摘要
数字技术的高速发展，正在推动着商业环境逐步演化为依托数字化交互平台为核心
的数字生态系统。探究数字化交互平台企业与参与者之间进行互动价值创造的关键要素，
能够有效拓展平台企业的资源应用边界，也是营销领域的重要研究话题。
本文运用扎根理论的研究方法，采用半结构化访谈的方式，共访谈了 5位平台工作
从业者以及 28位平台消费者，将数字化交互平台的融入参与者（消费者及其社交网络）
作为研究对象，对其身份交互、演化及其张力调和路径展开研究，研究结果表明：（1）
数字化交互平台通过身份探索、身份聚焦、身份共建以及身份强化进行身份建构，消费
者及其社交网络通过身份分类、身份激活、身份扩展与身份张力进行身份建构，且基于
意义互动机制推动数字化交互平台与融入参与者之间实现互动价值转化；（2）从参与者
投入视角出发，具体探究在消费旅程的不同服务周期，数字化交互平台与融入参与者之
间的身份交互关系，发现数字化交互平台与融入参与者投入行为演化及身份演化之间相
互作用，初始服务周期（后续服务周期）的参与者交互会促进其投入行为与身份一致性
感知，进而影响后续服务周期（终止服务周期）的身份项目结果与投入行为；（3）数字
化交互平台与融入参与者之间存在身份张力，以融入参与者“众包 +众发”的价值传递
方式，形成数字化定制（个体调和）、社区化建设（关系调和）以及制度化设计（平台调
和）三条身份张力调和路径。
本文探究了在消费旅程中的数字化交互平台与融入参与者之间的身份相互作用关
系，一定程度上丰富了身份理论与平台相关理论，并拓展了消费旅程中的消费者行为研
究。此外，通过强调数字化交互平台企业以身份要素来吸引更多的参与者融入互动价值
创造过程，本文帮助平台企业提升多方参与者的关系粘性，为平台企业与参与者之间保
持长期、和谐、共赢关系提供重要依据，以促进数字化平台企业的可持续发展。
关键词：数字化交互平台，消费旅程，融入参与者，身份理论
I
Abstract
With the rapid development of digital technology, the business environment is gradually
evolving into a digitalized ecosystem based on the digitalized interactive platforms. Exploring
the keyelements of interactivevalue creation betweendigitalized interactive platform
enterprises and actors can effectively expand the resource application boundary of platform
enterprises, which is also an important research topic in the field of marketing.
Using grounded theory research methods and semi-structured interviews, thispaper
interviews 5 platform practitioners and 28 platform consumers. It takes the engaging actors
(consumers and their social networks) of digitalized interactive platforms as a research object,
and conducts research on their identity interaction, evolution and tension reconciliation path.
The results show that: (1) The digital interactive platform constructs identity through identity
exploration, identity focus, identity co-construction, and identity enhancement. Consumers and
their social networks construct identity through identity classification, identity activation,
identity expansion, and identity tension. It is based on a meaningful interaction mechanism to
promote the transformation of interactive value between the digital interactive platform and the
engaging actors; (2) From the perspective of actors input,this paper specifically explores the
identity interaction relationship between the digital interaction platform and the engaging actors
in different service cycles of the consumption journey. The study found that the interaction
between the digitalized interaction platform and theevolution of actors engagement behavior
and identity. The actors interaction in the initial service cycle (subsequent service cycles) will
promote their investment behavior and identity consistency perception,which in turn affects
the identity project results and investment behavior in the subsequent service cycle (terminating
service cycle); (3) There is an identity tension between the digitalized interactive platforms and
the engaging actors. This study found that three paths of identity tension reconciliation are
formed by integrating the value transfer method of "crowdsourcing + crowdsourcing" between
the platform and the actors: digitalized customization (individual reconciliation), community
construction (relational reconciliation), and institutional design (platform reconciliation).
This paper explores the identity interaction between digitalized interactive platforms and
engaging actors in the consumption journey, enriches the identity theory and platform-related
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