众筹中价值共创行为的演化博弈分析——以科技类项目为例
|
摘要
本文针对国内众筹环境普遍缺少互动、价值共创质量低下的问题,通过分析真实案例,构建价值共创模型,并进行支持者与发起者的策略演化博弈分析,探究提高双方价值共创参与意愿的途径及影响因素。研究结果表明:支持者与发起者的学习能力、价值共创效率、成本控制能力及发起者选择机会主义时的惩罚提高,能提高双方参与意愿;平台提供技术支持,对价值共创的参与者施加激励,能促进双方参与价值共创,但可能造成一方参与而另一方不参与的局面。
Aiming at the problem of the general lack of interaction and low quality of value co-creation in the domestic crowdfunding environment,based on the real cases,the paper constructs the value co-creation model,and carries on the strategy evolution game analysis of the supporters and initiators,and probes into the ways and influencing factors to improve the mutual willingness of the two sides to participate.The results show that the learning ability of supporters and initiators,the efficiency of value co-creation,the ability of cost control and the increase of punishment when the initiator chooses opportunism can enhance the willingness of both parties to participate,and the platform provides technical support,inspires the participants,and promotes the participation of both parties in value co-creation.However,there may be a situation in which one party is involved and the other party is not involved.
Aiming at the problem of the general lack of interaction and low quality of value co-creation in the domestic crowdfunding environment,based on the real cases,the paper constructs the value co-creation model,and carries on the strategy evolution game analysis of the supporters and initiators,and probes into the ways and influencing factors to improve the mutual willingness of the two sides to participate.The results show that the learning ability of supporters and initiators,the efficiency of value co-creation,the ability of cost control and the increase of punishment when the initiator chooses opportunism can enhance the willingness of both parties to participate,and the platform provides technical support,inspires the participants,and promotes the participation of both parties in value co-creation.However,there may be a situation in which one party is involved and the other party is not involved.
引文
[1]郑海超,齐子豪,伍晶,等.产品众筹项目融资绩效的影响因素研究:ELM理论视角[J].电子科技大学学报(社会科学版),2015,(1):45～50.
[2]Payne A F,Storbacka K,Frow P.Managing the Co-creation of Value[J].Journal of the Academy of Marketing Science,2008,36(1):83～96.
[3]Moeller S.Customer Integration——A Key to an Implementation Perspective of Service Provision[J].Journal of Service Research,2008,11(2):197～210.
[4]Hossain M,Oparaocha G O.Crowdfunding:Motives,Definitions,Typology and Ethical Challenges[J].Entrepreneurship Research Journal,2017,7(2):142～155.
[5]曾江洪,黄向荣,李佳威.价值共创对众筹项目融资绩效的影响[J].科技进步与对策,2018,35(11):10～17.
[6]Taylor P D,Jonker L B.Evolutionarily Stable Strategies and Game Dynamics[J].Mathematical Biosciences,1978,40(1-2):145～156.
[7]Cressman R.Evolutionary Game Theory with Two Groups of Individuals[J].Games & Economic Behavior,1995,11(2):237～253.
[8]刘志迎,程倩倩,马朝良.众筹情境下两方创新合作的利润博弈分析[J].研究与发展管理,2017,29(1):1～9.
[9]Zhu L,Zhang Q,Lu H,et al.Study on Crowdfunding’s Promoting Effect on the Expansion of Electric Vehicle Charging Piles Based on Game Theory Analysis[J].Applied Energy,2017,196:238～248.
[10]王先甲,何奇龙,全吉.基于复制动态的消费者众筹策略演化动态[J].系统工程理论与实践,2017,37(11):2812～2820.
[11]王先甲,何奇龙,全吉.互联网众筹平台监管策略的演化博弈分析[J].当代财经,2017,(4):57～66.
[12]何奇龙,王先甲,钟肖英.互联网众筹平台与监管部门演化博弈稳定性分析[J].华东经济管理,2018,32(6):157～163.
[13]Ordanini A,Mice K L,Pizzetti M,et al.Crowdfunding:Transorming Customers into Investors Through Innovative Service Platforms[J].Journal of Service Management,2011,22(4):443～470.
[14]Ouero M J,Ventura R.The Role of Balanced Centricity in the Spanish Creative Industries Adopting a Cround-funding Organizational Model[J].Journal of Service Theory & Practice,2015,25(2):43～57.
[15]陈艳艳,宋雅文,曾江洪.前期项目表现对连续众筹融资绩效的影响:产品创新的调节作用[J].广东财经大学学报,2018,33(5):41～52.
[16]Ballantyne D.Dialogue and Its Role in the Development of Relationship Specific Knowledge[J].Journal of Business & Industrial Marketing,2004,19(2):114～123.
[17]Prahalad C K,Ramaswamy V.Co-creating Unique Value with Customers[J].Strategy & Leadership,2004,32(3):4～9.
[18]Friedman D.Evolutionary Games in Economics[J].Econometrica,1991,59(3):637～666.
①数据来源:盈灿咨询发布的《2017年众筹行业年报》。
[2]Payne A F,Storbacka K,Frow P.Managing the Co-creation of Value[J].Journal of the Academy of Marketing Science,2008,36(1):83～96.
[3]Moeller S.Customer Integration——A Key to an Implementation Perspective of Service Provision[J].Journal of Service Research,2008,11(2):197～210.
[4]Hossain M,Oparaocha G O.Crowdfunding:Motives,Definitions,Typology and Ethical Challenges[J].Entrepreneurship Research Journal,2017,7(2):142～155.
[5]曾江洪,黄向荣,李佳威.价值共创对众筹项目融资绩效的影响[J].科技进步与对策,2018,35(11):10～17.
[6]Taylor P D,Jonker L B.Evolutionarily Stable Strategies and Game Dynamics[J].Mathematical Biosciences,1978,40(1-2):145～156.
[7]Cressman R.Evolutionary Game Theory with Two Groups of Individuals[J].Games & Economic Behavior,1995,11(2):237～253.
[8]刘志迎,程倩倩,马朝良.众筹情境下两方创新合作的利润博弈分析[J].研究与发展管理,2017,29(1):1～9.
[9]Zhu L,Zhang Q,Lu H,et al.Study on Crowdfunding’s Promoting Effect on the Expansion of Electric Vehicle Charging Piles Based on Game Theory Analysis[J].Applied Energy,2017,196:238～248.
[10]王先甲,何奇龙,全吉.基于复制动态的消费者众筹策略演化动态[J].系统工程理论与实践,2017,37(11):2812～2820.
[11]王先甲,何奇龙,全吉.互联网众筹平台监管策略的演化博弈分析[J].当代财经,2017,(4):57～66.
[12]何奇龙,王先甲,钟肖英.互联网众筹平台与监管部门演化博弈稳定性分析[J].华东经济管理,2018,32(6):157～163.
[13]Ordanini A,Mice K L,Pizzetti M,et al.Crowdfunding:Transorming Customers into Investors Through Innovative Service Platforms[J].Journal of Service Management,2011,22(4):443～470.
[14]Ouero M J,Ventura R.The Role of Balanced Centricity in the Spanish Creative Industries Adopting a Cround-funding Organizational Model[J].Journal of Service Theory & Practice,2015,25(2):43～57.
[15]陈艳艳,宋雅文,曾江洪.前期项目表现对连续众筹融资绩效的影响:产品创新的调节作用[J].广东财经大学学报,2018,33(5):41～52.
[16]Ballantyne D.Dialogue and Its Role in the Development of Relationship Specific Knowledge[J].Journal of Business & Industrial Marketing,2004,19(2):114～123.
[17]Prahalad C K,Ramaswamy V.Co-creating Unique Value with Customers[J].Strategy & Leadership,2004,32(3):4～9.
[18]Friedman D.Evolutionary Games in Economics[J].Econometrica,1991,59(3):637～666.
①数据来源:盈灿咨询发布的《2017年众筹行业年报》。