共享经济中供应用户角色压力对持续价值共创行为的影响

The Influence of Supplier User’s Role Stress on Continuous Value Co-creation Behavior in the Sharing Economy:A Mediated Moderation Model

共享经济使价值共创参与主体由提供方、顾客方转变为供应用户、顾客用户与平台。供应用户需要扮演提供方与顾客方双重角色,这为其带来了角色压力。但鲜有研究关注供应用户的角色压力对其共创行为的影响。为弥补此空缺,本文基于价值共创过程理论与角色压力理论,检验了供应用户角色压力对持续价值共创行为的影响机制。研究结果表明:角色压力(角色模糊、角色冲突、角色超载)对自主感有负向影响;自主感对持续价值共创行为有正向影响;自主感在角色冲突、角色超载与持续价值共创行为的关系中均起着完全中介作用;自我建构在角色压力与自主感的关系中具有调节作用;进一步,自我建构调节了自主感在角色冲突、角色超载与持续价值共创行为之间的中介作用。本文研究结论拓展了角色压力与价值共创理论在共享经济中的应用,为企业提供了引导共享经济模式中价值共创活动的管理借鉴。

The sharing economy changes the participants of value co-creation,from suppliers and customers to supplier users,customer users and the platform.Supplier users need to act as both supplier and customer,which puts pressure on them.Many researches have focused on the impact of role stress on employee’s behavior in the formal work environment.Sharing economy creates a flexible and informal working environment for participants.However,few researches pay attention to the effect of role pressure on the behavior of participants in the environment of sharing economy.Based on value co-creation process theory and the role stress theory,this study examines the mediating role of autonomy and the moderating role of self-construal on the relationship between role stress and continuous behavior of value co-creation through a mediated moderation model.On basis of structural equation and statistical software,we tested our model with the questionnaire data from 517 part-time drivers of Didi.Based on the role stress perspective,this study examines the relationship between the supplier user’s role stress and continuous value co-creation behavior.Results show that role ambiguity,role conflict,role overload are negatively related to autonomy;perceived autonomy is positively related to continuous value co-creation behavior;role stress influences continuous value co-creation behavior through the complete mediation of perceived autonomy;self-construal can modulate the relationship between role stress and perceived autonomy;furthermore,self-construal significantly moderates the indirect effect of role stress on continuous value co-creation behavior through perceived autonomy.This study puts the value co-creation theory into the sharing economy background,which not only expands the application boundary of the value co-creation theory,but also proves that value co-creation is a micro means to realize the sharing economy.Previous literatures have analyzed the process and mechanism of value co-creation at the same time,either from the perspective of enterprises or from the perspective of customers,or even from the perspective of both enterprises and customers.However,they generally take the traditional economic model as the research background,and believe that the role of value co-creator is static and single.However,this study explores the value co-creation mechanism in the sharing economy background from the perspective of supplier user with dual roles.