【作者】 刘建伟；

【导师】 叶强；

【作者基本信息】 哈尔滨工业大学 ， 管理科学与工程， 2019， 博士

【摘要】 零工经济,又被称为Gig经济,其应用伴随着互联网的发展迅速地渗透到了人们的生活中。基于计算机技术,Gig经济平台将资源的供给方与需求方进行连接,以较低的交易成本,促进资源在供给与需求方之间进行再分配。典型的Gig经济应用平台包括在线住宿资源共享平台小猪短租和Airbnb等,在线医疗资源共享平台好大夫在线和春雨医生等。这些应用平台吸引了大量的用户,革新和补充了原有的资源分配方式,对人们日常生活和企业运营产生了巨大影响。作为一种新兴的商业模式,Gig经济当然也存在着诸多问题,如合法性问题,给社会带来的一些负面影响问题等。因此,关于Gig经济的出现,学术界和企业界仍然存在着一些争议。本文将从Gig经济的内部竞争机制和外部效应两个角度对一些关键问题进行解答。首先,本文基于在线医疗资源共享平台的大规模数据,对Gig经济内部竞争中所面临的信息不对称问题进行探索,研究资源供给方的价格和提供无偿服务两种主动信号的作用机制。对于前者,我们发现卖方的定价作为一种信息不完备条件下的质量信号会积极影响其最终的收益,而且还间接地通过影响用户的感知质量来起作用。对于后者,我们发现卖方提供无偿服务具有正向的信号作用,尤其是对于那些专业技术职称较低,平台使用经验较少和定价较高的卖方。这表明,提供无偿服务可以帮助卖方建立在线声誉,突出自身服务质量,并弥补一些卖方在线下具有的缺陷。随后,本文进一步基于中国和美国的两个在线家庭住宿共享平台:小猪短租和Airbnb的数据,对Gig经济对本地市场的外部效应进行了研究,包括对当地旅游景点的受欢迎程度和游客体验的影响,和对当地就业率的影响及其异质性。对于前者,本文发现在线家庭住宿共享的进入会通过其住宿供给能力的扩张效应提升当地旅游景点的受欢迎程度。同时,也会通过其本地化的房东交互式服务提升当地景点游客的体验。另外,也发现了酒店住宿供给对这种促进作用的稀释。对于后者,对当地就业的影响方面,本研究发现在线家庭住宿共享的进入会促进当地人口的就业,尤其对那些家庭收入较低,受教育程度较低,以及男性人口较多的地区来说,这种作用会更加强烈。本文以两种典型的零工经济应用模式为例,基于大规模实证数据和双重差分法等计量经济学方法,研究了零工经济内部面对信息不对称时,卖方通过定价策略和提供无偿服务来发送质量信号,彼此竞争的问题;外部对当地旅游景点的受欢迎程度和游客体验,以及对当地人口的就业状况的影响机制问题。两个角度的研究丰富了现有关于Gig经济发展的相关文献,包括考虑到Gig经济内部的信息不对称问题,即市场的不完备性;定价和无偿服务模式的信号作用机制;通过供给能力扩张和替代效应来影响本地旅游市场;通过商业促进效应来影响本地人口就业这四个方面。研究成果对于政策制定者和相关从业人员同样具有重要的意义。Gig经济的经营人员可以通过我们的研究发现,加深对内部运行机理的理解,合理利用自身的优势,最大化收益。对于当地市场规划人员,可以基于我们的研究成果发现Gig经济对于本地市场积极的促进作用,可以考虑与当地的Gig经济管理者合作,通过一定的政策扶持帮助其发展,进而使得本地市场从其发展中受益。更多还原

【Abstract】 With the development of Internet,people are getting involved more and more in the Gig economy.Based on computer technology,the Gig economic platform connects the supply side of the resource with the demand side and promotes the redistribution of resources between them at a lower transaction cost.Typical Gig economic application platforms include online accommodation resource sharing platform,like Xiaozhu and Airbnb;online medical resource sharing platforms,such as Good Doctor Online and Chun Yu Doctor.These application platforms have attracted a large number of users,innovating and supplementing the original methods of resource allocation,which have a tremendous impact on people’s daily life and business operations.As an emerging business model,the Gig economy certainly has many problems,such as legality issues and some negative impacts on society.Therefore,there are still some controversies in the academic and industry regarding the emergence of the Gig economy.This article will answer some key questions from the internal and external lens of the Gig economy.Firstly,based on the large-scale data of the online medical resource sharing platform,we explored the signalling effects of the pricing and offering free service of the resource supplier facing the information asymmetry problem in the Gig economy.For the former(pricing mechanism),we find that the seller’s pricing strategy as a quality signal will positively affect their final benefit under the condition of incomplete information.Futhermore,the perceived quality of the users has a mediating effect on this relationship.For the latter(offering free service),we found a positive signal effect of providing free services on their final income,especially for those sellers with lower professional titles,less experience in the platform and higher pricing.This implies that offering free services can help sellers build online reputation,highlight their service quality,and make up for some offline defects.Subsequently,we collected data from two online leading home accommodation sharing platforms in China and the United States: Xiaozhu and Airbnb,to study the external impact of the Gig economy,including the impact on the popularity and the visitor experience of local tourist attractions,and the impact on local employment and its heterogeneity.For the former(local tourist attractions),this paper finds that the entry of home sharing will increase the popularity of local tourist attractions through the capacity expansion effect of its accommodation supply.Meanwhile,it will enhance the experience of local tourists through its localized hosts’ interactive service.In addition,the hotel has a dilution effect on this promotion.For the latter(local employment),we found that the entry of online family accommodation sharing will promote the employment rate of the local population,especially for those with lower education,lower household income and male population.Using dataset of two typical Gig economic applications with econometric method,we identified how sellers send signals by the pricing strategy and offering free services to compete in the Gig economy facing internal information asymmetry;and the spillover effects on local tourist attractions and local employment.This paper enrichs the existing literature on Gig economic development,through four aspects: considering the information asymmetry within the Gig economy,ie market incompleteness;the signalling mechanism of pricing and offering free services;capacity expansion and substitution effects on local tourist attractions;business expansion effect on local market.Moreover,this study contributes to policy makers and relevant practitioners.Business operators can have a better understanding on their operating mechanism and make rational use of their own advantages to maximize revenue.For local market planners,they can encourage and co-work with local Gig economic managers through some policy support,because the local market will benefit from it,based on our results which indicats that Gig economy is actively promoting the local market.更多还原