Research On The Process Mechanism,Incentive Mechanism And Governance Model Of Value Co-Creation In Service Ecosystem

Under the guidance of the national strategy to achieve high-quality economic development,more and more enterprises begin to build a service ecosystem,increase resource interaction and value creation with other participants,and deal with the increasing uncertainty of the business environment.Service ecosystem has gradually become an important means for enterprises to build their own new advantages by integrating a wide range of socio-economic participants and value co-creators into the system for heterogeneous resource integration and guided by maximizing value.However,how to efficiently complete the sharing of complementary assets in the service ecosystem,how to encourage all participants to jointly carry out value co-creation and how to efficiently manage the value co creation process have gradually become practical problems faced by all participants in the service ecosystem.From the perspective of academic research,existing studies on the process,incentives and governance models of value co-creation in service ecosystems still lag far behind the development of business practices and need to be further explored in depth,as follows:(1)In terms of research on the value co-creation process,existing studies focus more on the role of complementary asset level in the value co-creation process,and the dynamic role of specialized complementary assets and generic complementary assets in the value co-creation process still needs to be strengthened.(2)In terms of incentives for value co-creation,the existing studies focus on exploring the incentives for the sharing behavior of complementary assets in the process of value co-creation,ignoring the superposition and multiplication effects brought by different complementary assets,and the dynamic game model of the two stages of value co-creation still needs to be improved.(3)In terns of value cocreation governance,the existing studies on the alternative and complementary relationships between binary governance models have not explored enough the dynamic role of binary governance models,and neglected the moderating role of binary governance models between complementary asset characteristics and value co-creation performance.Based on this,this study explores the process mechanism,incentive mechanism and governance model from the perspective of value cocreation in service ecosystems,focusing on three questions:First,how does the flow of complementary assets promote the gradual realization of value co-creation in service ecosystems,and what is the process mechanism?Second,how to incentivize the sharing of complementary assets for value co-creation in service ecosystems?Third,how can the performance of value co-creation in service ecosystems be enhanced through a dualistic governance model?To answer these questions,this study adopts a combination of theoretical and empirical research,and qualitative and quantitative research.Firstly,this study starts with a case study to explore the dynamic role of different complementary assets in the process of value co-creation and discusses the differences between them.Secondly,from the perspective of the evolutionary game and dynamic game,this paper constructs the incentive model of complementary asset sharing behavior and the two-stage dynamic cooperative game model and deeply explores the impact of different incentive methods on the complementary asset sharing behavior of participants.Finally,using the research method of combining case study and structural equation model,this paper explores the dynamic role of dual governance model in value co-creation of service ecosystem and verifies the regulatory role of dual governance model between complementary asset characteristics and value co-creation.This study concludes the following findings:Firstly,value cocreation in the service ecosystem is formed by the complementary asset dependence between multiple subjects.Core enterprises prefer to choose complementary enterprises with specific complementary assets required to complete value creation and value delivery for cooperation,and gradually realize the flow of complementary assets in the service ecosystem and jointly complete value creation and value acquisition with the improvement of interaction frequency and trust.The role of specialized complementary assets is significantly higher than that of generic complementary assets in the trust building and value creation phases of value co-creation,while in the value acquisition phase,generic complementary assets play a greater role than specialized complementary assets.Secondly,the value-adding effect generated by complementary assets favors complementary firms to generate sharing behavior,while the incentives and penalties of core firms are more motivating for the sharing of complementary assets.Thirdly,market mechanisms can help dedicated complementary assets create value,and even if there is a risk of exclusivity of dedicated complementary assets due to sharing strategies,it can promote complementary firms to voluntarily share the dedicated complementary assets they own.Fourthly,in the dynamic process of value co-creation in the service ecosystem,the dual governance model,which is based on contractual and relational governance,works through a dynamic combination,and the dual governance model has a moderating role between the characteristics of complementary assets and value cocreation.The main innovation points of this study are:Firstly,a model of the value co-creation process in service ecosystems is proposed from the perspective of complementary assets,and the role of two types of complementary assets in the value cocreation process is explored.Secondly,an evolutionary game model of complementary asset sharing behavior in service ecosystems is constructed to explore the evolutionary stable equilibrium conditions for achieving complementary asset sharing behavior of ecological niche firms in service ecosystems.Thirdly,we construct a two-stage dynamic game model of value co-creation in service ecosystem,and explore how complementary assets centered on technology research and development and complementary assets centered on market demand play a role in value creation and value acquisition.Fourthly,using the dual governance model of contract governance and relationship governance,this paper reveals the action path of the dual governance model in the process of value co-creation of service ecosystem,and defines the boundary conditions of the dual governance model in the action mechanism of value co creation performance.In addition,the research conclusions provide some enlightenment for the development of enterprise practice activities:First,deepening the trust between participants in the service ecosystem is conducive to eliminating the sharing risk of complementary assets among enterprises in different niches.Second,core leading enterprises should not only share complementary assets with rewards and punishments,but also give full play to the role of market mechanism to mobilize the enthusiasm of niche enterprises to share complementary assets.Third,core leading enterprises need to dynamically adjust the combination of contract governance and relationship governance,mobilize niche enterprises to flow the two types of complementary assets,and realize value co-creation in the service ecosystem.