摘要: |
本文基于顾客主导逻辑范式与赋能理论,揭示共享经济中的产品赋能机制及其经济价值。产品赋能机制是指平台卖家通过共享网络获取信息、资源和知识,提升产品价值创新能力的作用机制。这一机制是卖家选择交易和剩余权结构交互作用的结果,具有非对称性控制权的经济特征。卖家遵循“获取剩余索取权—赋能产品—提升销量—价格竞争”的行为路径,本文以此构建了产品赋能的两阶段博弈模型。实证结果表明:产品赋能对销量和价格都具有正向影响,能为卖家带来高额剩余索取利润;价格和用户评论数在产品赋能对销量的正向影响中呈现显著抑制作用;只有当产品赋能水平通过临界值(3分)时,才能对产品销量产生积极影响;只有当产品赋能水平通过临界值(4分)时,才能对产品价格产生正向影响。该结果启示共享平台应采取非对称性产权制度安排,来激发众卖家的创新活力,重塑平台独特的竞争优势。 |
关键词: 共享经济 产品赋能 顾客主导逻辑 纵向差异模型 剩余索取权 |
DOI:10.13581/j.cnki.rdm.20181243 |
分类号:F270 |
基金项目:国家自然科学基金资助项目“战略性资源产业转型升级路径、机理及政策支持研究——基于协同创新视角”(71663021);中央高校基本科研项目“分类型基础设施影响区域经济增长的理论与实证研究”(106112017CDJXSYY0001);重庆市研究生科研创新项目“信息通信技术(ICT)产业的配置绩效与公共政策选择”(CYS17012)。 |
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Product Enabling Mechanism of Sharing EconomyEvidence from Xiaozhu.com |
LIN YONG, ZHANG HAO
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School of Public Administration, Chongqing University, Chongqing 400044, China
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Abstract: |
Based on the customer dominated logic and enabling theory, it revealed the enabling mechanism of products in the sharing economy and verified its influence on product sales and price. The product enabling mechanism is the mechanism by which the sellers obtain information, resources and knowledge through the sharing network, and enhance the product value innovation ability. This mechanism is the result of the interaction between the seller's choice of transaction and the structure of residual rights. Based on the sellers’ behavior path of “acquiring residual ownership-enabling product-improving sales-price competitive”, it constructed the two-stage game model of product enabling. The empirical results show that: product enabling has a positive impact on sales and price; the effect of product enabling on sales is inhibited by price and reviews; when the enabling level passes the critical value (3 points), it has a positive impact on sales; when the enabling level passes the critical value (4 points), it has a positive impact on price. The results suggest that the sharing platform should adopt the arrangement of asymmetric property rights system,it is used to stimulate the innovation vitality of numerous sellers and reshape the unique competitive advantage of the platform. |
Key words: sharing economy product enabling customer dominated logic vertical difference model residual claim |