Research On Value Co-Creation Process And Influence Factors Of Shared Services Platform Users

With the advent of the Internet plus and the continuous development of technology,the sharing economy is developing in an irresistible trend.It not only changes people's way of life,but also brings innovation and change to all walks of life.Shared economy has developed rapidly in transportation,tourism,hotels,housekeeping,education and other industries with shared economic model forming.Home-sharing platform,transportation sharing platform,household items sharing platform and etcetera,have emerged as the times required.The essence of the sharing economy is value co-creation.By redistributing idle resources,it not only makes full use of social resources and provide convenience for people,but also reduces the total cost of society,saves resources and creates rich social value.At the same time,the rise of shared service platform enriches the role of users and attracts a large number of providers and customers to join.Users are the core of the shared service platform and the key subject of determining platform development and enterprise profits.They can share their own idle resources with others as resource/service providers,and they can also experience and consume products and services shared by others as consumers.Value co-creation behavior such as online and offline interaction creates rich value for individuals,enterprises and society.Therefore,it is necessary to study the users' value co-creation behavior on shared service platform.In this paper,a series of research will be carried out to help enterprises to understand users' behavior and needs,and maintain the relationship between enterprises and customers.It also provides theoretical support and practical guidance for enterprises about how to provide a good value creation support environment for providers and consumers.Based on the user behavior theory,the perceived risk theory,the elaboration likelihood model,customer value theory,perceived service quality theory,KANO model,using literature research,empirical analysis,case study,IGA analysis method etc.,this thesis carries out an in-depth exploration on users' value co-creation behavior motivation,result,the process of value co-creation on shared service platform.The factors influencing the users' participation on shared service platform and the index system of value co-creation service elements of the shared service platform are explored and studied in depth.On the basis of the research,the strategies to promote the participation of users in value creation on shared service platform are put forward.Specifically,the research contents mainly include the following aspects.First of all,this paper makes an in-depth study on the components of value co-creation,user participation motivation,behavior,results and process of value co-creation on shared service platform.Firstly,the thesis analyzes the main components of value co-creation on shared service platform from the perspective of subject,object,technology and environment.Secondly,based on the previous scholars' research on the motivation of collaborative consumption and value creation,combined with the characteristics of shared service platform,it is found that the motivation of providers' participation behavior on shared service platform can be divided into internal and external factors.The motivation of consumers' participation behavior includes macroeconomic and social factors,consumers' own factors,product or service factors and enterprise factors.Then the value co-creation behavior of providers and consumers is discussed from participation behavior,interaction behavior and referral behavior.By analyzing the results of value co-creation on shared service platform,it is found that value co-creation activities create rich values for individuals,enterprises and society.From the perspective of individuals,value co-creation activities bring bilateral users economic value,functional value,hedonic value and social value.From the perspective of enterprises,value co-creation activities create economic value,information value,brand value and innovation.From the perspective of society,value co-creation activities have activated a large amount of stock resources,digested excess capacity,expanded the effective demand of the public and optimized the social credit system.Finally,the process model of shared service platform value co-creation is constructed.The process could be divided into three stages: value co-creation pioneer stage,value co-creation occurrence stage and value co-creation development stage.The case study of Airbnb platform clearly shows the realization process of shared service platform value co-creation.Secondly,theoretical model construction and empirical research are carried out on the value co-creation influencing factors for providers and consumers.The influencing factor model conduction of providers is based on Unified Theory of Acceptance and Use of Technology model,with two new variables(perceived risk and individual innovative)addition,from the internal factors(performance expectations,the efforts of expectation,perceived risk,the individual innovative and external factors(social influence and convenient conditions)two aspects.The results show that individual innovation,performance expectation,social influence,effort expectation and perceived risk affect user value co-creation behavior through user value co-creation intention.Individual innovation has the greatest impact on providers' value co-creation intention,followed by performance expectation,social impact,and effort expectation;perceived risk has a negative impact on value co-creation.Facilitating conditions have a direct positive impact on value co-creation.The influence model of consumer value co-creation behavior is based on the Elaboration Likelihood Model.the theoretical model of influence factors of consumer value cocreation behavior is constructed from the perspective of platform information quality,platform credibility individual and a new variable named individual characteristic.Data were collected by questionnaire survey and validated by Smart PLS 2.0.The empirical results show that in the process of consumer value co-creation,platform information quality,platform credibility and individual characteristics can affect users' cognitive response,and then affect users' value co-creation behavior.Facilitating conditions have a direct positive impact on value co-creation behavior.Thirdly,using SERVQUAL service quality model for reference,this paper constructs the index system of shared service platform value co-creation service elements for both providers and consumers from the perspective of user perception with the method of shared service platform service quality evaluation and improvement put forward.Based on the SERVQUAL service quality model,this study adds two dimensions(information and functionality)with the characteristics of shared service platform concerned,which divides the value co-creation service elements of shared service platform into seven dimensions: tangibility,reliability,responsiveness,assurance,empathy,information and interaction.Taking Airbnb platform as an example,indicators of seven dimensions are selected.Finally,30 service indicators for providers and 29 indicators for consumers are obtained.With the data collection by questionnaires,factors are classified and ranked by KANO model and IGA.According to the integrated decision-making analysis results,suggestions for improvement of Airbnb are provided.Finally,on the basis of theoretical discussion and empirical research,the development promotion strategies of value creation activities on shared service platform are put forward from three levels: platform enterprise,individual and environment.Based on the process of shared service platform value co-creation,a dynamic management model of value co-creation on shared service platform is constructed,and relevant suggestions are put forward from user management,service management and value management,respectively,in the pilot stage,occurrence stage and development stage of value co-creation.From the perspective of individual,this paper puts forward strategies to stimulate providers' willingness to participate in value co-creation from both internal and external factors;and puts forward strategies to promote consumers' willingness to participate in value co-creation from the two aspects,including strengthen platform information optimization and guiding consumers to have a positive understanding of the platform.Moreover,advice for collaborative value co-creation between providers and consumers are also discussed.Considering environmental level,the corresponding strategies are put forward from the four aspects,including platform information environment,platform security environment,platform interaction environment and platform experience environment.It is actively provided advice for enterprise to make a good environment for supporting users value co-creation behavior,and create more value for enterprises and society to realize win-win situation.This research enriches and improves the theoretical system of value creation,provides a new perspective for the study of user value creation behavior,and also provides a new method for the evaluation and improvement of service quality of shared service platform.The research conclusion is helpful for enterprises to carry out value co-creation activities efficiently,to maintain the relationship between customers and enterprises,and platform operation and design.At the same time,it is playing an important role in improving service quality of shared service platform and attracting more users to join the shared service platform to participate in value co-creation.