信任氛围对用户契合的影响——基于共享经济背景下的价值共创视角

摘要/Abstract

摘要：

共享经济模式使顾客契合转变为用户契合。本文基于共享经济背景下的价值共创视角，首先对用户契合进行了界定，提出了自我决定感与共创公民行为两个维度；其次，构建出信任氛围对用户契合的影响理论模型；最后，基于414个出行共享平台的用户数据，通过实证分析发现：用户契合的心理维度对行为维度有正向影响，即自我决定感（自主感、胜任感、归属感）对共创公民行为有正向作用；信任氛围对用户的自我决定感及共创公民行为均有正向影响；自我决定感在信任氛围与共创公民行为关系中发挥着中介作用，其中自主感、胜任感以及归属感的中介效果之间没有显著差异。

关键词: 共享经济, 用户契合, 价值共创, 信任氛围

Abstract:

Sharing economy model makes customer engagement turn into user engagement. Firstly, from value co-creation of sharing economy perspective, this paper proposes an integrative description for synthesizing the self-determination sense and co-creation citizenship behavior in the user engagement. Next we build a model of the influence of trust climate on user's engagement. Finally, the present empirical research based on 414 data of the travel sharing platform's users show that:in the user engagement the psychological dimension has positive influence on the behavioral dimension, that is, the self-determination sense of user which include perceived autonomy, perceived competence and perceived relatedness has positive impact on the co-creation citizenship behavior; trust climate has positive effect on self-determination sense of user and facilitate the co-creation citizenship behavior of user; self-determination sense plays an intermediary role in the relationship between the trust climate and co-creation citizenship behavior, while there is no significant difference between the intermediary effect of the perceived autonomy, perceived competence and perceived relatedness.

Key words: sharing economy, user engagement, value co-creation, trust climate

杨学成, 涂科. 信任氛围对用户契合的影响——基于共享经济背景下的价值共创视角[J]. , 2018, 30(12): 164-174.

Yang Xuecheng, Tu Ke. The Influence of Trust Climate to User Engagement:Based on the Perspective of the Value Co-creation Theory in the Sharing Economy Mode[J]. , 2018, 30(12): 164-174.

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