评价者分类视角下商业模式创新的合法化机制——以网约车的类别涌现为例

Legitimization of Business Model Innovation from the Perspective of Evaluator Categorization:A Case Study of the Emergence of Online Car-hailing

商业模式创新面临着多重合法性考验,现有研究大多从制度视角和战略视角展开,对于评价者视角关注不足。本文针对中国网约车2012~2018年的制度化过程,基于评价者分类视角,分析利益相关者的合法性判断流程,并探究商业模式创新的合法化机制。研究发现,评价者基于分类认知对商业模式创新进行合法性判断。因此,网约车平台的合法化策略需要与不同的评价主体、判断模式和分类标准实现动态适配,进而产生合法性的桥接、溢出和累加效应,最终由量变到质变,实现商业模式创新的合法化。在这个过程中,利益相关者基于原型和价值目标对网约车进行分类评价,建立起由“认知引导行为”到“行为反馈认知”的双向互动机制。本文将合法性判断与分类理论相结合,阐释了个体认知如何推动新类别涌现的问题,识别出一系列基于分类的合法性获取策略,为探索商业模式创新的合法化机制提供了理论支持和实践启示。

Business model innovation faces the challenge of multiple legitimacy.Most of the existing research is carried out from insti⁃tutional and strategic perspectives,overlooking stakeholders'active roles as evaluators.To this end,drawing on the micro perspective of evaluator categorization,we conduct a longitudinal case study of China's Online Car-hailing during 2012-2018 and try to analyze the legiti⁃macy judgment process of stakeholders and thus conclude the legalization mechanism of business model innovation.It is found that the evaluators judge the legitimacy of business model innovation based on classification cognition.The legalization strategy of online ride-hail⁃ing platforms needs to achieve dynamic adaptation with different evaluation subjects,judgment models,and classification criteria,then pro⁃mote the bridging,overflow,and accumulation effects of legitimacy,and finally realize the legalization of business model innovation.In this process,the stakeholders judge the Online Car-hailing business model according to prototype-based and value-based categorization,which presents a two-way interaction process of"cognitive guidance behavior"and"behavioral feedback cognitive".This study integrates legitimacy judgment and categorization theory,and identifies a series of legitimacy acquisition strategies based on categorization,thus ex⁃plaining how individual cognition promotes the emergence of new categories from the micro perspective,which will provide theoretical sup⁃port and practical inspiration for exploring the legitimacy realization of business model innovation.