) 1对外经济贸易大学信息学院, 北京 100029
2北京第二外国语学院旅游科学学院, 北京 100020
3西北大学经济管理学院, 西安 710127
收稿日期:2021-01-04出版日期:2021-11-15发布日期:2021-09-23通讯作者:李纯青E-mail:lichunqing@nwu.edu.cn基金资助:国家自然科学基金项目(72072006);国家自然科学基金项目(71772144);对外经济贸易大学优秀青年****资助项目(20YQ11);对外经济贸易大学中央高校基本科研业务费专项资金资助(CXTD12-04)The promotion of customer citizenship behaviors and the deterrence of misbehaviors in sharing economy based on social dilemma theory
MA Shuang1, LING Xiaodie2, LI Chunqing3() 1School of Information Technology & Management, University of International Business and Economics, Beijing 100029, China
2School of Tourism Science, Beijing International Studies University, Beijing 100024, China
3School of Economics and Management, Northwest University, Xi’an 710027, China
Received:2021-01-04Online:2021-11-15Published:2021-09-23Contact:LI Chunqing E-mail:lichunqing@nwu.edu.cn摘要/Abstract
摘要： 共享经济(个体供方对个体顾客的共享模式如小猪短租平台)中顾客公民行为的促进和不当行为的治理, 成为保证共享经济可持续发展的重要议题。然而, 现有顾客行为相关研究更多是在传统经济背景下进行的探讨, 而涉及到共享经济背景下的研究难以体现共享经济的特色, 导致其未能很好地解决实践困境。上述顾客行为是在个人和集体利益发生冲突时的抉择, 即社会困境。社会困境理论可以帮助企业全面认识顾客公民行为和不当行为并有效解决困境问题。本研究拟基于社会困境理论, 探讨以下三个方面的问题: (1) 深入剖析共享经济中顾客公民行为和不当行为的概念、维度及其测量; (2) 揭示平台、供方和政府通过规则制定或社会影响策略来有效优化顾客行为的路径; (3) 阐明顾客公民和不当行为的差异性影响机制, 以及顾客社会价值导向和供方监督对顾客行为的调节作用。本研究有助于拓展现有顾客公民和不当行为的研究, 为平台、供方和政府管理提供重要参考。
图/表 4
表1共享经济中社会困境相关研究
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表1共享经济中社会困境相关研究
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图1研究框架
图1研究框架
图2研究内容2: 顾客公民和不当行为的应对策略及边界条件 注：粗线条表示显著性更强
图2研究内容2: 顾客公民和不当行为的应对策略及边界条件 注：粗线条表示显著性更强
图3研究内容3: 顾客行为差异影响及调节机制
图3研究内容3: 顾客行为差异影响及调节机制参考文献 62
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