As one of the ways of online learning, pan-knowledge short video has become an important way for people to acquire knowledge. Taking bilibili as an example, by sorting out the relationship among customer perception experience, value co-creation intention and tolerance, the theoretical model of pan-knowledge short video user perception on co-creation intention is constructed, and its hypothesis is verified through empirical analysis. The results show that customer expectation, interaction, convenience and unique demand all positively affect customer experience. Customer experience positively affects users’ willingness to co-create value; And customer experience influences value co-creation intention through tolerance. Based on this, it is necessary to meet customers’ expected income, increase customer participation, improve user experience, and pay attention to customer tolerance, so as to realize the value co-creation between the platform and consumers.

随着数字经济快速发展,平台经济模式逐渐融入人们的社交与生活.消费者逐渐成为市场行为的中心.随着顾客角色中心化,顾客参与网络平台的价值共创行为备受平台企业与理论界的关注.首先,评述平台经济、价值共创的相关研究动态.基于此,确定在平台经济背景下研究顾客参与对价值共创行为的影响是可行和必要的.其次,对影响共创行为的顾客参与进一步研究,并发现平台声誉信任、平台品牌信任、顾客期望等影响因素通过不同路径对价值共创产生影响.最后,构建影响机理模型,并对研究进行总结和展望.