The Impact of Consumer Co-creation Value and Platform Service Quality on Customer Loyalty in the Context of the Sharing Economy——The Mediating Role of Self-determination Sense

With the rapid development of information technology and the rise of the Internet+ era, the sharing economy has fundamentally changed people's lives and consumption patterns, and has also reshaped the process of value co-creation between enterprises and customers. In the sharing economy, enterprises no longer play the dominant role; instead, they have evolved into platforms that provide support and services for users. In this economy, users not only determine the profitability and reputation of enterprises but also create substantial value through the exchange of usage rights to idle resources and interactions both online and offline. Therefore, studying the value co-creation behavior of bilateral users on sharing service platforms is of significant necessity for enterprise development. This research aims to explore the impact mechanism of bilateral user value co-creation on customer value in sharing service platforms. Through the analysis and summarization of literature, a theoretical model of bilateral user value co-creation and customer value in the context of the sharing economy has been established. The research subjects include users of the homestay/inn platform on Ctrip, as well as users of other types of sharing platforms, such as Lazy Housekeeping, LoveChef, Didi and Airbnb. In the empirical part, questionnaires were designed and sample data was collected through the Questionnaire Star platform. SPSS 25 and AMOS 23 data analysis software were used to perform reliability and validity analysis and correlation analysis of the scales. Multivariate regression analysis was employed to investigate the impact of bilateral user value co-creation on various aspects of customer value. Additionally, the Bootstrap method was used to test the mediating roles of relevant factors. Through the above research methods, we will be able to have an in-depth understanding of the impact mechanism of two-sided user value co-creation on customer value of the shared service platform and obtain more comprehensive and concrete research findings. I believe that the findings of this study will have important implications for the theory and practice in the domain of sharing economy. Key words: sharing economy, sharing service platform, two-sided users, value co-creation, customer value