数字经济视域下的产消者：研究述评与展望

《外国经济与管理》 2022年44卷第3期 页码：36 - 52  online：2022年3月15日

数字经济视域下的产消者：研究述评与展望

A Review and Prospects of Prosumers in the Digital Economy

作者（中）：项典典1, 包莹2, 焦冠哲3

作者（英）：Xiang Diandian1, Bao Ying2, Jiao Guanzhe3

作者单位：1.中南财经政法大学 工商管理学院，湖北 武汉 430073 2.对外经济贸易大学 信息学院，北京 100029 3.对外经济贸易大学 国际商学院，北京 100029

摘要：产消者是指那些兼具生产功能的消费者，他们既通过参与生产服务活动来创造价值，又通过消费活动来享用价值。数字经济的发展为这类个体提供了丰厚的生存土壤。本文首先界定和厘清了数字经济背景下产消者概念的内涵及特征。其次，基于对403篇中英文文献的分析，本文全面地归纳了产消者相关研究的脉络，总结了三个关键的研究阶段，即对产消内涵的讨论、对生产与消费的边界的分析，以及对数字技术赋能的探讨。再次，基于相关代表性产消者服务的研究，全面总结了产消者事前服务准备、事中服务过程、事后服务结果的评价等服务环节的研究进展。最后，针对产消者服务准备的分析体系、服务过程中的交换机制、服务结果中的消费者响应等问题提出了三个重要的研究命题。概括而言，本研究率先将产消者和数字经济这两个相对割裂的领域紧密地联结起来，不仅在内涵和研究脉络方面为理解数字经济中的产消者提供了一个兼顾“点”和“面”的深刻认识，而且还引领了产消者服务相关理论和实证的进一步研究。由此，本文不仅在产消者和数字经济相关研究方面做出了承上启下的总结，还能为相关平台治理举措和产消者福祉政策的制定提供参考和借鉴。

关键词：数字经济; 产消者; 综述; 服务营销

Summary: Prosumers are those consumers featured with a production function. They not only create value through production activities, but also enjoy the value through consumption activities. The development of the digital economy significantly nurtures this group. However, against the backdrop of the digital economy, limited studies have been synthesized the conception, features, and relevant theme research of prosumers. Thus, this paper firstly defines and illuminates the terminology of prosumers through clarifying the different concepts of other service providers in the digital economy. It defines the digitalised prosumer as the individuals who provide and dominant peer-to-peer service through the digital platform. They utilize personal resource endowment to fulfill the consumption demands of themselves and other peers. Specifically, the relationship between prosumers and firms shows distinctiveness with conventional relationships between employees and firms, and offers great flexibility in their service activities. Further, prosumers input and dominate material and immaterial resources in their service provision process. Against the background of the digital economy, technology empowers prosumers with high autonomy and liquid roles, which could be switched from consumers to prosumers, and vice versa.Secondly, using exhaustive literature retrieve work and 403 English and Chinese papers, this paper maps the research streamline of prosumers, which includes three stages of research: the discussion of the concept of prosumption, the analysis of the boundaries between production and consumption, the exploration of the empowerment of digital technology. Moreover, to conclude the prosumer research in a service view, this paper summarizes previous research in a framework of service chain (i.e., service preparation, service process, and service outcomes evaluation). In these works, we provide longitudinal and theme maps for reviewing the prosumer research.Thirdly, using the theoretical foundations of Motivation, Opportunity, and Ability (MOA) model and the social exchange theory, this paper therefore proposes three propositions: service preparation analysis framework for prosumers which indicates prosumers have different “benefits-costs” trade-offs, and these tensions are connected with motivation, opportunity and ability aspects; exchange mechanisms in the service process which mean the exchange between prosumers and consumers featured with both economic and social exchange, and the heterogeneity of prosumers moderates how prosumers exchange with consumers; customer responses to prosumer service which include both transactional and relational responses, and the country factors might play the conditional roles in these effects.To conclude, this paper contributes to the existing research by building the connection between the two separate areas of digital economy and prosumers, clarifying the concept of prosumers, providing a systematic view of prosumer research streamline, and guiding future theoretical and empirical prosumer research. As such, it provides a critical review for prosumers in a digital economy world, and also offers valuable insights for platform governance practices and policy-making for prosumer well-being.

Key words: digital economy; prosumers; review; service marketing

DOI：10.16538/j.cnki.fem.20211028.102

收稿日期：2021-1-25

基金项目：中央高校基本科研业务费专项资金资助（2722021EK032）；国家自然科学基金（72032004）；国家社会科学基金（21AGL016）；科技部专项资金资助（2020IM020300）

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