分享经济背景下价值共创行为的影响因素——以网约车为例

Factors Affecting Value Co-creation Behavior in the Sharing Economy:The Case of Online Car-hailing

分享经济背景下,价值共创的机理需要寻求新的解释。本文以网约车服务为研究对象,基于分享经济的特性、价值共创理论和社会互动理论,改进整合型技术接受模型,并以性别、年龄、经验和月收入等消费者基本信息作为调节变量,识别分享经济背景下价值共创行为的影响因素。实证结果发现:顾客价值对价值共创参与行为的影响最大,而价值共创意愿是影响价值共创公民行为的最重要因素;人际互动和产品互动正向影响顾客价值;顾客价值和社会影响对价值共创意愿具有正向影响,而期望努力对价值共创意愿具有负向影响。此外,低龄或低收入群体的期望努力对价值共创意愿的影响不显著,高龄或高收入群体更注重顾客价值,低收入群体的价值共创意愿对价值共创参与行为无显著影响;经验丰富群体更看重产品互动,经验缺少群体更看重人际互动;对经验丰富群体而言,顾客价值对价值共创参与行为和价值共创公民行为的影响更大。

The sharing economy has developed rapidly relying on the Internet,mobile Internet and other digital technologies.The sharing economy separates the ownership and use rights of various kinds of facilities.In the context of this new resource allocation mode,the mechanism of value co-creation in the sharing economy needs to seek a new explanation.In this paper,we take online car-hailing,which is the pioneering industry in the sharing economy,as an example for our study.Based on the characteristics of sharing economy with digital trading platform as the hub,reuse of idle resources,lower equilibrium prices of similar products or services and so on,by integrating value co-creation theory and social interaction theory,we develop the unified theory of acceptance and use of technology(UTAUT)to identify factors affecting value co-creation behavior in the sharing economy using structural equation model.Basic consumer information such as gender,age,personal experience and monthly income are the moderating variables.The empirical results show that customer value has the greatest impact on value co-creation participation behavior,and value co-creation willingness has the greatest impact on value co-creation citizenship behavior.Interpersonal interaction and human-product interaction have positive impact on customer value.Customer value and social influence positively affect the value co-creation willingness,while expected effort negatively affects the value co-creation willingness.The expected effort of the younger or lower income group has no significant influence on the value co-creation willingness.The elder group or higher income group pays more attention to customer value.The value co-creation willingness of low-income group has no significant influence on value co-creation participation behavior.The group with richer experience focuses more on human-product interaction,while the group with less experience pays more attention to interpersonal interaction.For those with richer experience,value co-creation participation behavior and value co-creation citizenship behavior are more likely influenced by customer value.