A Framework of the Value Co-Creation Cycle in Platform Businesses: An Exploratory Case Study

Feng-Shang Wu and Chia-Chang Tsai
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Feng-Shang Wu: Graduate Institute of Technology, Innovation and Intellectual Property Management, National Chengchi University, Taipei City 11605, Taiwan
Chia-Chang Tsai: Bachelor Degree Program of Digital Marketing, College of Business, National Taipei University, New Taipei City 23741, Taiwan

Sustainability, 2022, vol. 14, issue 9, 1-18

Abstract: Platform businesses, linking producers and consumers, have emerged as a very important industry. Meanwhile, value co-creation has become one of the critical issues concerning the operation of platform enterprises and the focus of researchers in this area. Platform businesses usually need to strengthen the interactions between all participants to maximize the commercial value. However, the majority of the literature has concentrated on the “platform business–consumer” interaction only, i.e., both “platform business–producer” and “platform producer–consumer” interactions have been almost completely neglected. Consequently, this study aims to fill the research gap by investigating “all-around interactions” and the relationships between the interaction with the value co-creation performance. A holistic framework of the value co-creation cycle is developed and validated. One of the largest platform businesses in Taiwan was examined, and Google Analytics (GA) code was embedded into its information system for data generation. The results confirmed the proposed framework and hypotheses. The study concludes that platform businesses need to gain insight into producers and consumers through data tracking and analysis as well as to provide innovative services that elevate satisfaction, user loyalty, and usage frequency, with a final goal of establishing a cycle of value co-creation.

Keywords: platform business; value co-creation; Google Analytics (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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