Research On The Influencing Factors Of User’s Value Co-creation Behavior In Knowledge And Skills Platform From The Perspective Of User Identity

Under the sharing economy model,the way of value co-creation has changed significantly.Users begin to participate in the process of enterprise value creation more actively,and gradually become the core power of value creation.In the application field of sharing economy,the field of knowledge and skills develops rapidly.Knowledge and skills platform have emerged in large numbers and gradually occupied the market.Despite the rapid development of these platforms,problems still exist,such as low participation enthusiasm and poor user experience.Therefore,it is of great significance to study the influencing factors of user value co-creation behavior of knowledge-skilled platform to optimize platform services and improve the enthusiasm of users to participate.User identity is an important factor to promote user’s value co-creation behavior,at present,few researches have been conducted on the factors influencing user value co-creation behavior from the perspective of user identity.Therefore,this paper,based on the cognition-emotion-behavior framework,takes user identity as the intermediary variable,and studies the influencing factors of user value co-creation behavior from platform factors and individual factors.In this paper,relevant literatures were firstly sorted out,in which further research direction was clarified,and according to the research results,the influencing factor model of user value co-creation behavior on knowledge-skill platform was constructed.On this basis,specific research hypotheses were put forward.Then collect the data by questionnaire.Next,the conclusion is drawn through descriptive statistics,reliability and validity analysis,common method deviation test and hypothesis test.Finally,according to the conclusion of the research,the paper puts forward the corresponding management enlightenment for the development of knowledge-skill platform.Through data analysis,the following conclusions can be drawn:(1)In knowledge-skill platforms,both individual factors and platform factors will affect user value co-creation behavior.Perceived trust,perceived equality,platform interface quality,platform system mechanism and platform reputation have significant positive effects on user value co-creation behavior.(2)Platform factors and individual factors can affect user identity,among which,perceived trust,perceived equality,platforminterface quality and platform reputation have significant positive effects on user identity,but platform institutional mechanism has no significant positive effects on user identity.(3)User identity has a significant positive effect on user value co-creation behavior.In addition,user identity can partially mediate the positive effects of perceived trust,perceived equality,platform interface quality and platform reputation on user value co-creation behavior.The research results provide a new perspective for the research of knowledge-skill platform,enrich the theory of value co-creation,and expand the application scenarios of identity theory.The research also has guiding significance for the management practice of knowledge-skill platform,and provides suggestions for the platform to promote user value co-creation behavior.