共享出行平台用户参与对用户满意的影响研究——共创用户价值的中介作用
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摘要
在共享经济模式下,企业与顾客角色发生了变化,传统意义的"顾客"已升级为具备更强主动权的"用户"。本研究针对顾企角色的新变化,以共享出行平台—滴滴出行为研究对象,运用结构方程模型(SEM)及相关工具进行实证检验,探索共创价值视角下共享出行平台用户参与对用户满意的影响机制。研究结果表明,共享出行平台用户参与不仅会促进共创用户价值和用户满意度的提升,共创用户价值也会正向影响用户满意度。采用bootstrapping 5000次抽样验证了共创用户价值在共享出行平台用户参与与用户满意之间具有部分中介作用。共享经济企业应重视平台用户的参与度,在提供服务过程中应努力发掘并创造更多的价值载体,向用户传递价值,优化用户服务体验状态,增强用户满意度。
In the sharing economy model, the roles of enterprises and customers have changed in that the traditional "customer" role has been upgraded to "user" with stronger initiative. In light of the new changes of the roles of customers and enterprises, this research takes didi, a car pooling platform in China, as the study object to explore the influence mechanism of user participation on user satisfaction from the perspective of co-building value. The study is an empirical one with structural equation model(SEM) and related tools. The results show that user participation on car pool platforms not only helps improve user value and user satisfaction, the user-builder value also positively affects user satisfaction. Bootstrapping is adopted for 5000 times of sampling to verify that users' co-building value plays a partial mediating role between user participation and user satisfaction in vehicle sharing platform. Sharing economy enterprises should attach importance to the involvement of platform users, explore ways to create more value carriers in the process of providing services, deliver value to users, optimize the user experience on the platform and enhance user satisfaction.
In the sharing economy model, the roles of enterprises and customers have changed in that the traditional "customer" role has been upgraded to "user" with stronger initiative. In light of the new changes of the roles of customers and enterprises, this research takes didi, a car pooling platform in China, as the study object to explore the influence mechanism of user participation on user satisfaction from the perspective of co-building value. The study is an empirical one with structural equation model(SEM) and related tools. The results show that user participation on car pool platforms not only helps improve user value and user satisfaction, the user-builder value also positively affects user satisfaction. Bootstrapping is adopted for 5000 times of sampling to verify that users' co-building value plays a partial mediating role between user participation and user satisfaction in vehicle sharing platform. Sharing economy enterprises should attach importance to the involvement of platform users, explore ways to create more value carriers in the process of providing services, deliver value to users, optimize the user experience on the platform and enhance user satisfaction.
引文
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[27]Sweeney J C, Soutar G N. Consumer perceived value:The development of a multiple item scale[J].Journal of Retailing,2001,77(2):203-220.
[28]Kumar G R. Interaction Orientation and Firm Performance[J].Journal of Marketing,2008,72(1):27-45.
[29]Ennew C T, Binks M. The Impact of Participative Service Relationships on Quality, Satisfaction and Retention:An Exploratory Study[J].Smf Discussion Paper,1999,46(2):121-132.
[30]Kim W G, Ng C Y N, and Kim Y S. Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth.[J].International Journal of Hospitality Management,2009,28(1):10-17.
[31]Oliver R L, Swan J E. Consumer perceptions of interpersonal equity and satisfaction in transactions:A field survey approach.[J].Journal of Marketing,1989,53(2):21-35.
[32]Price L L, Arnould E J, and Tierney P. Going to extremes:Managing service encounters and assessing provider performance.[J].Journal of Marketing,1995,59(2):83-97.
[33]Preacher K J, Hayes A F. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J].Behavior Research Methods,2008,40(3):879-891.
[2]Eisenmann T, Parker G, and Alstyne M V. Platform envelopment[J].Social Science Electronic Publishing,2011,32(12):1270–1285.
[3]杨学成,涂科.出行共享中的用户价值共创机理———基于优步的案例研究[J].管理世界,2017(8):154-169.
[4]Cohen P. What's mine is yours[J].Trends in Genetics,2000,16(3):6-6.
[5]Belk R W. Why Not Share Rather than Own?[J].The Annals of the American Academy of Political and Social Science,2007,611(1):126-140.
[6]Botsman R, Rogers R. What's mine is yours:The rise of collaborative consumption[M].New York:Harper Collins,2010.
[7]Botsman. What s Mine Is Yours:The Rise of Collaborative Consumption[J].Publishers Weekly,2010,257(32):42-42.
[8]Prahalad C K, Ramaswamy V. Co-Creating Unique Value With Customers[J].Strategy and Leadership,2004,32(3):4-9.
[9]Vargo S L, Lusch R F. Evolving to a New Dominant Logic for Marketing[J].Journal of Marketing, 2004,68(1):1-17.
[10]Galvagno M, Dalli D. Theory of Value Co-creation. A Systematic Literature Review[J].Journal of Service Theory and Practice,2014,24(6):643-683.
[11]Prahalad C K, Ramaswamy V. Co-creation experiences:The next practice in value creation[J].Journal of Interactive Marketing,2010,18(3):5-14.
[12]吴光菊.基于共享经济与社交网络的Airbnb与Uber模式研究综述[J].产业经济评论,2016(2):103-112.
[13]Payne A F, Storbacka K, and Frow P. Managing the co-creation of value[J].Journal of the Academy of Marketing Science,2008,36(1):83-96.
[14]Hamari J, Sj?klint M, and Ukkonen A. The sharing economy:Why people participate in collaborative consumption[J].Journal of the Association for Information Science&Technology,2015,67(9):2047-2059.
[15]杨学成,涂科.平台支持质量对用户价值共创公民行为的影响———基于共享经济背景的研究[J].经济管理,2018(3).128-144.
[16]Garcia J M, Fernandez P, and Ruizcortes A. Edge and Cloud Pricing for the Sharing Economy[J].IEEE Internet Computing,2017,21(2):78-84.
[17]Maru File K, Judd B B, and Prince R A. Interactive Marketing:The Influence of Participation on Positive Word-of-Mouth and Referrals[J].Journal of Services Marketing,1992,6(4):5-14.
[18]Homburg C, Danijel Jozi?, and Kuehnl C. Customer experience management:Toward implementing an evolving marketing concept[J].Journal of the Academy of Marketing Science,2017,45(3):377-401.
[19]Mills P K, Morris J H. Clients as"Partial"Employees of Service Organizations:Role Development in Client Participation[J].Academy of Management Review,1986,11(4):726-735.
[20]Auh S, Bell S J, and Mcleod C S. Co-production and customer loyalty in financial services[J].Journal of Retailing,2007,83(3):359-370.
[21]Etgar M. A descriptive model of the consumer co-production process[J].Journal of the Academy of Marketing Science,2008,36(1):97-108.
[22]Zhang T, Gu H, and Jahromi M F. What Makes the Sharing Economy Successful? An Empirical Examination of Competitive Customer Value Propositions[J].Computers in Human Behavior,2018:1-9.
[23]Yannopoulou, N., Moufahim, M., and Bian, X.User-generated brands and social media:Couchsur?ng and Air Bnb.[J]Contemporary Management Research,2013:9(1),85-90.
[24]Chan K, Yim C, and Lam S. Is customer participation in value creation a double-edged sword? evidence from professional financial services across cultures[J].Journal of Marketing,2010,74(3):48-64.
[25]Firat, A. F. Theoretical and philosophical implications of postmodern debates:some, challenges to modern marketing[J].Marketing Theory,2006,6(2):123-162.
[26]Sheth J N, Newman B I, and Gross B L. Why We Buy What We Buy:A Theory of Consumption Values[J].Journal of Business Research,1991,22(2):159-170.
[27]Sweeney J C, Soutar G N. Consumer perceived value:The development of a multiple item scale[J].Journal of Retailing,2001,77(2):203-220.
[28]Kumar G R. Interaction Orientation and Firm Performance[J].Journal of Marketing,2008,72(1):27-45.
[29]Ennew C T, Binks M. The Impact of Participative Service Relationships on Quality, Satisfaction and Retention:An Exploratory Study[J].Smf Discussion Paper,1999,46(2):121-132.
[30]Kim W G, Ng C Y N, and Kim Y S. Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth.[J].International Journal of Hospitality Management,2009,28(1):10-17.
[31]Oliver R L, Swan J E. Consumer perceptions of interpersonal equity and satisfaction in transactions:A field survey approach.[J].Journal of Marketing,1989,53(2):21-35.
[32]Price L L, Arnould E J, and Tierney P. Going to extremes:Managing service encounters and assessing provider performance.[J].Journal of Marketing,1995,59(2):83-97.
[33]Preacher K J, Hayes A F. Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J].Behavior Research Methods,2008,40(3):879-891.