摘要
用户参与价值共创使在线知识平台价值创造模式发生深刻改变,社群嵌入为促进多方互动、激活用户价值共创意愿发挥关键作用,形成了“平台—社群—用户”的平台生态架构。本研究采用fsQCA对574份问卷调查数据进行组态分析。研究发现:(1)存在激活用户价值共创意愿的14条组态路径,二阶划分为8种构型,又聚类为以下3种类型:社群与用户双主导下的平台推动型、社群主导下依托平台的用户驱动型、用户主导下的平台促进型。(2)社群维度的意见领袖、社群氛围和用户维度的自我效能是激活用户价值共创意愿的最重要因素,平台维度的因素发挥了重要辅助作用。(3)在一定情形下,平台、社群、用户3个维度下的因素具有替代和互补关系。研究结果为采用不同商业模式的在线知识平台根据自身动态能力激发用户价值共创意愿提供了多重选择。
Thanks to the online knowledge platform,users have got a new way to exchange knowledge.Value co-creation based on interaction has profoundly changed the mode of value creation on the platform.Embedding of community plays a pivotal role in promoting multi-party interaction and activating users'willingness to co-create value.This paper uses the Value Cocreation Theory and Activity Theory,integrates 9 influencing factors from 3 levels of platform,community and user,and this paper constructs the influencing factors model of user value co-creation intention.This paper uses fsQCA to analyze the set relation of 574 questionnaire data.The findings of the research can be categorized into the following.Firstly,there are 14 configuration paths that activate user value co-creation,which are divided into 8 configurations in the second-order and clustering into 3 types:Community and User Dual Dominated-Platform Driven Type,Community Dominated-Platform Reliant User Driven Type,Users Dominated-Platform Driven Type.Secondly,Self-efficacy in the user dimension,Opinion Leaders and Community Atmosphere in the community dimension are the most important factors to activate users'willingness to co-create value,the factors in the plaform dimension are the promoting forces of user participation in value co-creation.Thirdly,under certain conditions,the factors of platform,community and user have substitute and complementary relationships.The conclusions of this research provide a practical inspiration for online knowledge platform to find a breakthrough to activate users'intentions of value co-creation and realize value co-creation.
作者
朱瑾
张琳琳
王兴元
Zhu Jin;Zhang Linlin;Wang Xingyuan(Business School,University of Jinan;Business School,Shandong Normal University;School of Management,Shandong University)
出处
《营销科学学报》
2023年第3期82-101,共20页
Journal of Marketing Science
基金
国家社会科学基金项目(21BGL043)的资助。
关键词
在线知识平台
价值共创
社群嵌入
模糊集定性比较分析(fsQCA)
online knowledge platform
value co-creation
embedding of community
fuzzy set qualitative comparative analysis(fsQCA)
