基于消费者采纳视角的“互联网+”创业企业商业模式设计研究

Pushed by the “Internet+” age, new-technology-enabled business models are multifunctional, heterogeneous, contingent and dynamic, good business model design is the key to successfully develop “Internet+” entrepreneurial opportunities for entrepreneurial enterprises in such turbulent times. Despite that many scholars agree that business model design and consumer adoption play an important role in success entrepreneurship, whereas few scholars explore the design problem of “Internet+” entrepreneurial enterprise business model design. This project builds a conceptual system for “Internet+” entrepreneurial enterprise business model in the context of our nation strategy of “Internet+”, explores regular characteristics of business model design for this kind of enterprises, and studies the relationship of business model design and performance，and unmasks the critical role of consumer adoption in this relationship. The theoretical value of this project can: 1) depict the internal mechanism of consumer adoption of business models from the consumer perspective, 2) strengthen the theoretical basement of business model design, find new laws of "Internet+" entrepreneurial enterprise business model design, 3) accelerate the development and hybridization of technology acceptance theory and model design. In the era of practice, this project can make designing policy for “Internet+” entrepreneurial enterprise business model, in order to succeed in developing “Internet+” opportunities.

“互联网+”时代浪潮下，新技术使能的商业模式具有多元性、异质性、权变性和动态性，在此“乱局”之下，设计好商业模式是创业企业成功开发“互联网+”创业机会的关键。尽管学者们普遍认同商业模式设计和消费者在成功创业中所起的作用，然而鲜有学者从消费者采纳的视角研究“互联网+”创业企业商业模式的设计问题。本项目以我国“互联网+”的国家战略为背景，构建“互联网+”创业企业商业模式的概念体系，探索这一类企业商业模式设计的规律性特征，研究商业模式设计和绩效的关系，并揭示消费者采纳在上述关系中的关键性作用。项目的理论意义在于：1）从消费者的角度揭示消费者采纳商业模式的内化机理；2）夯实商业模式设计的理论基础，发现“互联网+”创业企业商业模式设计的新规律；3）推动技术接受理论和模式设计的发展与融合。实践方面，本项目为“互联网+”创业企业商业模式制定指导性的设计政策，以实现“互联网+”机会的成功开发。

“互联网+”时代浪潮下，新技术赋能的商业模式具有多元性、异质性、权变性和动态性，在此“乱局”之下，设计好商业模式是创业企业成功开发“互联网+”创业机会的关键。尽管学者们普遍认同商业模式设计和消费者在成功创业中所起的作用，然而鲜有学者从消费者的视角研究“互联网+”创业企业商业模式的设计问题。本项目以我国“互联网+”的国家战略为背景，探索了“互联网+”创业企业商业模式设计的规律，研究了商业模式设计和绩效的关系，并揭示出消费者在上述关系中的关键性作用。项目的理论意义在于：1）从消费者的角度揭示“互联网+”商业模式下价值创造的机理；2）发现“互联网+”创业企业商业模式设计的新办法。实践方面，本项目为“互联网+”创业企业商业模式制定了指导性的设计政策，实现了“互联网+”机会的成功开发。