Business Model Innovation of IT-Enabled Customer Participating in Value Co-Creation Based on the Affordance Theory: A Case Study

Yanli Guo, Yi Zhu and Jianbin Chen
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Yanli Guo: Department of E-Business, Business College of Beijing Union University, Beijing 100025, China
Yi Zhu: Department of Archives, College of Applied Arts and Science of Beijing Union University, Beijing 100191, China
Jianbin Chen: Department of E-Business, Business College of Beijing Union University, Beijing 100025, China

Sustainability, 2021, vol. 13, issue 10, 1-22

Abstract: This study uses the structured–pragmatics–situational case study approach to explore the intrinsic mechanism of enterprise digital enablement using affordance theory and how traditional enterprises enable customers to participate in value co-creation through information technology, then realize business model innovation and maintain continuous consumption. The study revealed the following: (1) Product affordance drives customers’ original willingness to engage in value co-creation in four dimensions: economy, reliability, uniqueness, and selectivity; (2) The visibility, convenience, association, and persistence of the platform affordance enhance users’ abilities to engage in value co-creation; (3) The interaction of affordance, structural enablement, and digital enablement drives the interaction of willingness and capability to engage in value co-creation; and (4) User participation behaviors in value co-creation can be divided into three dimensions (informational, actionable, and attitudinal participation)and four stages. The findings explain how traditional enterprises use IT enablement to promote business model innovation of customer participation in value co-creation and enrich the theories of digital enablement. The conclusions reveal the managerial implications of the ways, paths, and mechanism of business model innovation by IT enabling customers to participate in value co-creation.

Keywords: business model innovation; value co-creation; IT enablement; affordance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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