短视频数字平台商业模式集聚及组态分析——以抖音短视频创业者为例

The Influencing Factors and Configuration Analysis of Business Model Clustering of the Digital Platform:Taking TikTok as an Example

短视频数字平台的出现降低了创业门槛并提高了创业成功的可能,使短视频数字平台创业者数量呈现“爆发式”增长。本文以中国30个省份抖音短视频创业者作为研究对象,根据数字平台创业者个人印记和创业者与粉丝之间的交互效应两个维度确定女性比例、平台互动、流量变现、社交地位和文化印记五个条件变量,以及短视频数字平台商业模式集聚和文化印记效应两个结果变量,并运用QAC组态分析法分别讨论条件变量对结果变量的影响。研究发现,在对单一结果变量影响因素分析时,女性比例和类型异质是形成商业模式集聚和文化印记效应的重要因素;在对比两种结果变量影响因素分析时,社群地位和流量变现是形成商业模式集聚和文化印记效应的核心因素,且结果具有稳健性。据此,本文提出相应建议,地方政府应出台相关政策鼓励女性创业者展开短视频数字平台创业,短视频数字平台应加大对女性创业者的扶持力度。短视频数字平台创业者应增加与粉丝之间的互动能够提升创业活动的网络效应,进而推动区域短视频数字平台创业的发展。

The emergence of digital platforms has lowered the threshold for entrepreneurship and increased the likelihood of successful entrepreneurship,resulting in an explosive growth of digital platform entrepreneurs.However,the issue of uneven regional development in digital platform entrepreneurship persists,with a concentration of numerous digital platform entrepreneurs in specific regions,indicating that the agglomeration effect has a significant impact on regional entrepreneurship.However,there are few studies on digital platform entrepreneurship from a macro regional perspective in existing literature.Taking TikTok and 600 Tiktok entrepreneurs in 30 provincial-level regions of China as the research object,this paper employs qualitative comparative analysis(QCA),determines five condition variables,namely,female proportion,platform interaction,traffic monetization,social status,and type heterogeneity based on imprinting theory and social cognition theory and according to the two dimensions of personal imprints of digital platform entrepreneurs and the interaction between entrepreneurs and content consumers,and comprehensively discusses the impact on regional business model clustering and regional cultural imprints.The research results show that when analyzing the influencing factors of a single outcome variable,both female proportion and type heterogeneity are important;when comparing the influencing factors of two outcome variables,social status and traffic monetization play a key role,and the results are robust.These results suggest that digital platforms should prioritize female entrepreneurs with high entrepreneurial potential and implement relevant policies to encourage their participation in platform entrepreneurship.For digital platform entrepreneurs,interaction with content consumers is indispensable,as the process of interaction with consumers is actually a process of value co-creation.Enhancing interaction with content consumers can amplify the network effect for entrepreneurs and foster overall development under the influence of regional agglomeration.Compared with previous literature,this paper makes innovation from two aspects.Firstly,it offers a new research perspective.This paper proposes the concept of regional business models from a macro regional perspective,analyzes their causal effects,and clarifies their important influencing factors.Secondly,it applies a new research method.The QCA method is a new path in management research,and currently,scholars′ research mainly focuses on the reasons for the formation of a result.In addition to exploring the reasons for the two outcome variables of regional business model and regional cultural imprints separately,this paper further compares and analyzes the common conditions of the two results,as there is a certain inevitable but unrelated relationship between these two variables,in order to deepen the understanding of regional business model clustering and regional cultural imprints.The research to some extent reveals the internal mechanisms of regional business model clustering and regional cultural imprints for digital platform entrepreneurship,which can provide inspiration for digital platform entrepreneurs′content creation,promote diversified content generation for regional entrepreneurs,and guide entrepreneurs to gather and integrate into regional entrepreneurship clusters.