平台治理、用户参与和互补者关系的交互作用及对价值共创的影响效应

The Interaction Between Platform Governance,User Participation and Complementor Relationships and Their Impact on Value Co-creation

采用线下与线上问卷相结合的257份问卷,研究平台包括线上消费、社区团购、跨境电商等交易型平台,调研时间从2022年6月至2023年2月持续7个月。构建平台正式治理、平台非正式治理、互补者价值共创、互补者关系强度、互补者关系深度以及用户积极反馈行为等变量及各变量的题项,用层次回归分析方法,检验平台治理机制、互补者关系嵌入、用户参与行为与互补者价值共创的情境适配性。结果表明,平台正式与非正式治理机制均对互补者价值共创产生积极影响,且正式治理机制的促进更显著;互补者关系强度正向调节平台正式治理、非正式治理与互补者价值共创的关系,关系深度仅对正式治理机制具有促进作用;用户积极反馈行为促进非正式治理机制与互补者价值共创的正向关系,机会主义行为则放大了正式治理对互补者价值共创的积极影响。由此提出平台应努力构建完善的多元治理结构、与互补者建立积极稳定的合作关系、将用户积极反馈行为作为市场信息的补充、合理规制用户机会主义行为等对策建议。

This research collected data from 257 questionnaires both offline and online,and studied trading platforms including online consumption,community group buying,cross-border e-commerce and others within a period of 7 months,from June 2022 to February 2023.We constructed variables such as platform formal governance,platform informal governance,complementor value co-creation,complementor relationship strength,complementor relationship depth and user positive feedback behavior,as well as question items for each variable,and examined the contextual adaptation relationship of platform governance mechanisms,complementor relationship embeddedness,user participation behavior and complementor value co-creation through the method of hierarchical regression analysis.The results show that:Both formal and informal governance mechanisms of platform enterprises have a positive impact on complementary value co-creation,and the promotion effect of formal governance mechanisms is more significant;Complementors relationship strength promotes the relationship between formal,informal governance mechanisms and complementary value co-creation,and relationship depth only has a positive impact on formal governance mechanisms;Users'positive feedback behavior promotes the positive relationship between informal governance mechanisms and complementary value co-creation,while opportunistic behavior amplifies the positive effect of formal governance on complementor value co-creation.It is proposed that platforms should strive to build a comprehensive multigovernance structure,establish a positive and stable cooperative relationship with complementors,use users'positive feedback behaviors as a supplement to market information,and reasonably regulate users'opportunistic behaviors.