Abstract
In recent years, the fresh food e-commerce platforms have been developing rapidly with facing increasingly fierce market competition. From the perspective of value co-creation, the core competitive advantage of enterprises in the future lies in creating unique values with customers. Starting from the perspective of innovation, this study explores the relationship fresh food e-commerce consumption experience and customer fit, so as to provide decision-making reference for the management of the platforms.
Highlights
In the context of the Internet, the change in the value co-creation logic has a dramatic effect on the business model, leading customer co-creation of value has become the key to business model innovation
Value co-creation is of great significance to promote the improvement of customer fit
Value co-creation conducts the impact of consumer experience on customer fit
Summary
In the context of the Internet, the change in the value co-creation logic has a dramatic effect on the business model, leading customer co-creation of value has become the key to business model innovation. Value lies in the value of the product or service itself, and originates from the high quality fit of customers' consumption experience. Fresh food e-commerce has the characteristics of large market size, high consumption frequency and rigid demand. The fresh food e-commerce industry in China has developed rapidly, but due to the change in the value co-creation logic and the lack of consumer experience, it went through a two-year reshuffle period in 2016. Under the logic of value co-innovation, the issues, how to make the consumer experience of consumers achieve a high-quality fit and where to find an industry guidance method to adapt to the new situation, are urgent for these companies to be solved. This research selects the fresh food e-commerce market and explores the relationship between consumer experience and customer fit from the perspective of value co-creation, so as to provide decision support for fresh food e-commerce companies to better manage and use experience perception, so as to promote customers fit together to achieve value co-creation and two-way win-win eventually
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