柔性价值网情景下供应链企业浅层互动对价值共创意愿的影响机制研究

田红云 余毅 王炜杰

摘  要：服务主导经济下，价值共创为供应链企业间价值创造提供新思路新方法，那么如何激发供应链企业的价值共创意愿从而促进价值共创行为至关重要。文章从企业视角出发，探究供应链企业间浅层互动对供应链企业价值共创意愿的作用机理。实证分析表明：供应链企业间浅层互动对价值主张契合和价值共创意愿具有直接影响;价值主张契合在浅层互动与价值共创意愿的关系中起中介作用;价值主张契合正向调节了供应链企业间浅层互动对供应链企业价值共创意愿的影响。在浅层互动的过程中，供应链企业需努力实现价值主张契合，不断地提升供应链企业融入价值链的水平，以此激发供应链企业的价值共创意愿，促进供应链企业间浅层互动向深度价值共创转变。

关键词：供应链企业间浅层互动;价值主张契合;价值共创;价值共创意愿

中图分类号：F273.7    文献标识码：A

Abstract： Under the service-dominant economy， value co-creation provides new ideas and methods for enterprise value creation. So how to stimulate corporate value co-creation so as to promote value co-creation behavior is very important. From the perspective of enterprises， this paper explores the mechanism of shallow interaction between enterprises on the willingness of value co-creation. The empirical results indicate： the shallow interaction between enterprises has direct impact on the matching of two value propositions and the willingness to create value together. The fitness of two value propositions plays as mediator in the relationship between the shallow interaction and the willingness of value co-creation. The fitness of value proposition positively regulates the relationship between the shallow interaction and the willingness of value co-creation. In the process of shallow interaction， enterprises must try their best to keep their value proposition matching with the counterpart， constantly improve the degree of integrating into the value chain， so as to stimulate the willingness of value co-creation of enterprises， and promote the shallow interaction between enterprises changing into deep value creation.

Key words： shallow interaction of supply chain; value proposition matching; value co-creation; willingness of value co-creation

國际贸易中单边主义、贸易保护主义不断抬头，叠加新冠肺炎疫情的持续蔓延，使得各个国际组织均对当前的经济形势预期较为悲观，全球供应链受到较大冲击。这就使得企业不得不重新检视以契约为基础的单一维度的供应链关系，并试图通过建立与供应链主体更深更多维的关联机制来强化供应链安全及提升竞争力。而网络化环境的不断发展契合了企业的这种需求，推动企业供应链由链状向网状发展，由此带来的基于柔性价值网的供应链多主体价值创造机制受到企业界与学术界的广泛关注。……