While sharing economy platforms have become increasingly popular, many platforms do not create all the value that is possible because consumers face challenges while cocreating their experiences. The authors situate the origin of these challenges in the hybrid cocreation logics of the sharing economy, which combine competing communal- and transactional logics. Using a qualitative study of Couchsurfing, a platform for sharing free accommodation, findings indicate that consumers engage in orchestration work to overcome cocreation roadblocks and extract greater benefits from sharing economy platforms. This orchestration work consists of many actions reflected in four overarching mechanisms: consumer-to-consumer alignment, rewiring relations, trust investment, and network experimentation. The authors connect these mechanisms to known sources of value for firms (i.e., complementarities, efficiency, lock-in, and novelty) to make recommendations for how platform firms can foster consumer orchestration work and unlock the full value of consumer cocreation in the sharing economy.

虽然共享经济平台越来越受欢迎，但许多平台并没有创造出所有可能的价值，因为消费者在共同创造体验时面临挑战。作者将这些挑战的起源置于共享经济的混合共创逻辑中，这些逻辑结合了相互竞争的公共逻辑和交易逻辑。通过对共享免费住宿平台 Couchsurfing 的定性研究，发现表明消费者参与协调工作以克服共创障碍并从共享经济平台中获取更大利益。这种编排工作包括反映在四个总体机制中的许多行动：消费者对消费者的对齐、重新布线、信任投资和网络实验。