Influencing Factors and Mechanism of Value Co-destruction of Shared Accommodation Platforms Based on Script Theory:A Mixed Method Study
In the rapidly evolving realms of digital and platform economies,the shared accommodation sector is increasingly encountering a complex phenomenon:value co-destruction.This study delves into this lesser-explored aspect of the sharing economy,juxtaposing it with the widely discussed concept of value co-creation.Utilizing a mixed-method approach grounded in script theory,the research zeroes in on shared accommodation platforms to unravel the factors and mechanisms influencing value co-destruction,with a specific focus on the perspective of platform guests.The investigation commences with an exploratory case study,which unveils a primary source of value co-destruction in shared accommodation platforms:service script inconsistencies among platforms,hosts,and guests.Such inconsistencies result in a misalignment of expectations and experiences among stakeholders,thereby creating a conducive environment for value co-destruction.The study systematically identifies and categorizes the antecedents of value co-destruction into eight pivotal factors across three dimensions:platform mechanisms,host capabilities,and guest behaviors.These encompass elements like platform structuring,localization efforts,hosts'service capabilities,information asymmetry,and the varied expectations,attitudes,and norms of guests.Advancing from the exploratory phase,the research introduces a comprehensive scale to measure value co-destruction in shared accommodation platforms.This tool,comprising 18 items spread across four constructs,is designed from the perspective of platform guests.It serves as a nuanced instrument for quantifying the subtleties of value co-destruction,shedding light on the specific elements that contribute to this phenomenon.The study's findings reveal the significant and positive impact of service script inconsistency on the perception of value co-destruction,which,in turn,substantially shapes co-destructive behaviors among platform users.A key finding is the role of service goal prevention as a critical mediating factor between service script inconsistency and value co-destructive behaviors.This highlights the complex interplay of interactions within shared accommodation platforms,where misaligned service scripts can trigger a chain of events leading to value co-destruction.Extending beyond theoretical discussion,this study offers practical insights for the governance and strategic development of digital platforms in China's burgeoning digital economy.Understanding the dynamics of value co-destruction equips platform operators and policymakers with the tools to formulate effective strategies to tackle and mitigate these challenges.This proactive stance is vital for fostering an environment conducive to sustainable and high-quality growth within the sector.In summary,this research not only deepens the theoretical comprehension of value co-destruction in shared accommodation platforms but also presents actionable insights for industry stakeholders striving to enhance service quality and customer satisfaction in the dynamic setting of the sharing economy.It underscores the necessity of holistic operational and strategic frameworks to meet the diverse needs and expectations of users.Furthermore,this study lays the groundwork for future investigations into the multifaceted nature of value co-destruction in other digital platforms and the broader sharing economy,contributing to its long-term viability and success.
NETL
NSTL
万方数据
