Research On The Mechanism Of Customer Knowledge Sharing Under The Background Of Value Co-creation

Compared with capital and resources,the input of knowledge can create more benefits and sustainability for companies,and knowledge has become an important source for companies to acquire and maintain competitive advantage in the new business environment.As the core activity of knowledge management and the key of knowledge innovation,knowledge sharing has attracted the attention from academic and business circles.With the application of Internet technologies such as Big Data and Internet of Things and the development of “consumer sovereignty theory”,the role of the customer has changed from passive value recipients to value leaders who participates in the value creation activities of the company.The participation of customers has injected new momentum into the company’s knowledge sharing.At the same time,the sharing of customer knowledge contributes significantly to the company’s product innovation,service innovation and management innovation.Therefore,the research on customer knowledge sharing has important theoretical and practical significance.The factors affecting customer knowledge sharing,customer knowledge sharing decision mechanism,operation mechanism and incentive mechanism are studied in the paper.The purpose of this paper is to clarify what factors influence customer participation in knowledge sharing,how each factor affects customer knowledge sharing decision behavior,how the process of customer knowledge sharing is carried out when customers make decisions to participate in knowledge sharing,how to motivate customers to participate in knowledge sharing,and attempt to reveal the internal mechanism of customer knowledge sharing.Firstly,the influencing factors of customer knowledge sharing from three aspects: knowledge sharing subject,knowledge sharing object and knowledge sharing environment is analyzed in the paper.And the influences of customer knowledge sharing willingness,customer loyalty,customer knowledge sharing ability,customer knowledge sharing cost,expected return,trust,knowledge characteristics,technical support and organizational incentives on customer knowledge sharing behavior are analyzed in the paper.On this basis,the research model of customer knowledge sharing influencing factors is constructed.The research data is collected through questionnaire survey and SPSS and AMOS software are used to analyze the research data and verify the model.Secondly,the evolutionary game theory is mainly used to study the decision-making mechanism of customer knowledge sharing in the paper and the evolutionary game model of customer knowledge sharing decision-making is constructed.The effects of knowledge sharing cost,knowledge sharing income,knowledge reserve and income distribution coefficient on customer knowledge sharing evolution process are analyzed,and the model is simulated and analyzed by Matlab software.It is confirmed that:(1)the increase of knowledge sharing cost will reduce the customer’s willingness to share knowledge and delay the process of knowledge sharing;(2)the increase of expected benefit of knowledge sharing will enhance customers’ willingness to share knowledge and accelerate the process of knowledge sharing;(3)the difference in the amount of knowledge reserves will delay the process of knowledge sharing,and it is more conducive to the occurrence of knowledge sharing behavior when the enterprise’s knowledge reserve is larger;(4)when the knowledge sharing behavior occurs,it is better to accelerate the knowledge sharing process by setting a higher income distribution coefficient for the customer.Thirdly,the super-network model is used to study the operating mechanism of customer knowledge sharing in the paper and a customer knowledge sharing super-network model including knowledge sub-network,customer sub-network and enterprise organization sub-network is constructed.The process of customer participation in knowledge sharing is analyzed from the preparation stage,implementation stage,integration stage,innovation stage and maintenance stage,and NetLogo software is used to simulate and analyze the customer knowledge sharing process.And the influences of the number of customers participated in knowledge sharing,customer knowledge sharing ability,customer knowledge innovation ability and customer loyalty on the process of enterprise knowledge innovation are analyzed.It is confirmed that:(1)the number of customers participating in knowledge sharing will affect the efficiency of enterprise knowledge innovation,and the excessive participation of customers will delay the process of enterprise knowledge innovation;(2)the improvement of customer knowledge sharing ability,knowledge innovation ability and customer loyalty can accelerate the process of knowledge innovation in enterprises,and customer knowledge innovation ability has the most significant impact on the speed of enterprise knowledge innovation;(3)the improvement of customer knowledge sharing ability can increase total system knowledge;(4)the improvement of customer loyalty has an indirect promotion effect on customer knowledge sharing ability and innovation ability.Finally,the incentive mechanism model of customer knowledge sharing based on principal-agent theory is constructed in the paper from the perspective of structure of knowledge shared and the knowledge shared is defined as a combination of explicit knowledge and tacit knowledge.The influences of the proportion of explicit knowledge and tacit knowledge in knowledge shared on customer knowledge sharing effort level and income distribution coefficient under the condition of information symmetry and information asymmetry are analyzed,and the Matlab software is used to simulate and analyze the model.It is confirmed that:(1)the customer’s effort level is related to the composition of shared knowledge and the effort level reaches the maximum value when the ratio of explicit knowledge and tacit knowledge are both 0.5;(2)when the knowledge composition is the same,the level of effort in the case of information asymmetry is lower than the level of effort in the case of information symmetry;(3)the income distribution coefficient is related to the composition of shared knowledge and the income distribution coefficient reaches the maximum value when the proportion of tacit knowledge is 1;(4)the income distribution coefficient is inversely proportional to the degree of risk aversion.