平台生态系统中用户价值体系的形成与驱动机制研究——基于用户契合视角

doi:10.15936/j.cnki.1008-3758.2019.05.005

东北大学学报（社会科学版） ›› 2019, Vol. 21 ›› Issue (5): 470-479.DOI: 10.15936/j.cnki.1008-3758.2019.05.005

平台生态系统中用户价值体系的形成与驱动机制研究——基于用户契合视角

宁连举，孙中原，肖朔晨

(北京邮电大学经济管理学院，北京100876)

收稿日期:2019-02-20 修回日期:2019-02-20 出版日期:2019-09-25 发布日期:2019-09-25
通讯作者: 宁连举
作者简介:宁连举(1971-)，男，黑龙江齐齐哈尔人，北京邮电大学教授，博士生导师，主要从事消费者行为、网络营销与创新管理研究。
基金资助:
北京市自然科学基金资助项目(9182012);国家自然科学基金资助项目(71271032)。

Research on the Forming and Driving Mechanisms of User Value System in Platform Ecosystem——From the Perspective of User Engagement

NING Lian-ju， SUN Zhong-yuan， XIAO Shuo-chen

(School of Economics and Management， Beijing University of Posts & Telecommunications， Beijing 100876， China)

Received:2019-02-20 Revised:2019-02-20 Online:2019-09-25 Published:2019-09-25
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摘要/Abstract

摘要： 根据用户契合理论，用户非交易性价值在企业经营过程中的作用日益增大。基于此，从用户契合视角出发，系统地分析了平台生态系统中用户价值体系的形成和驱动机制。阐述了平台生态系统中的用户资源贡献和用户价值分类;探索了用户资源到用户终身价值、用户分享价值和用户共创价值的形成机制，并梳理了交易行为、广告行为、分享行为和共创行为在用户价值体系形成过程中的作用;刻画并验证了用户契合对用户价值体系的驱动作用，为平台企业的运营管理以及管理者识别、理解和挖掘用户资源及用户价值提供理论依据。

关键词: 平台生态系统, 用户价值体系, 用户契合

Abstract: According to user engagement theory， the role of user's non-transactional value in business process is increasing. Based on this， the paper systematically analyzes the forming and driving mechanisms of user value system in platform ecosystems from the perspective of user engagement. The contribution of user resources and types of user value in platform ecosystems are discussed. The forming mechanisms of user lifetime value， user sharing value， and user co-creation value from the user resources are explored and the roles of the behavioral activities， including transaction behavior， advertising behavior， sharing behavior and co-creation behavior in forming mechanisms of the user value system are sorted out. Finally， this paper portrays and verifies the role of user engagement in the driving mechanisms of user value system， and provides a theoretical basis for the operation management of the platform enterprise and the management identification， understanding and user's resources and value mining.

Key words: platform ecosystems, user value system, user engagement

中图分类号:

C939

宁连举，孙中原，肖朔晨. 平台生态系统中用户价值体系的形成与驱动机制研究——基于用户契合视角[J]. 东北大学学报（社会科学版）, 2019, 21(5): 470-479.

NING Lian-ju， SUN Zhong-yuan， XIAO Shuo-chen. Research on the Forming and Driving Mechanisms of User Value System in Platform Ecosystem——From the Perspective of User Engagement[J]. Journal of Northeastern University(Social Science), 2019, 21(5): 470-479.

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平台生态系统中用户价值体系的形成与驱动机制研究——基于用户契合视角

Research on the Forming and Driving Mechanisms of User Value System in Platform Ecosystem——From the Perspective of User Engagement

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