网约车平台参与者价值共创行为分析

Analysis on Value Co-Creation Behavior of Online Car Hailing Platform Participants

摘要: 为探究网约车主体价值共创行为的影响因素及机制，研究价值共创成本、价值共创共同收益等内部因素如何影响网约车平台、司机、乘客的策略选择，本文构建了三方动态演化博弈模型，并对模型的演化路径及演化规律进行理论与数值仿真。研究表明在保证额外收益分配与行为成本分摊相匹配的基础上，进一步增加额外收益、减少参与成本，保证平台给予奖励大于乘客和司机分摊的行为成本，就能促进三方的博弈实现均衡状态。研究结论有助于为网约车平台价值共创系统提供建议以及改善平台价值共创的效果。

Abstract: In order to explore the influencing factors and mechanism of the value co-creation behavior of online car Hailing agents, and to study how the internal factors such as value co-creation cost, com-mon income and reward affect the strategic choice of online car Hailing platform, driver and pas-senger, this paper constructs a three-party dynamic evolutionary game model, and carries out the-oretical and numerical simulation on the evolution path and evolution law of the model. The re-search shows that on the basis of matching the distribution of additional income with the allocation of behavior costs, further increasing additional income, reducing participation costs, and ensuring that the reward given by the platform is greater than the behavior costs shared by passengers and drivers can promote the three-party game to achieve equilibrium. The research conclusion is help-ful to provide suggestions for the online car Hailing platform value co-creation system and improve the effect of platform value co-creation.