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论文编号：	10240
作者编号：	1120130778
上传时间：	2018/6/14 11:25:18
中文题目：	基于专用性投资的客户价值共创研究--以阿里出口通为例
英文题目：	The Reaserch of Customer Value Co-Creation Based Specific Investment—Taking Ali’s Exports for Example
指导老师：	严建援
中文关键字：	服务主导逻辑；价值共创行为；专用性投资；动态能力；共创价值
英文关键字：	Service Dominant Logic；Value Co-creation Behavior；Specific Investment；Dynamic Capability；Co-creation Value
中文摘要：	今天，价值共创这一概念已经蔚为潮流，营销理论和企业界都已认识到价值共创作为竞争优势的下一个新源泉的重要性。客户不仅仅是产品和服务的使用者，同时也是企业价值共创活动的积极参与者。越来越多的企业正在想法设法地邀请客户参与到价值共创活动中，共同开发新产品或者引导客户自己创新等，例如大多数软件开发企业在为客户提供软件服务时，为了满足客户定制化和个性化的需求，都会鼓励客户全程参与软件的二次开发以实现长期合作关系和利润；阿里旗下的出口通是一个企业对企业的网络外贸交易平台，其主要功能是帮助中小企业拓展国际贸易的出口营销推广服务，进而获得贸易商机和订单的国际贸易网络平台。阿里在不断推出新服务（例如广告服务、关键字竞价、金融服务、物流服务、展会O2O、产业带以及最近刚推出的一达通新型服务等）的同时，还积极的与客户进行线上与线下互动，举办各种活动邀请客户参与，通过与客户深入沟通互动，阿里更加深入地了解客户的潜在需求，客户也享受到了定制化服务，客户与阿里的关系更加紧密，增强了互信。由此可见，客户参与电商平台的价值共创行为（以下简称价值共创行为）已为客户和企业都带来了价值的提升。因此，研究客户价值共创已经成为实务界和理论界都须关注的热点议题。本研究从服务营销视角出发，以服务主导逻辑、交易成本理论和动态能力理论为基础，以阿里出口通客户为研究对象，综合运用文献研究、扎根理论和实证研究相结合的方法构建了B2B情境下客户参与电商平台价值共创的模型，分析了专用性投资、资源依赖、信任和价值共创行为间的关系以及价值共创行为、动态能力和客户共创价值（以下简称共创价值）之间的关系。本研究丰富了服务主导逻辑、动态能力和交易成本理论领域的相关研究，并为平台、客户如何进行价值共创提供有益启示。 本研究主要结论体现在以下四个方面： 第一，构建了基于专用性投资的客户参与电商平台价值共创的模型。本研究以服务主导逻辑、动态能力理论与交易成本理论作为案例研究的初步理论基础，继而设计访谈提纲，在对阿里出口通五家客户的深入访谈的基础上，通过对所收集的数据进行三步编码，从而构建了客户参与电商平台价值共创的模型。主要有二个研究发现：第一，提炼了基于客户逻辑的价值共创过程；第二，构建了客户参与电商平台价值共创的模型。 第二，验证了价值共创行为对共创价值所产生的正向作用。本研究结合以往的文献和实地调研的基础上，将共创价值分为经济价值（市场价值）和非经济价值两大类共三个维度（服务/产品价值和狭义上的关系价值）。研究发现，客户参与电商平台的价值共创行为将促进客户与平台进行更为广度和深度的互动，进而提升客户的市场价值、服务/产品价值和关系价值，其中价值共创行为对客户的关系价值影响更为显著（0.88>0.69>0.60）。 第三，验证了客户的专用性投资通过资源依赖和信任对价值共创行为的间接影响。本研究构建了专用性投资对价值共创行为影响的关系模型。研究发现，专用性投资对资源依赖和信任产生一定的影响，而资源依赖对价值共创行为的影响则不显著，因此专用性投资主要通过信任对客户的价值共创行为产生间接影响。可见，在客户参与电商平台价值共创的过程中，信任发挥的作用远高于资源依赖。 第四，验证了动态能力在价值共创行为与市场价值间的部分中介作用。本研究构建了价值共创行为、动态能力和共创价值间的关系模型。研究发现，价值共创行为通过动态能力的部分中介作用对市场价值产生积极的影响，中介效应为0.13。在此基础上进一步运用Bootstrap法验证了动态能力的四个维度（变革创新能力、环境适应能力、学习能力和资源整合能力）在价值共创行为与市场价值间的多重中介作用。结果显示，学习能力的中介作用（0.120）显著高于环境适应能力（0.003）、变革创新能力（0.001）和资源整合能力（0.006）。 本研究的创新点主要体现在以下三方面： 第一，设计了客户参与电商平台的价值共创量表。虽然以往文献中与本研究相关的变量已存在一些成熟量表，但这些研究的变量测量与本研究的研究重点和研究情境有所不同，已有量表的研究情境多聚焦于B2C情景下顾客价值共创的行为，而本研究则是研究B2B情境下客户参与电商平台的价值共创问题，因此本研究的问卷是在借鉴已有量表的基础上，结合对阿里出口通四家客户的深度访谈，深入理解客户参与电商平台价值共创的特征和过程设计而成的。 第二，构建了客户参与电商平台价值共创的模型。以往对客户价值共创的研究大多是在B2C情境下，而B2B情境下企业决策行为的研究成果相对较少。因此本研究通过扎根理论，以资源基础理论、动态能力理论与交易成本理论作为扎根研究的初步理论基础，继而设计访谈提纲，在对阿里出口通五家客户深入访谈的基础上，通过对所收集的数据进行三步编码，构建了B2B情境下客户参与电商平台价值共创的模型。 第三，从专用性性投资的视角打开了B2B情景下客户参与电商平台价值共创的“黑匣子”。现有研究中，关于B2B情景下客户价值共创的“黑匣子”还没有完全打开。本研究从专用性投资的视角构建了两个模型：（1）专用性投资对价值共创行为影响的关系模型，分析了资源依赖和信任在专用性投资和价值共创行为间发挥的间接作用；（2）价值共创行为对共创价值影响的关系模型，分析了动态能力的部分中介作用，并采用Bootstrap分析方法验证了其四个维度的多重中介作用。
英文摘要：	The concept of value co-creation has become a trend today,marketing theory and practice have both recognized the increasing importance of customer value co-creation as the new frontier of competitive advantage.Customers are not only buyers and users of products and services, but they also actively engage in value co-creation with firms. More and more companies are finding ways to actively involve customers in their value co-creation activities, either co-developing new products and services with customers or allowing customers to innovate on their own. For example, in order to meet the customized and personalized requirements of customers,most software developers will encourage customers to fully participate in the secondary development of software to achieve long-term cooperation and profit;Ali,s e-commerce export platform is B2B's network trading platform, its main function is to help small and medium-sized enterprise to develop export marketing services of international trade to get trade business opportunities and orders .If customers join this platform and use the various services, they must pay a fee. To meet the increasing needs of customers, ali has introduced a tradelink、keywords bidding、financial services、personnel services、exhibition O2O、industrial belt and yi da tong. While continuously launches new services, ali positively interacts with customers online and offline.First, inviting customers to participate in various activities including the foreign trade business training、management training、cross-border business training; At the same time, in order to strengthen the communication among customers, ali also dominates various activities to encourage customers to participate in the competition and share experience in foreign trade.Through the deep interactive with platform,customers not only let ali more insight into their potential demand to provide them customized services, also bulid closer relations with ali, at the same time to enhance the mutual trust;More importantly, after participating in the activities of the platform, customers expand market and achieve a certain profit promotion.This shows it enhances the values of the platform and the customer through customer value co-creation.Therefore, the research on the customer value co-creation has became the hot spot in the practice and theory. From the perspective of service marketing, this paper builds the model of customer participation in value co-creation of e-commerce platform and analyses the relationship between specific investment、resource dependence、trust and value co-creation behavior and the relationship between value co-creation behavior、dynamic capability、co-creation value based on service dominant logic、transaction cost theory、dynamic capability through literature research、grounded theory、empirical research method. This research enriches the field of service dominant logic、specific investment、dynamic capability and provides beneficial enlightenments for platform and customer in how to carry out value co-creation. Four primary conclusions are drawn from this paper: First, this research builds the model of customer participation in value co-creation of e-commerce platform based on specific investment.This research builds the interview outline based on theories such as service dominant logic、dynamic capability theory、transaction cost theory and builds the model of customer participation in value co-creation of e-commerce platform in B2B through three coding on the basis of in-depth interviews ali,s five customers. There are mainly two researche conclusions: first, refines the process of customer participation in value co-creation of e-commerce platform in B2B based on the logic of customer;second, builds the model of customer participation in value co-creation of e-commerce platform. Second, this research verifies the positive effect value co-creation behavior on co-creation value.This study divides co-creation value into economic value (market value) and non-economic value(service/product value and relationship value)according to the previous literature and field research. This research finds that co-creation behavior will promote the greater breadth and depth interaction between customer and platform and raises the market value、service/product value、relationship value, value co-creation behavior creates a more significant impact on the relationship value (0.88 > 0.69 > 0.60). Third, the research verifies that the indirect effect of customer specific investment on the value co-creation behavior through the resource dependence and trust.This research builds a conceptual model of the relationship among specific investment、resource dependence and trust、value co-creation behavior in B2B.The research finds that specific investment has some influences on resource dependence and trust, and resource dependence has no significant impact on value co-creation behavior, so specific investment mainly has impact on value co-creation behavior through trust.So the role of trust is much higher than resources dependence in the process of customer value co-creation. Fourth, the research verifies that dynamic capabilities plays a part of moderating role between value co-creation behavior and market value. This research builds a conceptual model of the relationship among value co-creation behavior、dynamic capability、co-creation value, and analyses the moderating role of dynamic capabilities. This research uses structural equation and the Bootstrap analysis method to conduct an empirical test on the theoretical hypothesis. From the research results,we finds that dynamic capabilities plays a part of moderating role between value co-creation behavior and market value, the mediation effect is 0.13. Four dimensions play a part of multiple moderating role.compared with the other three variables, Learning ability(0.120) plays a more important moderating role. With the above findings, this research has generally made the following contributions: First, the research designs a scale of customer value co-creation.Although previous literatures have already exist some maturity scale, the research situation and the research emphasis of these studies are different from this research, the previous studies are mainly in B2C, and this research is in B2B.Therefore the questionnaire of this research is designed on the basis of drawing scale through in-depth interviews with the ali,s four customers combined with the deep understanding the characteristics and the process of customer participation in value co-creation of e-commerce platform. Second, this research builds the model of customer participation in value co-creation of e-commerce platform based on specific investment. The research on customer value co-creation of electric Business platform focuses in the field of B2C (Business to Customer), ignoring the B2B (Business to Business) field.So this research builds the interview outline based on theories such as service dominant logic、dynamic capability theory and transaction cost theory through grounded theory and builds the process mechanism model of customer participation in value co-creation of e-commerce platform in B2B through three coding on the basis of in-depth interviews ali,s five customers. Third, from the perspective of specific investment, this research opens the "black box" of customer participation in value co-creation of e-commerce platform in B2B. In the existing study, the "black box" of customer participation in value co-creation of e-commerce platform is still not fully open.From the perspective of specific investment, this research builds two models: (1) the relationship model of the influence of specific investmenton co-creation behavior, and analyses the indirect effect of customer specific investment on the co-creation behavior through the resource dependence and trust;(2) the relationship model of the influence of co-creation behavior on co-creation value, and analyses the moderating role of dynamic capabilities，and verifies the four dimensions of dynamic capabilities play a part of multiple intermediary role Using the Bootstrap analysis.
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