在共享经济的浪潮中，企业已经不再是价值的主导者，顾客参与产品的研发、生 产制造等成为企业发挥竞争优势的重要支撑，在此背景下价值共创理论逐渐成为学术 界和商界的研究热点。基于顾客体验视角，从服务主导逻辑下的价值共创层面出发的 研究比较少，从这一理论出发，对于驱动顾客参与的因素、顾客与企业进行价值共创 行为的过程机理等问题仍需进行挖掘。基于此，本文从服务价值主导逻辑下的价值共 创这一理论出发，并以Airbnb为例，运用质性研究的方法，探讨顾客参与企业价值共 创过程的影响因素，并分析这些因素是如何影响用户的价值共创行为。 本文的研究内容主要分为三部分。第一部分是文献综述和理论模型构建，分别对 共享经济、顾客参与和价值共创的相关概念、研究领域等进行了梳理。在总结归纳研 究成果的基础上，发现现有研究的不足和理论缺口。第二部分为探索驱动因素。该部 分主要以共享经济先驱Airbnb为研究对象，通过收集二手数据作为资料来源，并且运 用扎根理论的三级编码对资料进行分析，得出现代功能体验、审美愉悦体验、人际互 动体验和日常生活体验这几个影响因素。第三部分为分析驱动机理。基于编码结果， 本文从价值促进阶段和共创阶段出发，进一步分析了影响因素和顾客参与价值共创行 为之间的关系。研究发现，在价值促进阶段，支撑顾客参与共创行为的活力来自顾客 内部需求驱动；无论是顾客驱动型还是企业驱动型，只有顾企双方达到价值主张契合 时才会进入共创的阶段。在价值共创阶段，“现代功能体验”是起点，“人际互动”是 主线；据此本文进一步完善了理论模型，并根据研究发现提出了加强“人际互动”交 互和加强“日常生活体验”建设等相应管理建议，以此来促进更多的顾客参与到价值 共创过程中。 关键词：共享经济；用户互动；顾客参与；价值共创；服务主导逻辑 IV Abstract In the wave of sharing economy, enterprises are no longer the value leader. The participation of customers in product research and development, production and manufacturing has become an important support for enterprises to play a competitive advantage. From this theory, it is still necessary to drive the factors of customer participation, the process mechanism of value-creating behavior between customers and enterprises. Excavate. Based on this, this paper starts from the theory of value creation under the logic of service value, and takes Airbnb as an example, using qualitative research methods to explore the influencing factors of customer participation in the process of corporate value creation, and how these factors are analyzed. Affect the value of the user's co-creation behavior. The research content of this paper is mainly divided into three parts. The first part is the literature review and theoretical model construction, which respectively sort out the related concepts and research fields of sharing economy, customer participation and value creation. On the basis of summarizing the results of the inductive research, we find the shortcomings of the existing research and the theoretical gap, so as to choose the driving force of customer participation in the new product development from the perspective of service-oriented logical value co-creation theory, and create a three-stage theory based on value creation. And the value creation logic initially constructed a theoretical model. The second part is to explore the driving factors. This part mainly shares the economic pioneer Airbnb as the research object. By collecting the second-hand data as the data source, and using the three-level code of the grounded theory to analyze the data, the modern functional experience, the aesthetic pleasure experience, the interpersonal interaction experience and the daily life experience are obtained. Several factors affecting factors. The third part is the analysis of the driving mechanism. Based on the coding results, this paper starts from the value promotion stage and the co-creation stage, and further analyzes the relationship between the influencing factors and the customer participation value co-creation behavior. In the value creation stage, “modern functional experience” is the starting point, “interpersonal interaction” is the main line; most customers tend to participate in customer-driven value co-creation, and a small number of customers tend to participate in enterprise-driven value co-creation. Participate in the entire process from the start of the connection to the separation phase, where customers interact deeply with customers, businesses and companies. According to this paper, the theoretical model is further improved, and according to the research findings, corresponding management suggestions such as strengthening the interaction of “interpersonal interaction”, clarifying the “acquisition” demand and strengthening the construction of “everyday experience” are proposed to promote more customers to participate. Value creation process. V Key words: Sharing economy; User interaction; Customer participation; Value creation; Driving factors; Service-led logic VI 目 录 摘要 ........................................................................................................................ I Abstract ........................................................................................................................III 第一章 绪论 ........................................................................................................... - 1 - 1.1 研究背景与意义 ................................................................................................. - 1 - 1.1.1 研究背景 .................................................................................................. - 1 - 1.1.2 研究意义 .................................................................................................. - 1 - 1.2 研究目的与内容 ................................................................................................. - 2 - 1.2.1 研究目的 .................................................................................................. - 2 - 1.2.2 研究内容 .................................................................................................. - 2 - 1.3 研究方法与论文框架 ......................................................................................... - 3 - 1.3.1 研究方法 .................................................................................................. - 3 - 1.3.2 论文框架 .................................................................................................. - 3 - 1.4 论文创新点 ......................................................................................................... - 4 - 第二章 理论基础与文献综述 ............................................................................... - 7 - 2.1 共享经济研究概述 ............................................................................................. - 7 - 2.1.1 相关概念界定 .......................................................................................... - 7 - 2.1.2 共享经济的研究现状 .............................................................................. - 8 - 2.2 顾客参与研究概述 ............................................................................................. - 9 - 2.2.1 相关概念界定 .......................................................................................... - 9 - 2.2.2 顾客参与研究领域 ................................................................................ - 10 - 2.2.3 顾客参与前因和结果变量 .................................................................... - 11 - 2.3 价值共创研究概述 ........................................................................................... - 13 - 2.3.1 相关概念界定 ........................................................................................ - 13 - 2.3.2 价值共创研究领域 ................................................................................ - 13 - 2.3.3 价值共创的测量 .................................................................................... - 15 - 2.3.4 价值共创理论演化路径 ........................................................................ - 16 - 2.3.5 顾客参与价值共创行为分类 ................................................................ - 18 - 2.4 顾客体验过程研究概述 ......................................................