基于互惠动机的众创空间价值共创行为决策机制研究

Decision Mechanism of Value Co-creation Behavior of Maker Space Based on Reciprocal Motivation

以核心企业主导型众创空间为研究对象,以DK序贯互惠博弈模型为基础,同时考虑入驻企业的物质效用和互惠心理效用,构建了基于入驻企业互惠的核心企业主导型众创空间中入驻企业与运营方价值共创行为决策的两人两阶段序贯互惠博弈模型。文末以海创汇平台为例,通过数值分析了入驻企业与海创汇平台之间的互惠博弈,对所得结论做了验证。研究结果表明:当入驻企业不具有互惠动机或互惠动机很小时,双方在价值共创过程中易陷入相互投机的“囚徒困境”;在考虑入驻企业的互惠动机时,运营方的投机行为更易遭到入驻企业“以牙还牙”行为的报复;运营方选择合作行为时,具有较强互惠动机的入驻企业也会回报以合作行为,从而打破双方价值共创行为决策的“囚徒困境”,实现帕累托均衡。研究丰富了众创空间价值共创行为决策的相关研究,能够为众创空间相关主体的行为决策提供理论依据。

Taking the core firm-led maker space as the research object,based on the DK sequential reciprocity game model,and considering the material and psychological benefits of the settled enterprises,a two person two-stage sequential reciprocity game model was constructed for the value co-creation behavior decision-making of the settled enterprises and operators in the core firm-led maker space based on the reciprocity of the settled enterprises.Three conclusions were proposed.At the end of the article,taking the Hai Chuang Hui platform as an example,the reciprocal game between the settled enterprises and the Hai Chuang Hui platform was numerically analyzed,and the conclusions obtained were verified.The research results indicate that when the settled enterprises do not have reciprocity motivation or have very little reciprocity motivation,both parties are prone to fall into the“prisoner’s dilemma”of mutual speculation in the process of value co-creation;When considering the reciprocal motivation of the settled enterprise,the speculative behavior of the operator is more likely to be retaliated by the settled enterprise’s“tit for tat”behavior;When the operator chooses cooperative behavior,the settled enterprises with strong mutual motivation will also repay the cooperative behavior,thereby breaking the“prisoner’s dilemma”of value co-creation behavior decision-making between both parties and achieving Pareto equilibrium.The findings of the study enrich the relevant research on value co-creation behavior decision-making in maker spaces,and can provide theoretical basis for the behavior decision-making of stakeholders in maker spaces.