Research On The Mechanism Of Value Co-Creation Under The Sharing Economy Model

In recent years,with the rapid development of mobile Internet technology,the sharing economy model is quickly embedded into People's Daily life,which not only changes people's traditional way of life,but also reconstructs the value co-creation process between enterprises and customers under the traditional economic model.However,up to now,the academic community is still in its infancy in exploring the value co-creation under the sharing economy model.In order to perfect and expand the theoretical research on value co-creation,this paper mainly explores three research questions:(1)what is the mechanism of value co-creation under the background of sharing economy?(2)what is the influencing mechanism of value co-creation behavior of demand users?(3)what is the influence mechanism of value co-creation behavior of provider users?The second and third research questions are based on the first one.To answer these three research questions,follow-up studies were conducted.First,the research question "what is the mechanism of value co-creation under the sharing economy model?"was explored.Based on the case of Uber,the mechanism model of user value co-creation under the sharing economy model is constructed by analyzing the service logic and value creation process in the sharing economy model.The study found that the value co-creation process under the sharing economy model is a process in which demand users,platform and provider users interact in the two-layer structure of connecting service level and specific service level.In the stage of user connection,the way of value creation is value co-creation according to the user-dominate logic.In the stage of user contact,the way of value creation is user independent value creation according to the user-dominate logic.The way of value creation in the stage of user separation is value co-creation according to the provider-dominate logic.Secondly,the research question "what is the influencing mechanism of demand users'value co-creation behavior?" was explored.Based on the theory of value co-creation and self-determination,this paper investigates the relationship between the quality of platform support and the value co-creation of demand users in the context of sharing economy under the framework of "stimulus-organism-response"(s-o-r)model.Based on the theory of value co-creation and self-determination,the "stimulus-organism-response"(S-O-R)model is used as the research framework to examine the relationship between the platform support quality and user value co-creation citizenship behavior under the sharing economy background.The results show that the three dimensions of platform support quality(trust,equality and role clarity)have positive effects on self-determination perception(perceived autonomy,perceived competence and perceived relatedness);The perception of self-determination positively influences the user value co-creation citizenship behavior and plays a mediating role between the platform support quality and user value co-creation citizenship behavior.Finally,the research question "what is the influencing mechanism of provider users' value co-creation behavior?" was explored.Based on the value co-creation process theory and role stress theory,this study examined the mediating role of autonomy and the moderating role of self-construal on the relationship between role stress and continuous behavior of value co-creation through a mediated moderation model.The results show that role ambiguity,role conflict,role overload are negatively related to autonomy;perceived autonomy is positively related to continuous value co-creation behavior;role stress influences continuous value co-creation behavior through the complete mediation of perceived autonomy;self-construal can modulate the relationship between role stress and perceived autonomy;furthermore,self-construal significantly moderates the indirect effect of role stress on continuous value co-creation behavior through perceived autonomy.The core innovation points can be summarized as the following four points:(1)The value co-creation process model under the sharing economy model is constructed.It is proposed that in the sharing economy model,the participants of value creation are no longer the traditional providers and customers,but the demand users,provider users in the platform,therefor the way of value creation should be the value co-creation among users;the process of value co-creation is no longer a traditional single hierarchical structure,but a two-layer structure that contains connecting service level and the specific service level.This provides a structural framework for exploring the mechanism of value co-creation under the sharing economy model.(2)The model of user value co-creation mechanism under the sharing economy is constructed.From the three stages of user connection,user contact and user separation,the dominate logic,creation mode and influence path of value co-creation under the sharing economy are systematically analyzed.It is proposed that differs from traditional economic mode,the value creation under the sharing economic model no longer follows a single dominant logic(good-dominate logic,service-dominant logic,customer-dominant logic)and value creation mode,but follows different dominate logic(user-dominate logic,provider-dominate logic)and value creation mode(value co-creation,independent value creation)in different stages.This allows the value co-creation theory to expand under the sharing economy model.(3)Based on the research path of "platform support quality--self-determination perception--user value co-creation citizenship behavior",the influence mechanism model of demand users' value co-creation behavior is constructed.While constructing the model,the concept of platform support quality was proposed and three important dimensions(trust,equality and role clarity)were identified.It makes up for the deficiency of existing researches on how companies can influence demand users'value co-creation behavior through platform.(4)Based on the research path of "role stress-perceived autonomy--continuous value co-creation behavior",the influence mechanism model of provider users'value co-creation behavior is constructed.In the process of building the model,firstly,the paper explores the dynamic and diversified role of the value co-creator in the sharing economy model,breaking through the previous research that the role of the value co-creator is static and single.Secondly,the paper examines the influence of role stress on the continuous value co-creation behavior,which not only makes up for the deficiency of the existing research on the negative factors in the sharing economy model,but also deepens the research on the participant behavior in the field of sharing economy and value co-creation(from short-term behavior to continuous behavior).