共享经济平台构建初期“烧钱”战略有用性的实证研究

摘要/Abstract

摘要： 为了快速构建平台生态系统，共享经济平台往往会采用“烧钱”战略吸引供需双方，而烧钱战略是否有用以及如何才能发挥其最大效应是亟待研究的热点话题。为了探究共享经济平台构建初期烧钱战略的有用性，本文构建了烧钱、烧钱对象、APP评分和用户增长率之间关系的研究模型，利用国内120家共享经济平台的数据进行了实证研究。研究结果表明：（1）共享经济平台的烧钱战略可以直接提高其初期的用户增长率；（2）共享经济平台还可以通过APP评分间接提高初期的用户增长率；（3）共享经济平台可以通过吸引供给者但是无法通过吸引需求者提高初期的用户增长率。本文的研究结论为共享经济平台构建初期更加有效地实施“烧钱”战略提供了实践指导。

关键词: 共享经济, “烧钱”战略, 平台构建, 平台战略

Abstract: In order to quickly build a platform ecosystem, the sharing economy platform often adopts the “burning money” strategy to attract both supply and demand. Whether burning money strategy is useful and how to exert its maximum effect is a hot topic to be studied. In order to explore the usefulness of the strategy of burning money in the initial stage of sharing economy platforms, this paper takes the sharing economy platform to construct the initial burning money strategy as the research object, and constructs the research model of the relationship between burning money, burning objects, APP score and user growth rate. The structural equation model is used to analyze and model the data of 120 domestic sharing economy platforms. The research results show that burning money strategy can directly increase the user growth rate in the initial stage of the sharing economy platform; burning money strategy can indirectly increase the user growth rate in the initial stage of the sharing economy platform by affecting the APP score; burning money strategy can increase the sharing economy platform by attracting suppliers, but cannot increase the user growth rate in the initial stage of the sharing economy platform by attracting demands. The above research results can provide practical guidance for the implementation of burning economy strategy in the initial stage of the construction of the sharing economy platform.

Key words: sharing economy, burning money strategy, platform construction, platform strategy

王念新, 周春阳, 万兴, 葛世伦. 共享经济平台构建初期“烧钱”战略有用性的实证研究[J]. 管理评论, 2021, 33(3): 225-232.

Wang Nianxin, Zhou Chunyang, Wan Xing, Ge Shilun. Usefulness of Burning Money Strategy in the Initial Phase of Sharing Economy Platforms: An Empirical Study[J]. Management Review, 2021, 33(3): 225-232.

参考文献

[1] Barta K., Neff G. Technologies for Sharing:Lessons from Quantified Self about the Political Economy of Platforms[J]. Information Communication & Society, 2016,19(4):518-531
[2] Daunorien A., Drak Ait, Snie Ka V., et al. Evaluating Sustainability of Sharing Economy Business Models[J]. Procedia-Social and Behavioral Sciences, 2015,213:836-841
[3] Felson M., Spaeth J. L. Community Structure and Collaborative Consumption:A Routine Activity Approach[J]. American Behavioral Scientist, 1978,21(4):614-624
[4] Puschmann T., Alt R. Sharing Economy[J]. Business & Information Systems Engineering, 2016,58(1):93-99
[5] Belk R. You are What You can Access:Sharing and Collaborative Consumption Online[J]. Journal of Business Research, 2014,67(8):1595-1600
[6] Stemler A. The Myth of the Sharing Economy and Its Implications for Regulating Innovation[J]. Emory Law Journal, 2017,67(1):449-475
[7] 杨学成,涂科. 共享经济背景下的动态价值共创研究——以出行平台为例[J]. 管理评论, 2016,28(12):258-268
[8] 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]. 管理评论, 2018,30(12):164-174
[9] 江积海,李琴. 平台型商业模式创新中连接属性影响价值共创的内在机理——Airbnb的案例研究[J]. 管理评论, 2016, 28(7):252-260
[10] 何超,张建琦,刘衡. 分享经济:研究评述与未来展望[J]. 经济管理, 2018,40(1):191-208
[11] Akcay Y., Natarajan H. P., Xu S. H. Joint Dynamic Pricing of Multiple Perishable Products Under Consumer Choice[J]. Management Science, 2010,56(8):1345-1361
[12] Yiqun S., Yuhai W. Sharing Economy:Origin, Definition and Influence[J]. Teaching & Research, 2016,(9):29-36
[13] Jiang B., Tian L. Collaborative Consumption:Strategic and Economic Implications of Product Sharing[EB/OL]. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2561907, 2015,64(3):190-256
[14] Mukherjee A., Sundarraj R., Dutta K. Apriori Rule-Based In-App Ad Selection Online Algorithm for Improving Supply-Side Platform Revenues[J]. ACM Transactions on Management Information Systems, 2017,8(2-3):18-27
[15] Bresnahan T., Greenstein S. Mobile Computing:The Next Platform Rivalry[J]. American Economic Review, 2014,104(5):475-480
[16] Narasimhan C., Papatla P., Jiang B., et al. Sharing Economy:Review of Current Research and Future Directions[J]. Customer Needs & Solutions, 2017,5(9):1-14
[17] Benkler Y. Sharing Nicely:On Shareable Goods and the Emergence of Sharing as a Modality of Economic Production[J]. Yale Law Journal, 2004,114(2):273-358
[18] Ceccagnoli M., Forman C., Huang P., et al. Cocreation of Value in a Platform Ecosystem:The Case of Enterprise Software[J]. MIS Quarterly, 2011,36(1):263-290
[19] Kathan W., Matzler K., Veider V. The Sharing Economy:Your Business Model's Friend or Foe?[J]. Business Horizons, 2016,59(6):663-672
[20] Kaushal Ajit L. Book Review:Arun Sundararajan, the Sharing Economy:The End of Employment and the Rise of Crowd-Based Capitalism[J]. Vision:The Journal of Business Perspective, 2017,21(2):238-239
[21] Sun C., Ji Y., Kolfal B., et al. Business-to-Consumer Platform Strategy:How Vendor Certification Changes Platform and Seller Incentives[J]. ACM Transactions on Management Information Systems, 2017,8(2-3):6-14
[22] Wattal S. Show Me the Way to Go Home:An Empirical Investigation of Ride-Sharing and Alcohol Related Motor Vehicle Fatalities[J]. MIS Quarterly, 2017,40(1):163-187
[23] Panda R., Verma S., Mehta B. Emergence and Acceptance of Sharing Economy in India[J]. International Journal of Online Marketing, 2015,5(3):1-17
[24] Tiwana A., Konsynski B., Bush A. Research Commentary-Platform Evolution:Coevolution of Platform Architecture, Governance, and Environmental Dynamics[J]. Information Systems Research, 2010,21(4):675-687
[25] Helfat C. E., Raubitschek R. S. Dynamic and Integrative Capabilities for Profiting from Innovation in Digital Platform-Based Ecosystems[J]. Research Policy, 2018,47(8):487-497
[26] Tiwana A., Bush A. Spotting Lemons in Platform Markets:A Conjoint Experiment on Signaling[J]. IEEE Transactions on Engineering Management, 2014,61(3):393-405
[27] Venkatraman N., Lee C. H. Preferential Linkage and Network Evolution:A Conceptual Model and Empirical Test in the U.S. Video Game Sector[J]. Academy of Management Journal, 2004,47(6):876-892
[28] Hamari J., Mimmi Sj klint., Ukkonen A. The Sharing Economy:Why People Participate in Collaborative Consumption[J]. Journal of the Association for Information Science and Technology, 2016,67(9):2047-2059
[29] Huang P., Wu D. J. Appropriability Mechanisms and the Platform Partnership Decision:Evidence from Enterprise Software[J]. Management Science, 2013,59(1):102-121
[30] Mantena R., Saha R. L. Co-opetitio n between Differentiated Platforms in Two-Sided Markets[J]. Journal of Management Information Systems, 2012,29(2):109-140
[31] Harviainen J. T., Hamari J. Seek, Share, or Withhold:Information Trading in Mmorpgs[J]. Journal of Documentation, 2015,71(6):1119-1134
[32] Winterhalter S., Wecht C. H., Krieg L. Keeping Reins on the Sharing Economy:Strategies and Business Models for Incumbents[J]. Marketing Review, 2015,32(4):32-39
[33] Xue Y., Liang H., Boulton W. R. Information Technology Governance in Information Technology Investment Decision Processes:The Impact of Investment Characteristics, External Environment, and Internal Context[J]. MIS Quarterly, 2008,32(1):67-96
[34] Xia M., Huang Y., Duan W., et al. Research Note -To Continue Sharing or Not to Continue Sharing? An Empirical Analysis of User Decision in Peer-to-Peer Sharing Networks[J]. Information Systems Research, 2012,23(1):247-259
[35] Lombardi P., Schwabe F. Sharing Economy as a New Business Model for Energy Storage Systems[J]. Applied Energy, 2017,188(1):485-496
[36] Kung L. C., Zhong G. Y. The Optimal Pricing Strategy for Two-sided Platform Delivery in the Sharing Economy[J]. Transportation Research Part E Logistics & Transportation Review, 2017,101(3):1-12
[37] Koh E., King B. Accommodating the Sharing Revolution:A Qualitative Evaluation of the Impact of Airbnb on Singapore's Budget Hotels[J]. Tourism Recreation Research, 2017,24(5):1-13
[38] Fang Z., Huang L., Wierman A. Prices and Subsidies in the Sharing Economy[J]. ACM Transactions on Management Information Systems, 2017,(6):53-62
[39] Mittendorf C., Ostermann U. Private vs. Business Customers in the Sharing Economy——The Implications of Trust, Perceived Risk, and Social Motives on Airbnb[C]. Hawaii International Conference on System Sciences, 2017,(4):5827-5836
[40] Ert E., Fleischer A., Magen N. Trust and Reputation in the Sharing Economy:The Role of Personal Photos in Airbnb[J]. Tourism Management, 2016,55(7):62-73
[41] Wang D., Nicolau J. L. Price Determinants of Sharing Economy Based Accommodation Rental:A Study of Listings from 33 Cities on Airbnb.com[J]. International Journal of Hospitality Management, 2017,62(4):120-131
[42] Mittendorf C. The Implications of Trust in the Sharing Economy:An Empirical Analysis of Uber[C]. Hawaii International Conference on System Sciences, 2017,(4):5837-5846
[43] Schor J. B., Attwood-Charles W. The "Sharing" Economy:Labor, Inequality, and Social Connection on for-Profit Platforms[J]. Sociology Compass, 2017,11(1):93-124
[44] Hirnschall C., Singla A., Tschiatschek S., et al. Learning User Preferences to Incentivize Exploration in the Sharing Economy[EB/OL]. http://www.researchgate.net/publication/321241965, 2017
[45] Roy A., Raju J. S. The Influence of Demand Factors on Dynamic Competitive Pricing Strategy:An Empirical Study[J]. Marketing Letters, 2011,22(3):259-281
[46] Ye Q., Qian Z., Song G. X. The Analysis of Advertising Pricing Based on the Two-Sided Markets Theory in Social Network[J]. Nankai Business Review, 2016,445(1):277-287
[47] Ghose A., Yao Y. Using Transaction Prices to Re-examine Price Dispersion in Electronic Markets[J]. Information Systems Research, 2011,22(2):269-288
[48] Mackinnon D. P., Lockwood C. M., Hoffman J. M., et al. A Comparison of Methods to Test Mediation and Other Intervening Variable Effects[J]. Psychological Methods, 2002,7(1):83-104