M. Barari, Mitchell Ross, Sara Quach, Jiraporn Surachartkumtonkun
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引用次数: 0
摘要
目的本文旨在探讨共享经济背景下的 "行为者参与 "概念,共享经济是一种新颖而充满活力的商业模式。设计/方法/途径借鉴 Storbacka et al.(研究结果研究结果表明,对于多维度的参与者参与而言,情感参与比认知参与对行为参与的影响更为显著。服务提供商的参与(直接参与和通过客户参与)会影响服务提供商的价值创造(即绩效)。此外,国家层面的调节因素(即经济、竞争力、技术、社会和政治因素)在我们的模型中发挥了重要的调节作用。研究局限/启示本研究鼓励未来的研究探索行为主体参与如何为不同共享经济平台上的所有行为主体创造价值。研究结果为服务提供商吸引其客户和平台管理者(尤其是在国际背景下)管理其与不同国家的客户和服务提供商的关系提供了实用见解。
Using text and image mining to study how actor engagement creates value in the sharing economy
Purpose
This paper aims to explore the concept of “actor engagement” within the context of the sharing economy, a novel and dynamic business model. Specifically, it investigates the formation of actor engagement and its relationship with value creation within this business model.
Design/methodology/approach
Drawing on Storbacka et al. (2016)actor engagement framework and service-dominant logic service ecosystem model, unstructured data (text and images) from the Airbnb platform in seven countries and text- and image-mining techniques such as machine learning are used to measure the research variables and test the model by PLS-SEM.
Findings
The results indicate that affective engagement has a more significant impact on behavioural engagement than cognitive engagement for multidimensional actor engagement. Service providers’ engagement – directly, and through customer engagement – influences value creation for service providers (i.e. performance). Moreover, national-level moderator (i.e. economic, competitiveness, technology, social and political factors) plays a significant moderating role in our model.
Research limitations/implications
This study encourages future research to explore how actor engagement leads to value creation for all actors on the different sharing economy platforms.
Practical implications
The findings provide practical insights for service providers to engage their customers and platform managers, especially in an international context, on managing their relationships with both customers and service providers in different countries.
Originality/value
This study advances the current literature on actor engagement and its role in value creation by providing a better understanding of the role of the national context in this process through unstructured data analysis.
期刊介绍:
The EJM is receptive to all areas of research which are relevant to marketing academic research, some examples are: ■Sustainability and ethical issues in marketing ■Consumer behaviour ■Advertising and branding issues ■Sales management and personal selling ■Methodology and metatheory of marketing research ■International and export marketing ■Services marketing ■New product development and innovation ■Retailing and distribution ■Macromarketing and societal issues ■Pricing and economic decision making in marketing ■Marketing models