Web2.0环境下网络效应对价值共创的影响机理研究

Web2.0环境下，众多网络平台注重用户参与、交流互动与开放共享，为生产者、消费者等多主体协同参与价值共创提供了条件。为了深入探究网络外部性效应对Web 2.0价值共创模式的影响，研究构建了考虑网络效应的网络平台双边用户参与价值共创的理论模型，模型均衡解表明，消费者参与Web2.0网络平台进行价值共创会增加产品或服务的附加价值，提升消费者满意度，提高消费者对产品或服务的认知价值，进而吸引更多消费者参与价值共创，而消费者数量的增加会进一步提高该服务的价值，并吸引更多商户参与，由此产生正向网络外部性效应。建立了分析消费者剩余的经济模型，剖析了Web2.0环境下消费者无法参与价值分配却仍愿意参与价值共创的内在驱动因素。

The Research on Mechanism Influence of Network Effects to Value Co-creating under Web 2.0 Environment

Under web2.0 environment, many network platforms focuses on user participation, interaction and open sharing, which offer conditions for producers, consumers and other multi-agent collaborative to participate in value creating. In order to further explore the influence of network externalities on the value of web2.0, construct the theoretical model of bilateral user participation in value creation, which consider the effect of network platform. Equilibrium model show that consumers to participate in the web platform to create value, increase the added value of products or services, increase the consumer satisfaction, improve consumer perceived value of product or services, which will attract more customers to participate in value creation, and the increase number of consumers will further improve the value of service, which will attract more businesses to participate in, thus, creating positive network externalities. This paper sets up by analyzing the economic model of consumer surplus, analyzes the consumer who cannot participate in web environment value distribution but still willing to participate in value to create internal driving factors.