基于演化博弈的顾客知识共享决策行为研究

   在价值共创时代，如何实现数字化转型和创新发展成了企业面临的现实问题和发展的必然趋势，与此同时，知识管理水平和知识创新能力进而成了制约企业创新发展的关键因素，顾客已经成为企业在激烈的市场竞争环境下获取优势的重要资源，基于顾企互动和知识共享的价值创造模式将成为企业商业模式创新的重要趋势，顾客知识的共享对加速企业知识创新进程起着重要的推动作用。基于此，文章从顾企互动的视角对顾客知识共享的决策行为进行了分析，并通过演化博弈模型的构建和仿真分析探究了知识共享成本、知识共享收益、知识储备量和收益分配系数等因素对顾客知识共享决策行为的内部影响机制，通过仿真分析得出结论：（1）当知识共享成本提升时，只有当顾客和企业的参与意愿较高时才会促使知识共享行为的发生，且延缓了知识共享产生的进程；（2）当知识共享收益增加时，能够增强顾客参与知识共享的意愿并且能够加速知识共享进程；（3）当顾客和企业的知识储备量存在差异时，这种差异会一定程度上延缓和抑制知识共享进程，相比之下，当顾客所掌握的知识的储备量大于企业的知识储备量时将更不利于知识共享行为的发生；（4）当企业参与知识共享的初始概率较低时，可以采用为企业制定较高的收益分配系数的方式来促进知识共享行为的产生，但是在确保知识共享行为发生的前提下，为企业分配较多的知识共享收益会延缓知识共享行为产生的速度，此时，加速知识共享行为产生的有效策略是为顾客分配较多的共享收益。

The research on customer knowledge sharing decision behavior based on evolutionary game

    In the era of value co-creation, the identity of customers has changed because the implementation of all value creation activities will be centered on the actual needs of users. And customers have become value leaders or co-creators, rather than value receivers and production resources of the enterprise in the traditional sense. Some research has found that customer participation can improve customer satisfaction and loyalty, and enhance customer recognition of the enterprise. Customers can not only provide ideas for creating new products, but also participate in the creation of new products, testing of finished products and providing continuous improvement when they participate in the enterprise′s product innovation.      As a complex decision-making behavior, knowledge sharing behavior is affected by many factors. Although scholars at home and abroad have studied the decision-making behavior of knowledge sharing from different perspectives, most of the research on knowledge sharing behavior focuses on supply chain knowledge sharing, virtual community knowledge sharing and organizational internal knowledge sharing, and there are few research results on customer knowledge sharing behavior. The customer knowledge sharing process is a dynamic process and the decision-making behavior of customer knowledge sharing is not generated once, but is generated in repeated games. Therefore, this article intends to study the decision-making behavior of customers participating in knowledge sharing from the perspective of customer-enterprise interaction and the evolutionary game model is used to establish a decision-making model for customer knowledge sharing on this basis. And the influence mechanism of factors such as knowledge sharing cost, knowledge reserve, sharing revenue and revenue distribution coefficient on the decision-making behavior of customer knowledge sharing is explored.      Through simulation analysis, it is concluded that: (1) when the sharing cost increases, knowledge sharing behavior can only occur if customers and companies have a high willingness to participate in knowledge sharing, which means that the increase in the cost of knowledge sharing is equivalent to increasing the difficulty of customer to participate in knowledge sharing to a certain extent and knowledge sharing behavior will occur only when the willingness of customers and enterprises to participate is high; (2) when the benefit of knowledge sharing increases, it can increase the willingness of customers to participate in knowledge sharing and the process of knowledge sharing is accelerated; (3) when there is a difference in the amount of knowledge reserve between the enterprise and the customer the knowledge sharing process will be delayed, and when the enterprise′s knowledge reserve is greater than the customer′s knowledge reserve, it will be more conducive to the occurrence of knowledge sharing behavior; (4) when the initial probability of enterprises participating in knowledge sharing is low, the occurrence of knowledge sharing behavior can be promoted by formulating a higher profit distribution coefficient for the enterprise, but allocating more shared benefits to customers will be more able to accelerate the process of knowledge sharing when the knowledge sharing behavior occurs.     In order to ensure the continuous occurrence of customer knowledge sharing behavior, firstly, enterprises should build a platform for real-time interaction and knowledge sharing for customers, and reduce the difficulty of customer participation in knowledge sharing by simplifying the participation process, which can reduce the cost of knowledge sharing of customers to a certain extent. Secondly, the enterprises should make full use of the knowledge shared by customers and on this basis to achieve knowledge innovation and maximize the benefits of knowledge sharing. Thirdly, the enterprise should formulate a scientific income distribution strategy based on many factors such as the composition of shared knowledge, the amount of knowledge reserves, the level of effort, the degree of contribution and the degree of risk aversion, ensuring the fairness and rationality of income distribution strategy.     As an important participant in knowledge sharing, customers should also actively share knowledge with the enterprises. Firstly, customers should be aware of their important role in the process of corporate innovation and actively participate in the knowledge sharing of enterprises. Secondly, as customers, we should have a sense of sharing and cooperation because the company′s product innovation, service innovation and management innovation are inseparable from the customer′s participation. Thirdly, customers should pay attention to the improvement of their knowledge sharing ability. Because the enhancement of knowledge sharing ability can enhance customers′ ability to express and absorb knowledge, thereby improving the effective utilization of knowledge and increasing the profit generated by knowledge sharing. Fourthly, customers should reasonably choose a way to share knowledge. Because different ways of participation will result in different participation costs and customers should choose a relatively low-sharing way to participate in knowledge sharing according to their actual situation, reducing the participation cost of customers.