互联网平台如何创造体验价值:基于互动视角的分析

发布时间：2018-03-28 14:35

本文选题：互联网　切入点：互联网平台　出处：《广东财经大学学报》2017年02期

【摘要】：互联网平台是消费者参与、互动和获得体验价值的重要场所。梳理国内外相关文献发现,现有文献关于互联网平台体验价值的研究主要是针对消费者社区,不能适应互联网飞速发展的现实。因而有必要按照信息流动方式和互动参与程度的不同,将互联网平台分为单向式平台、互动式平台、自媒体平台和协作式平台四种类型,并基于社会网络观点(互动)和共创价值观点(共创用户体验),构建互联网平台体验价值形成的理论模型,进而展开实证分析。研究结果显示:单向式平台互动和获得体验价值程度最低;自媒体平台互动和获得体验价值程度最高;协作式平台对互动和体验价值、互动和共创用户体验的关系具有最大的调节作用;自媒体平台对互动和体验价值、互动和共创用户体验的关系具有最小的调节作用。这一结论可为互联网平台企业发展和研究者提供重要的借鉴和参考。
[Abstract]:Internet platform is an important place for consumers to participate, interact and gain experience value. It is necessary to divide the Internet platform into four types: unidirectional platform, interactive platform, self-media platform and collaborative platform, according to the different information flow mode and the degree of interaction participation, so it is necessary to divide the Internet platform into four types: one-way platform, interactive platform, self-media platform and collaborative platform. And based on the viewpoint of social network (interaction) and creating value points (creating user experience together), the theoretical model of the formation of experience value of Internet platform is constructed. The results show that the level of interaction and experience value of one-way platform is the lowest; that of self-media platform is the highest; that of collaborative platform is the highest; the interaction and experience value of collaborative platform is the highest. The relationship between interaction and creating user experience has the greatest moderating effect; since the media platform for interaction and experience value, The relationship between interaction and creating user experience has the least regulating function. This conclusion can provide important reference and reference for enterprise development and researchers on Internet platform.
【作者单位】：上海财经大学国际工商管理学院;
【基金】：上海财经大学研究生创新基金项目(CXJJ-2016-345)
【分类号】：F49

【相似文献】