节事价值共创的非对称性及影响因素——基于观众和演职人员主体

主体间的价值共创是节事活动创新与发展的重要推力,既有研究指出价值共创机制受参与主体和多种因素的共同影响,但是各因素聚类特征、充要条件及共创路径稳健性之间的影响机理尚存争议。文章基于观众和演职人员价值共创的主体间性,调研了720份有效样本,基于三因素理论和结构模型定量研究节事价值共创参与度、原真性和地方依恋因素的非对称性及影响机理,得到如下结论:(1)因素聚类的非对称性是导致主体内行为策略非对称性的主因;(2)因素聚类的非对称性又是导致价值共创充要条件非对称性的主因;(3)主体间价值共创的充要条件影响共创路径的稳健性;(4)应重视研究价值共创机制中因素聚类、充要条件及共创路径稳健性之间的理论关系。

The Asymmetry and Influencing Factors of the Value Co-creation in Events--Based on the Audiences and Actors

Inter-subjectivity value co-creation is an important impetus for the innovation and develop-ment of festival activities.Existing studies pointed out that the value co-creation mechanism is influenced by the participants as well as various other factors.However,there is still some controversy over the influence mechanism among clustering characteristics of all factors,necessary and sufficient conditions and the robustness of the co-creation path.In order to study the inter-subjectivity of value co-creation between audiences and cast members,quantitative research was conducted on 720 valid samples analyzing the asymmetry among the degree of involvement,authenticity and place attachment of value co-creation and their influence mechanism in the case of festivals and special events by using a three-factor theory and structural models.The following conclusions were drawn:(1)The asymmetry of factor clustering is both the main cause of the asymmetry of behavior strategy and the necessary and sufficient condition for its asymmetry.To be more specific,first of all,both sides believe that degree of involvement is a sufficient but not necessary condition for joint value creation,as well as an exciting factor of high energy efficiency,therefore both sides adopt proactive strategies.Secondly,both sides believe that place attachment is an exciting factor,as well as a sufficient but not necessary condition,but they differ in their opinion on its energy efficiency.Audiences rate place attachment as being moderately energy efficient,while cast members rate it as being highly energy efficient.This makes cast members believe that place attachment should be precisely highlighted during the performance,while audiences think that the abandonment strategy should be adopted in the case of place attachment.Finally,the subjects of value cocreation during festivals and events differ greatly in their opinions on authenticity.Audience believes that authenticity is an important and efficient performance factor,as well as a necessary and sufficient condition,therefore considers that a proactive strategy should be adopted.Cast members,however,consider authenticity as an underlying factor of low energy efficiency and a necessary but insufficient condition,therefore consider that a low priority strategy should be adopted.(2)The necessary and sufficient conditions of inter-subjectivity of value co-creation influence the robustness of the co-creation path.Namely,the audience model shows that the authenticity factor is the only high energy efficiency performance factor and the necessary and sufficient condition for value co-creation.Therefore,compared with the degree of involvement and place attachment,authenticity,as a necessary and sufficient condition,is not only the premise of audience value co-creation,but also the important result of audiences’active involvement in festival and event activities.The cast member model shows that cast members lack a robust path to the co-creation of festival value,and there is a robust threedimensional framework relationship among the three latent variables of involvement degree,authenticity and place attachment.The reasons for this are as follows:First of all,the degree of involvement,authenticity and place attachment are neither necessary nor sufficient conditions for the value co-creation of the cast members.Secondly,the cast members of the festival regard the performing arts they participate in as a mere workflow.Therefore,in the performing process,the purpose that the cast members put necessary emotions into the performance is to produce a scene to arouse resonance of the audience in authenticity and place attachment.Yet,the cast members themselves lack satisfaction and loyalty to the festival performance projects.In a sense,they do not have any pleasant experience during this process.Therefore,without these important prerequisites of value co-creation,the path of cast members is neither remarkable,nor in line with expectations.(3)We should pay attention to the theoretical relationship among factor clustering,necessary and sufficient conditions and cocreation path robustness in value co-creation mechanism.