共享经济情境下的价值共创内涵、维度与研究展望
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摘要
共享经济已经成为了营销领域研究的前沿问题,价值共创更是热点问题。然而学术界对其研究还处于成长阶段,研究成果较少。本文在梳理相关文献的基础上,对共享经济情境下的价值共创研究进展进行了回顾。首先,将共享经济情境下的价值共创视为价值共创在共享经济的延伸,重点梳理了价值共创的内涵在共享经济情境下的新变化。其次,重点整理了价值共创在共享经济中的三个核心维度,即互动、授权和体验,并归纳了共享经济情境下对价值共创研究的相关视角。最后,本文提出了若干研究展望,以期为学者关于此视角的研究提供些许帮助。
引文
[1]Puschmann T,Alt R. Sharing Economy[J]. Business&Information Systems Engineering,2016,58(1):93-99.
[2]Eisenmann T,Parker G,Alstyne M V. Platform envelopment[J]. Social Science Electronic Publishing,2011,32(12):1270–1285.
[3]Eckhardt,G. M.,Bardhi,F.,2015. The sharing economy isn’t about sharing at all. Harv. Bus. Rev. 28.
[4]Normann R,Ramírez R. From value chain to value constellation:designing interactive strategy.[J]. Harv Bus Rev,1993,71(4):65-77.
[5]Hartley J. The‘Value Chain of Meaning’and the New Economy[J]. International Journal of Cultural Studies,2004,7(1):129-141.
[6]Heinonen K,Strandvik T,Mickelsson K,et al. A customer‐dominant logic of service[J]. Journal of Service Management,2013,21(4):531-548.
[7]Ng I C L,Smith L A. An Integrative Framework of Value[M]. Emerald Group Publishing Limited,2012.
[8]Prahalad C K,Ramaswamy V. Co-Creation Experiences:The Next Practice in Value Creation[J]. Journal of Interactive Marketing,2004,18(3).
[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]Pinho N,Beiro G,Patrício L,et al. Understanding value co-creation in complex services with many actors[J]. Journal of Service Management,2014,25(4):470-493.
[11]Grnroos C. Service logic revisited:who creates value?And who co‐creates?[J]. European Business Review,2008,20(4):298-314.
[12]Maglio P P,Spohrer J. Fundamentals of service science[J]. Journal of the Academy of Marketing Science,2008,36(1):18-20.
[13]Vargo S L,Lusch R F. From repeat patronage to value co-creation in service ecosystems:A transcending conceptualization of relationship[J]. Journal of Business Market Management,2010,4(4):169–179.
[14]Bo E,Tronvoll B,Gruber T. Expanding understanding of service exchange and value co-creation:a social construction approach[J]. Journal of the Academy of Marketing Science,2011,39(2):327-339.
[15]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.
[16]Payne A F,Storbacka K,Frow P. Managing the cocreation of value[J]. Journal of the Academy of Marketing Science,2008,36(1):83-96.
[17]Hamari J,Sj? klint M,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.
[18]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.
[19]Garcia J M,Fernandez P,Ruizcortes A,et al. Edge and Cloud Pricing for the Sharing Economy[J]. IEEE Internet Computing,2017,21(2):78-84.
[20]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.
[21]Zhang T,Gu H,Jahromi M F. What Makes the Sharing Economy Successful? An Empirical Examination of Competitive Customer Value Propositions[J]. Computers in Human Behavior,2018.
[22]TC Zhang,MF Jahromi,M Kizildag. Value co-creation in a sharing economy:The end of price wars?[J]. International Journal of Hospitality,2018,71(4):51-58.
[23]Bardhi F,Eckhardt G M. Access-Based Consumption:The Case of Car Sharing[J]. Journal of Consumer Research,2012,39(4):881-898.
[24]Bendapudi N,Leone R P. Psychological Implications of Customer Participation in Co-Production[J]. Journal of Marketing,2003,67(1):14-28.
[25]Randall W S. Connection,trust,and commitment:dimensions of co-creation?[J]. Journal of Strategic Marketing,2011,19(1):3-24.
[26]Neghina C,Caniels M C J,Bloemer J M M,Birgelen M J H V. Value Cocreation in Service Interactions:Dimensions and Antecedents[J]Marketing Theory,2014,15(2):655-662.
[27]Youjae Yi,Taeshik Gong. Customer value co-creation behavior:Scale development and validation[J]. Journal of Business Research,2013,66(9):1279-1284.
[28]Kumar Rakesh Ranjan,Stuart Read. Value co-creation:concept and measurement[J]. Journal of the Academy of Marketing Science,2016,44(3):290-315.
[29]Adrian F. Payne,Kaj Storbacka,Pennie Frow. Managing the co-creation of value[J]. Journal of the Academy of Marketing Science,2008,36(1):83-96.
[30]殷英梅,郑向敏.共享型旅游住宿主客互动体验研究———基于互动仪式链理论的分析[J].华侨大学学报(哲学社会科学版),2017(3):90-98.
[31]Fisher D,Smith S. Cocreation is Chaotic:What It Means for Marketing When No One Has Control[J].Marketing Theory,2011,11,(3):325-350.
[32]Hsijui[Wu H J C W. The impact of customer-tocustomer interaction and customer homogeneity on customer satisfaction in tourism service-the service encounter prospective.[J]. Tourism Management,2007,28(6):1518-1528.
[33]Johns N,Leeross D,Ingram H. A study of service quality in small hotels and guesthouses.[J]. Progress in Tourism&Hospitality Research,2015,3(4):351-363.
[34]Tussyadiah I P,Pesonen J. Drivers and barriers of peer-to-peer accommodation stay–an exploratory study with American and Finnish travellers[J]. Current Issues in Tourism,2016:1-18.
[35]李春萍.共享经济服务质量、游客情绪体验与忠诚度关系研究[D].西安外国语大学,2018.
[36]Navarro S,Andreu L,Cervera A. Value co-creation among hotels and disabled customers:an exploratory study.[J]. Journal of Business Research,2014,67(5):813-818.
[37]Grnroos C,Voima P. Critical service logic:making sense of value creation and co-creation[J]. Journal of Academy of Marketing Science,2013,41(2):133-150.
[38]周文辉,邱韵瑾,金可可,等.电商平台与双边市场价值共创对网络效应的作用机制———基于淘宝网案例分析[J].软科学,2015,29(4):83-89.
[39]杨学成,陶晓波.社会化商务背景下的价值共创研究———柔性价值网的视角[J].管理世界,2015(8):170-171.
[40]尤建新,王岑岚.价值共创的理论与实践:基于“共振”视角的综述[J].上海管理科学,2018,40(04):1-5.
[41]胡海波,卢海涛.企业商业生态系统演化中价值共创研究———数字化赋能视角[J].经济管理,2018,40(08):55-71.
[42]杨学成,涂科.共享经济背景下的动态价值共创研究———以出行平台为例[J].管理评论,2016,28(12):258-268.
[43]郝金磊,尹萌.分享经济:赋能、价值共创与商业模式创新———基于猪八戒网的案例研究[J].商业研究,2018(5):31-40.
[44]钟振东,唐守廉,Pierre Vialle.基于服务主导逻辑的价值共创研究[J].软科学,2014,28(1):31-35.
[45]朱良杰,何佳讯,黄海洋.数字世界的价值共创:构念、主题与研究展望[J].经济管理,2017,39(1):195-208.
[46]Wolfgang Kathan,Kurt Matzler,Viktoria Veider. The sharing economy:Your business model's friend or foe?[J]. Business Horizons,2016,59(6):663-672.
[47]曾江洪,陈斯琪.众筹模式下项目支持者价值共创与满意度关系研究[J].管理学报,2016,13(9):1383-1391.
[2]Eisenmann T,Parker G,Alstyne M V. Platform envelopment[J]. Social Science Electronic Publishing,2011,32(12):1270–1285.
[3]Eckhardt,G. M.,Bardhi,F.,2015. The sharing economy isn’t about sharing at all. Harv. Bus. Rev. 28.
[4]Normann R,Ramírez R. From value chain to value constellation:designing interactive strategy.[J]. Harv Bus Rev,1993,71(4):65-77.
[5]Hartley J. The‘Value Chain of Meaning’and the New Economy[J]. International Journal of Cultural Studies,2004,7(1):129-141.
[6]Heinonen K,Strandvik T,Mickelsson K,et al. A customer‐dominant logic of service[J]. Journal of Service Management,2013,21(4):531-548.
[7]Ng I C L,Smith L A. An Integrative Framework of Value[M]. Emerald Group Publishing Limited,2012.
[8]Prahalad C K,Ramaswamy V. Co-Creation Experiences:The Next Practice in Value Creation[J]. Journal of Interactive Marketing,2004,18(3).
[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]Pinho N,Beiro G,Patrício L,et al. Understanding value co-creation in complex services with many actors[J]. Journal of Service Management,2014,25(4):470-493.
[11]Grnroos C. Service logic revisited:who creates value?And who co‐creates?[J]. European Business Review,2008,20(4):298-314.
[12]Maglio P P,Spohrer J. Fundamentals of service science[J]. Journal of the Academy of Marketing Science,2008,36(1):18-20.
[13]Vargo S L,Lusch R F. From repeat patronage to value co-creation in service ecosystems:A transcending conceptualization of relationship[J]. Journal of Business Market Management,2010,4(4):169–179.
[14]Bo E,Tronvoll B,Gruber T. Expanding understanding of service exchange and value co-creation:a social construction approach[J]. Journal of the Academy of Marketing Science,2011,39(2):327-339.
[15]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.
[16]Payne A F,Storbacka K,Frow P. Managing the cocreation of value[J]. Journal of the Academy of Marketing Science,2008,36(1):83-96.
[17]Hamari J,Sj? klint M,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.
[18]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.
[19]Garcia J M,Fernandez P,Ruizcortes A,et al. Edge and Cloud Pricing for the Sharing Economy[J]. IEEE Internet Computing,2017,21(2):78-84.
[20]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.
[21]Zhang T,Gu H,Jahromi M F. What Makes the Sharing Economy Successful? An Empirical Examination of Competitive Customer Value Propositions[J]. Computers in Human Behavior,2018.
[22]TC Zhang,MF Jahromi,M Kizildag. Value co-creation in a sharing economy:The end of price wars?[J]. International Journal of Hospitality,2018,71(4):51-58.
[23]Bardhi F,Eckhardt G M. Access-Based Consumption:The Case of Car Sharing[J]. Journal of Consumer Research,2012,39(4):881-898.
[24]Bendapudi N,Leone R P. Psychological Implications of Customer Participation in Co-Production[J]. Journal of Marketing,2003,67(1):14-28.
[25]Randall W S. Connection,trust,and commitment:dimensions of co-creation?[J]. Journal of Strategic Marketing,2011,19(1):3-24.
[26]Neghina C,Caniels M C J,Bloemer J M M,Birgelen M J H V. Value Cocreation in Service Interactions:Dimensions and Antecedents[J]Marketing Theory,2014,15(2):655-662.
[27]Youjae Yi,Taeshik Gong. Customer value co-creation behavior:Scale development and validation[J]. Journal of Business Research,2013,66(9):1279-1284.
[28]Kumar Rakesh Ranjan,Stuart Read. Value co-creation:concept and measurement[J]. Journal of the Academy of Marketing Science,2016,44(3):290-315.
[29]Adrian F. Payne,Kaj Storbacka,Pennie Frow. Managing the co-creation of value[J]. Journal of the Academy of Marketing Science,2008,36(1):83-96.
[30]殷英梅,郑向敏.共享型旅游住宿主客互动体验研究———基于互动仪式链理论的分析[J].华侨大学学报(哲学社会科学版),2017(3):90-98.
[31]Fisher D,Smith S. Cocreation is Chaotic:What It Means for Marketing When No One Has Control[J].Marketing Theory,2011,11,(3):325-350.
[32]Hsijui[Wu H J C W. The impact of customer-tocustomer interaction and customer homogeneity on customer satisfaction in tourism service-the service encounter prospective.[J]. Tourism Management,2007,28(6):1518-1528.
[33]Johns N,Leeross D,Ingram H. A study of service quality in small hotels and guesthouses.[J]. Progress in Tourism&Hospitality Research,2015,3(4):351-363.
[34]Tussyadiah I P,Pesonen J. Drivers and barriers of peer-to-peer accommodation stay–an exploratory study with American and Finnish travellers[J]. Current Issues in Tourism,2016:1-18.
[35]李春萍.共享经济服务质量、游客情绪体验与忠诚度关系研究[D].西安外国语大学,2018.
[36]Navarro S,Andreu L,Cervera A. Value co-creation among hotels and disabled customers:an exploratory study.[J]. Journal of Business Research,2014,67(5):813-818.
[37]Grnroos C,Voima P. Critical service logic:making sense of value creation and co-creation[J]. Journal of Academy of Marketing Science,2013,41(2):133-150.
[38]周文辉,邱韵瑾,金可可,等.电商平台与双边市场价值共创对网络效应的作用机制———基于淘宝网案例分析[J].软科学,2015,29(4):83-89.
[39]杨学成,陶晓波.社会化商务背景下的价值共创研究———柔性价值网的视角[J].管理世界,2015(8):170-171.
[40]尤建新,王岑岚.价值共创的理论与实践:基于“共振”视角的综述[J].上海管理科学,2018,40(04):1-5.
[41]胡海波,卢海涛.企业商业生态系统演化中价值共创研究———数字化赋能视角[J].经济管理,2018,40(08):55-71.
[42]杨学成,涂科.共享经济背景下的动态价值共创研究———以出行平台为例[J].管理评论,2016,28(12):258-268.
[43]郝金磊,尹萌.分享经济:赋能、价值共创与商业模式创新———基于猪八戒网的案例研究[J].商业研究,2018(5):31-40.
[44]钟振东,唐守廉,Pierre Vialle.基于服务主导逻辑的价值共创研究[J].软科学,2014,28(1):31-35.
[45]朱良杰,何佳讯,黄海洋.数字世界的价值共创:构念、主题与研究展望[J].经济管理,2017,39(1):195-208.
[46]Wolfgang Kathan,Kurt Matzler,Viktoria Veider. The sharing economy:Your business model's friend or foe?[J]. Business Horizons,2016,59(6):663-672.
[47]曾江洪,陈斯琪.众筹模式下项目支持者价值共创与满意度关系研究[J].管理学报,2016,13(9):1383-1391.