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| Research on the Pricing Strategy of Sharing Economy Platform Considering User Participation in Value Creation |
| ZHANG Xiaojing，ZHANG Yulin |
| Southeast University, Nanjing, China |
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Abstract This study constructs a game model to explore the value creation and pricing strategies of a unilateral sharing platform considering the spillover effect of value creation. The results show that it is profitable to adopt value co-creation strategies when intragroup network externality is below a certain threshold and the cost of value creation is low but the benefits are high. On the other hand, when the cost of value creation is high and the benefits are higher than a certain threshold, user-independent value creation is more beneficial for the platform. Otherwise, the strategy without value creation is better. Furthermore, for a medium intragroup network externality, the strategy without value creation is more profitable only if the cost of value creation is high but the revenue is low. Otherwise, the sharing platform should adopt the strategy of user-independent value creation. In addition, when the intragroup network externality is high, the sharing platform should always adopt the strategy without value creation.
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Received: 30 May 2022
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