Value Co-creation Perspective Research Articles

Research on the Mechanism of the Green Innovation of Enterprises Empowered by Digital Technology from the Perspective of Value Co-Creation

To help enterprises utilize digital technologies to increase their green innovation awareness and behavior and further clarify the “black box” of this process, this study first develops a theoretical framework to explain the mechanism of the functional attributes of digital technology, stakeholder value co-creation, and enterprise green innovation. Data are subsequently gathered from 342 manufacturing enterprises, and the meditation and moderation hypotheses are empirically analyzed using hierarchical regression and the bootstrapping method. A robustness test is conducted via data grouping. The findings indicate that digital technology openness and affordance have a positive effect on green product innovation and process innovation through value co-creation between businesses and stakeholders. Additionally, digital technology self-growth positively moderates the indirect effect of digital technology affordance on the green innovation of enterprises through value co-creation.

Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform

Encouraging online consumers to participate in the value enhancement process of products and stimulating users to engage in spontaneous and voluntary behaviors, the so-called Customer Citizenship Behaviors (CCBs), can significantly contribute to enhancing the competitiveness of online communities. Nowadays, there has been no systematic discussion on enhancing product value through value co-creation. Based on the Social Exchange Theory (SET), and take the current new type of online community, the social live-streaming community, as the research object, this study investigates how Para-social Interaction (PSI) between users and streamers affects users' perceived benefits, whether perceived benefits are related to users' community commitment and the relationship between community commitment and CCB from the perspective of value co-creation. Three hundred and forty-seven valid samples from China were obtained using TikTok and subsequently analyzed via Partial least squares structural equation modeling (PLS-SEM). The analysis results show that PSI positively influences users' perceived benefits, and among the perceived benefits, hedonic and self-esteem benefits can positively influence users' community commitment. When users' community commitment to live-streamers exists, it can effectively incentivize users to develop CCB. Theoretically, research findings enrich the study of online community value co-creation, para-social interaction, and citizenship behavior and provide recommendations for operating social live-streaming platforms.

Value co-creation in tourism live shopping

Live streaming has been increasingly integrated into e-commerce platforms to sell tourism offerings, yet its value-adding mechanism for enhancing customer shopping experiences remains underexplored. From a value co-creation perspective, this study investigates how customers can co-create value by leveraging the interactive potential in tourism live shopping, and how such customer co-creation behavior can be fostered through the attributes and actions of tourism live streamers, drawing on source credibility and social presence theories. The empirical findings indicate that the credibility traits of tourism live streamers, characterized by trustworthiness, expertise, and attractiveness, are instrumental in fostering customer co-creation behaviors, which can in turn elevate customer perceived value of their tourism live shopping experiences. Additionally, the study reveals that the level of social presence during tourism live shopping sessions may positively moderate the influence of streamer credibility traits on customer co-creation behaviors.

Dynamic elicitation and forecasting innovation requirement of smart product-service system via user-manufacturer value co-creation perspective using multi-source data

Achieving greater efficiency and lower resource consumption is a constant pursuit for successfully developing smart product-service system (PSS). Conducting dynamic requirements analysis is increasingly important in the process while the value co-creation of smart PSS stakeholders has not been sufficiently considered. This study adopts a user-manufacturer value co-creation perspective to explore smart PSS dynamic requirement elicitation and forecasting. Using multi-source data of user online reviews, historical descriptive texts and patent abstracts, this study dynamically elicits the smart PSS innovation requirements using dynamic topic model (DTM) and bidirectional encoder representation from transformers (BERT). Furthermore, the key innovation requirements of smart PSS are identified by integrating their importance and satisfaction values into a dynamic importance-performance analysis (DIPA). Then, the trend of smart PSS key innovation requirements is predicted by the grey forecasting model to determine the smart PSS improvement direction. An empirical study of smartwatch service system is conducted to validate the proposed approach. By blending both user and manufacturer requirements, this study provides a novel framework for dynamic requirement elicitation and forecasting of smart PSS based on multi-source data. It contributes to facilitating the value co-creation during smart PSS development to optimize manufacturer’s R&D resource allocation and enhance user experience.

Benefit distribution and stability analysis of enterprise digital servitization ecosystems from the perspective of value cocreation

PurposeA digital servitization ecosystem (DSE) is a cooperation model based on the concept of value cocreation. However, capability asymmetry among enterprises can lead to unfair benefit distribution and hinder value cocreation and digital service transformation. This paper aims to investigate the impact of the varying capabilities of enterprises (manufacturers, service providers and digital technology providers) on revenue distribution when these enterprises collaborate on digital servitization transformation. This analysis is performed from an ecosystem perspective to facilitate the stable development of DSEs.Design/methodology/approachThe rise of DSEs has engendered extensive literature, and the distribution of benefits within DSEs is in dire need of new mechanisms to adapt to the new competitive environment. The importance of investment contribution, digital servitization level, digitalization level, risk-taking ability, digital servitization effort level and brand awareness is determined by combining the expert scoring method and the entropy value method to determine different weights for manufacturers, service providers and digital technology providers. The Shapley value is used to design the benefit distribution mechanism for stable cooperation among DSE enterprises, thus providing a more scientific basis for the development of cooperative relationships.FindingsDigital servitization is a collaborative process that involves multienterprise activities, and it is significantly affected by digital servitization level and digitalization level. Moreover, constructing the modified Shapley value benefit distribution mechanism according to the relevant capabilities of digital servitization can promote the stable development of DSEs and value cocreation among members.Originality/valueThe main contributions of this study are as follows: First, it summarizes the stability-influencing factors of DSEs on the basis of empirical and literature research on the demand for enterprise digital servitization capabilities and transformation difficulties, delves deeper into the capability composition and cooperative relationship of DSE members and combines the expert scoring method and the entropy value method to determine the weighting to design the benefit distribution mechanism. Second, it reflects system stability and development by studying the revenue distribution of DSE members, thereby expanding the ecosystem construction and business model transformation of digital servitization in the existing research.

Cluster social capital’s influence on regional public brands in specialty agriculture: a value co-creation perspective

PurposeThis study aims to explore the collaborative value creation process in the context of regional public brands within the specialty agricultural products domain. It examines the role of cluster social capital in facilitating stakeholder interactions and cooperation, thereby enhancing the value of these brands.Design/methodology/approachThe study adopts a value co-creation theoretical framework to construct a relational model that links cluster social capital, brand interaction, stakeholder perceived value, and the value of regional public brands. An empirical analysis is conducted using a sample of 404 valid responses to test this model and assess the influence of cluster social capital on brand value co-creation.FindingsThe findings reveal that cluster social capital significantly impacts stakeholder participation in value co-creation activities, thereby playing a crucial role in enhancing the value of regional public brands. The study also finds that brand interactions significantly affect stakeholder perceived value and the overall brand value, with perceived value acting as a partial mediator in these relationships.Originality/valueThis research contributes to the understanding of value co-creation in regional public brands, particularly in the agricultural sector. It provides new insights into how cluster social capital influences the value creation process, offering valuable implications for policymakers and practitioners working to develop and promote regional public brands in the specialty agricultural products market.

Driving Mechanism of Customer Participation in Service-Oriented Enterprises: A Perspective of Value Co-Creation

Based on service-dominant logic and service quality theory, this study explores the influence mechanism of customer participation on value co-creation of service-oriented enterprises. Employing a quantitative approach, the study utilized a questionnaire survey administered to 400 participants, examining the mediating and moderating effects of platform service quality and digital technology. The research results indicate that all three dimensions of customer participation have a significant positive impact on the value co-creation of service-oriented enterprises. Customer participation can also have a significant positive impact on the value co-creation of service-oriented enterprises through the mediating variable of platform service quality. Digital technology plays a significant positive moderating role between customer participation and platform service quality, as well as between platform service quality and value co-creation of service-oriented enterprises.

Evolutionary game analysis of collaborative application of BIM platform from the perspective of value co-creation

PurposeThe purpose of this paper is to explore the support for multi-party collaboration in project construction provided by building information modeling (BIM). Based on the perspective of value co-creation, the research results can provide support for the collaborative application and contract design of BIM platform.Design/methodology/approachIn this paper, an evolutionary game model involving the owner, designer and constructor is constructed by using prospect theory and evolutionary game theory. Through simulation analysis, the evolution law of the strategy choice of each party in the collaborative application of BIM platform is discussed and the key factors affecting the strategy choice of all parties are analyzed.FindingsThe results show that there is an ideal local equilibrium point with progressive stability in the evolutionary game between the three parties: “the construction party shares information, the designer receives the information and optimizes the project and the owner does not provide incentives”; in addition, the opportunistic behaviors of the design and construction parties, as well as the probability of such behaviors being detected and the subsequent punishment have a significant impact on the evolutionary outcome.Originality/valueThis method can provide support for the collaborative application and contract design of BIM platform.

Research on mining high performance path rules for new energy enterprises from the perspective of social responsibility—Empirical data from China

The high-quality development of new energy enterprises is of great significance to promote carbon peak and carbon neutrality and cope with the global warming crisis. However, with the increasing intensity of market competition and the appropriate weakening of the expected future subsidies, how to improve their performance through the fulfillment of the social responsibility of stakeholders has become a key scientific problem to be solved. Given the features of the new energy industry, including substantial initial investment, formidable technical barriers, and a pronounced reliance on policy support, this paper takes 182 new energy concept enterprises listed in China's A-shares in 2011–2020 as the research object. Employing qualitative comparative analysis, we extract four key rules for achieving high performance in new energy enterprises from the perspective of value co-creation of core stakeholders, including capital stakeholders (shareholders and creditors), technical stakeholders (employees), policy stakeholders (government and society), and upstream and downstream stakeholders (suppliers and customers). Then, we explore the performance improvement rules of typical cases. Our findings reveal that within the realm of new energy enterprises, capital-intensive enterprises with cost leadership and tax incentives, energy-manufacturing enterprises with suppliers dependence and saving environmental input, technology-innovation enterprises with cost leadership and talents dependence, and comprehensive-mature enterprises with suppliers dependence and tax incentives are more likely to achieve high performance. The findings can better guide management practice and promote the high-quality development of new energy enterprises.

Stay Healthy, Stay Furbished: Investigating the Co-Created Experiences of Quarantine Hotel Stay and Implications for Post-Pandemic Era

ABSTRACT Paying a timely tribute to the ancient root meaning of “hospitale,” emblematic of granting haven for those in desperate need, this study comprehensively investigates the direct and indirect relationships constituting the co-created experiences of quarantine hotel stay, an emerging hospitality product genre in the COVID-19 era. Data on inbound quarantined hotel guests were collected in China, where a solid “Dynamic Zero Covid” policy is in place. Research results from structural equation modeling revealed customers’ value co-creation attitude and perceptions of service quality as effective predictors of their behavioral intention in the quarantine hotel scenario. This study also verified the mediation of service quality, the moderation of personal collectivism, and the moderated mediation effect of value co-creation attitude and behavioral intention via service quality. The study contributes to the extant literature by introducing community value co-creation perspective to address the innovation and resilience of hospitality products and services in the pandemic era, with practical implications duly derived.

Research on City Brand Construction under the Perspective of Value Co-Creation

In the era of new media, the Internet platform has created many web celebrity cities, among which “Erbin” and its related topics continue to be hot for several months, and have become a phenomenal IP for city branding.This paper starts from the perspective of value co-creation, and through the method of audience survey, we study to understand the impact of user value co-creation participation on the construction of Harbin city brand. Through the research, this paper concludes that the degree of user value co-creation participation can promote the city brand awareness, reputation and loyalty. By studying the effect of Harbin’s city brand construction, this paper draws lessons for small and medium-sized city brands to “get out of the circle”.

A Study on New Media Publicity of Cultural Tourism under the Perspective of Value Co-creation Theory

In today’s rapid development of the Internet, the publicity advantages of new media have become increasingly obvious, and the national cultural and tourism sector has actively embraced new media to build an all-round, three-dimensional and multi-level new media publicity matrix to create high-quality cultural and tourism publicity content. Value co-creation has also become an important means to enhance the competitiveness of today’s digital media. Based on the theoretical perspective of value co-creation, the study analyzes the reasons for the excellent publicity effect of Harbin’s new media for cultural tourism, i.e., by stimulating users to participate in the interactive production of content, perfecting the content distribution mechanism around the user experience, and realizing the self-value-addedness of the participating subjects as well as the dissemination of the mainstream value and leadership, the study realizes the value co-creation and thus achieves a better publicity effect for cultural tourism.

Student Participation in University Governance Paths in the Value Co-creation Perspective

Student participation in university governance processes exemplifies the core principles of value co-creation. Student participation in university governance processes exemplifies the core principles of value co-creation. Universities offer participation platforms and resource support, while students leverage their own resources. Through their interactions, both parties reach a consensus, fully realizing the functional, developmental, and societal values associated with student participation. The value co-creation process enhances university governance efficiency, emphasizes student agency, and fosters a more harmonious relationship between the institution and the students. Examining student participation in university governance from the perspective of value co-creation reveals its significant potential.

Collaborative Green Innovation of Livestock Product Three-Level Supply Chain Traceability System: A Value Co-Creation Perspective

To enhance the health and stability of livestock product supply chains, it is imperative to augment product sustainability and satisfy food safety requirements through collaborative green innovation. Digital traceability technology amalgamates information and resources from stakeholders in the supply chain, facilitating knowledge sharing and product tracking throughout the entire process to purify the supply chain environment. Augmenting communication and trust among supply chains paves the way for green innovation, thereby yielding value-added benefits. Consequently, this paper formulates a simulation model for manufacturers, retailers, and consumers—three pivotal stakeholders in the traceability process of livestock products—from a value co-creation standpoint. It also incorporates a contract penalty mechanism to probe the collaborative green innovation process among various entities involved in the livestock product supply chain. System simulation is employed to emulate the evolution path of collaborative green innovation in the livestock product supply chain under the value co-creation perspective. Subsequently, a stepwise penalty mechanism, green incentive mechanism, and fair distribution mechanism are proposed for stakeholders to actualize collaborative green innovation and value creation. The findings reveal that: (1) the collaborative green behavior between suppliers, retailers, and consumers is influenced by factors such as value co-creation excess returns, innovative technology costs like traceability, cost sharing among stakeholders, and a certain threshold of government penalties. (2) A balanced distribution of excess returns and cost-sharing among stakeholders fosters the evolution of a green collaborative state in the supply chain, thereby achieving sustainable development with value chain enhancement and ecological optimization.

Tripartite Evolutionary Game Analysis and Mode Selection of Reward-Based Crowdfunding From the Perspective of Value Co-Creation

Crowdfunding refers to releasing fund-raising projects and raising funds through the Internet. To explore the relationship between platform resource investment and value creation in interactive learning between initiators and supporters, this article constructs a three-party game model among the platform, supporters, and the initiator, based on evolutionary game theory, and then obtains the replicator dynamics function of the player and analyzes the evolution trend. Further, this article analyzes the optimal pricing decision of the platform and the initiator under different crowdfunding modes and its optimal mode. The results show that there are two Evolutionary Stable Strategies that are accepted by three players under certain parameters, and the equilibrium point remains stable under external interference. When the net income of initiators participating in value co-creation increases, it can promote the crowdfunding platform to actively participate in the value co-creation process, while it will inhibit the participation of the platform when the net loss of initiators participating in value co-creation increases. In addition, although supporters will also be affected by the willingness of the platform to participate in value co-creation, the willingness of initiators to participate has a greater impact on supporters. As for the mode selection, when the platform does not provide fee preference, considering that the prices of the initiators in the crowdfunding period are the same, single-stage crowdfunding is the dominant mode, and the income of the platform and the initiators is also higher than that under the two-stage crowdfunding. When the product price in the single-stage crowdfunding period is lower than that in the two-stage sales period, the two-stage crowdfunding is the best choice for the initiator.

A Value Co-Creation Perspective on Data Labeling in Hybrid Intelligence Systems: A Design Study

The adoption of innovative technologies confronts IT-Service-Management (ITSM) with an increasing volume and variety of requests. Artificial intelligence (AI) possesses the potential to augment customer service employees. However, the training data for AI systems are annotated by domain experts with little interest in labeling correctly due to their limited perceived value. Ultimately, insufficient labeled data leads to diminishing returns in AI performance. Following a design science research approach, we provide a novel human-in-the-loop (HIL) design for ITSM support ticket recommendations by incorporating a value co-creation perspective. The design incentivizes ITSM agents to provide labels during their everyday ticket-handling procedures. We develop a functional prototype based on 17,120 support tickets provided by a pilot partner as an instantiation and evaluate the design through accuracy metrics and user evaluations. Our evaluation revealed that recommendations after label improvement showed increased user ratings, and users are willing to contribute their domain knowledge. We demonstrate that our design benefits for both human agent and AI systems in the form of hybrid intelligence service systems. Overall, our results emphasize agents' need for value-in-use by providing better results if they improve the labeling of support tickets pre-labeled by AI. Thus, we provide prescriptive knowledge of a novel HIL design that enables efficient and interactive labeling in the context of diverse applications of reinforcement learning systems.

Artificial Intelligence and the Value Co-Creation Process in Higher Education Institutions

The transformative capacity of artificial intelligence (AI) in different sectors is rapidly progressing. One of the sectors in which there has been an increase in these developments is the education sector, particularly higher education (HE). Although some studies have begun to consider the advances in AI to incorporate solutions at various stages of the university educational process, the role of students as possible co-creators of these developments has not yet been considered. From a perspective of value co-creation and service-dominant logic (SDL), this study seeks to identify the typologies of value perceived by university students with respect to different AI solutions applied to the learning process in the framework of a value network composed of themselves and other actors in the network. Using a qualitative, phenomenological research approach, four workshop sessions were developed with a total sample of 93 students from three Colombian universities. The results indicate that students mostly respond in agreement with the co-creation of value based on the concepts of AI functions in the future scenario of HE. These AI functions include the machine teacher and the Smart Tutoring App. The chatbot is among the functions associated with value co-destruction, which is one of the most widespread developments in the area of user experiences in business. Finally, we discuss these findings and offer implications for guiding public policy and strategic decisions by university boards in this highly relevant area.

The Magic of Brand Experience: A Value Co-creation Perspective of Brand Equity on Short-form Video Platforms

Many companies are utilizing short-form video platforms to enhance the value co-creation between brands and consumers and ultimately create brand equity. However, there is a research gap in the present literature regarding the significance of consumers' participation in short-form video platforms affecting corporate brand equity. The present study aims to address this research gap by incorporating value co-creation theory to investigate the role and mechanism of value co-creation generated by consumer participation in short-form video platforms, i.e., corporate-initiated value co-creation and customer-initiated value co-creation, on corporate brand equity. The current study used a survey methodology to collect 481 samples from TikTok users using a convenience sampling method. The present study used structural equation modeling on the collected data. The findings show that corporate-initiated value co-creation can positively influence corporate brand equity, in which brand experience plays a partially mediating role. Customer-initiated value co-creation can also promote brand equity, whose role is also partially mediated by brand experience. This study theoretically contributes to the value co-creation concept and its theoretical association with brand equity and brand experience. This research also offers practical implications for practitioners regarding the utilization and enhancement of brand experience to improve clients' engagement in value co-creation activities. Doi: 10.28991/ESJ-2023-07-05-09 Full Text: PDF

Influence of Customer Participation on Co-Creation Intention of Brand Value under Social Media

The purpose of this paper is to investigate if customer participation has the double-edged sword problem and how it impacts the co-creation intention of brand value under social media. To explore the relationship, we construct a research model from the perspective of value co-creation and cognitive behaviour theory in the context of social media. 385 valid samples were collected through a field questionnaire, and the structural equation model was used to test the research hypotheses. The results indicate that customer participation through social media has a double-edged sword effect, enhancing the perceived prosocial influence, but also causing social media fatigue. Perceived prosocial influence and social media fatigue play a dual mediating effect on the relationship between customer participation and co-creation intention of brand value. Moreover, brand attachment moderates the relationship between perceived prosocial influence and co-creation intention of brand value. Majority of the studies have found that customer participation has positive effect, but a few studies have found that customer participation has a certain “dark side”. This study focuses on the double-edged sword problem of customer participation through social media, as well as its effect on co-creation intention of brand value, thus contribution to the value co-creation theory. This research also analyses the positive effect of perceived prosocial influence and the negative effects of social media fatigue, thus supporting effective social media participation strategies for companies.

Engagement and estrangement: a “tale of two cities” for Bristol’s green branding

PurposeDrawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around sustainability helps or hinders stakeholders’ ability to co-create value for themselves and the brand.Design/methodology/approachThis paper is based on a case study of Bristol’s city branding following its award of European Green Capital, drawing on 29 in-depth interviews with key informants from multiple stakeholder groups. These interviews are supported by secondary material and field observations.FindingsThe findings evidence a “tale of two cities”. When sustainability is used as a positioning device, tensions are identified across three elements of brand co-creation: brand meanings; extraordinary versus mundane brand performances; and empowerment and disempowerment in branding governance. These tensions create stakeholder experiences of both engagement and estrangement.Research limitations/implicationsThis paper is based on one case study and evaluates face-to-face stakeholder interactions. Future research could access further stakeholders, across multiple cities and also examine their digital engagement.Practical implicationsPositioning a brand as sustainable (i.e. green) requires strong commitment to other ethical principles in practice. Brand practitioners and marketers may benefit from advancing stakeholders’ everyday brand performances to reduce disillusionment.Originality/valueRallying around virtuous associations, i.e. sustainability, does not in itself facilitate the generation of value for stakeholders and the brand, but instead can illuminate power imbalances and tensions in stakeholder interactions that result in a co-destruction of value.