够参与到平台治理机制中。会员通过参与平台治理机制能够持续参与平台,增强用户黏性。

Platform companies generally face the problem of increasing user scale and decreasing user stickiness.In the past,the platform governance research rarely discussed the impact of user participation in platform governance on enhancing user stickiness.Through a single case study of the video website BILIBILI,this article finds that the basis for members to participate in platform governance is the platform membership system,on the premise of the platform governance strategy,and with the channel of the platform governance mechanism,and the method of institutional empowerment.The platform membership system stipulates that linking membership levels to membership privileges can produce incentive effects,and member transaction costs can form the platform entry and exit barriers.Platforms should adopt the“attraction-management-maintenance-development”strategy to expand the membership group,granting members the rights of supervision,reports and comments,and enabling them to participate in the platform governance mechanism,by which the members can continue to participate in the platform and enhance user stickiness.