摘要
价值共创是当前学术界和理论界关注的焦点。文章提出了价值共创的10个假设,构建了服务主导逻辑、顾客参与和网络嵌入影响价值共创的概念模型,以平台能力为中介变量,探讨服务主导逻辑、顾客参与和网络嵌入影响平台能力进而影响价值共创的微观机理,在问卷调查的基础上利用结构方程模型对五者之间的关系开展实证分析。结果表明:服务主导逻辑、顾客参与和网络嵌入都不直接影响平台的价值共创,但通过平台能力间接产生作用;服务主导逻辑不仅直接影响平台能力,还通过顾客参与和网络嵌入间接影响平台能力;顾客参与不仅直接影响平台能力,还通过网络嵌入间接影响平台能力;网络嵌入通过影响平台能力来间接影响价值共创;平台能力在服务主导逻辑、顾客参与和网络嵌入与平台价值共创中起中介作用。因此,企业应重视理念革新,引导顾客参与,并通过网络嵌入结构的优化,共同提升平台动态能力,发挥平台网络效应,实现价值共创。
Value co-creation is the focus of current academic and theoretical circles.This paper puts forward 10 hypotheses of value co-creation,constructs a conceptual model of the impact of service dominant logic,customer participation and network embedding on value co-creation.Taking platform capability as an intermediary variable,this paper discusses the micro mechanism of the impact of service dominant logic,customer participation and network embedding on platform capability,which further influences value co-creation.Based on the questionnaire survey,structural equation model is used to empirically analyze the relationships between the five variables.The results show that service dominant logic,customer participation and network embedding do not directly affect the value co-creation of the platform,but they have indirect functions through platform capability;service dominant logic not only directly affects the platform capability,but also indirectly affects the platform capability through customer participation and network embedding;customer participation not only directly affects the platform capability,but also indirectly affects the platform capability through network embedding;network embedding indirectly affects co-creation through platform capability.Platform capability plays an intermediary role in service dominant logic,customer participation,network embedding,and platform value co-creation.Therefore,enterprises should pay attention to the innovation of ideas,guide the participation of customers,and optimizenetwork embedded structure to improve the dynamic capability of the platform,make full use of the network effect of the platform,and achieve value co-creation.
作者
杨路明
张惠恒
许文东
YANG Lu-ming;ZHANG Hui-heng;XU Wen-dong(School of Business Administration and Tourism Management,Yunnan University,Kunming 650091,China;China Mobile Online Service Co.,Ltd.,Yunnan Branch,Kunming 650221,China)
出处
《云南财经大学学报》
CSSCI
北大核心
2020年第5期76-91,共16页
Journal of Yunnan University of Finance and Economics
基金
云南省哲学社会科学规划重大项目“推动云南数字经济与实体经济融合发展研究”(ZDZB201903)
关键词
服务主导逻辑
顾客参与
网络嵌入
平台能力
价值共创
Service Dominant Logic
Customer Participation
Network Embedding
Platform Capability
Value Co-creation
