杨路明;张惠恒;许文东;

• 1:云南大学工商管理与旅游管理学院
• 2:中移在线服务有限公司云南分公司

摘要(Abstract)：

价值共创是当前学术界和理论界关注的焦点。文章提出了价值共创的10个假设,构建了服务主导逻辑、顾客参与和网络嵌入影响价值共创的概念模型,以平台能力为中介变量,探讨服务主导逻辑、顾客参与和网络嵌入影响平台能力进而影响价值共创的微观机理,在问卷调查的基础上利用结构方程模型对五者之间的关系开展实证分析。结果表明:服务主导逻辑、顾客参与和网络嵌入都不直接影响平台的价值共创,但通过平台能力间接产生作用;服务主导逻辑不仅直接影响平台能力,还通过顾客参与和网络嵌入间接影响平台能力;顾客参与不仅直接影响平台能力,还通过网络嵌入间接影响平台能力;网络嵌入通过影响平台能力来间接影响价值共创;平台能力在服务主导逻辑、顾客参与和网络嵌入与平台价值共创中起中介作用。因此,企业应重视理念革新,引导顾客参与,并通过网络嵌入结构的优化,共同提升平台动态能力,发挥平台网络效应,实现价值共创。

关键词(KeyWords)： 服务主导逻辑;顾客参与;网络嵌入;平台能力;价值共创

Abstract:

Keywords:

基金项目(Foundation): 云南省哲学社会科学规划重大项目“推动云南数字经济与实体经济融合发展研究”(ZDZB201903)

作者(Author): 杨路明;张惠恒;许文东;

Email:

DOI: 10.16537/j.cnki.jynufe.000589

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