Research On The Mechanism Of User Co-creation Value Generation In Sharing Accommodation Platform

In recent years,the research of value co-creation in the context of sharing accommodation has been paid more and more attention.In the sharing accommodation,enterprises,as platform operators,no longer undertake specific service work,but rely on Internet technology to provide online environment to connect two-sided users.Producers and consumers which in the traditional situation are located on both sides of the platform,one party provides services to become a supply user,and the other party receives services to become a demand user,specific trading activities are carried out between the two parties.The ternary structure of "supply user-platform enterprise-demand user" replaces the binary relationship of "consumer-enterprise" in the traditional scenario,which makes the vertical value co-creation between enterprises and consumers become the horizontal value co-creation between supply user and demand user.This makes the role of demand user in the value co-creation process more and more important,which behaviors have an important impact on value co-creation.In the sharing accommodation platform,demand user value co-creation behavior is composed of four parts,which are responsibility behavior,communication behavior,praise behavior and advocacy behavior.Value co-creation result,namely user co-creation value,is composed of two parts,which are economic value and experience value.Through the empirical analysis of the data from pig short rent,the results show that the positive effect of responsible behavior on the experience value is significant,and it indirectly affects the economic value through the experience value;the communication behavior has a positive and significant impact on the advocacy behavior,but has no significant effect on the economic value and the physical value;the experience value has a significant positive effect on the economic value.It can be found that different demand user value co-creation behavior will have a heterogeneous impact on the generation of user value co-creation.Considering the empirical results and the actual situation comprehensively,in order to promote the generation of value created by users,the demand users should take necessary and reasonable responsibility behavior and provide authentic and reliable recommendation;the supply users should create unique consumption experience for different demand users,so as to encourage them to send authentic and reliable rating comments;the platform enterprises should optimize the content construction and improve the foundation services in order to provide a good online environment forbilateral users.Helping the smooth development of transactions in the sharing accommodation platform,promoting the increase of the utility of bilateral users and improving their own profits,so as to promote the good development of the sharing accommodation industry.