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Value Co-Creation and Value Co-Destruction – A Case of Online Consumption

Dziewanowska Katarzyna () and Kacprzak Agnieszka ()
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Kacprzak Agnieszka: Uniwersytet Warszawski, Wydział Zarządzania, Katedra Marketingu, Szturmowa 1/3, 02-678Warszawa, Poland

Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 82-94

Abstract: Research background: The paper focuses on value co-creation and co-destruction during online consumption. The current understanding of the concept of value is based on the premise that value emerges from interactions leading to exchange among multiple actors, including customers and companies. This implies the active role of all participants and leads to diversified outcomes, both positive (value co-creation) and negative (value co-destruction). The phenomenon of value co-destruction is studied in the context of online consumption, which is particularly suitable as it allows for consumer proactivity and participation in the process of exchange.

Keywords: value; co-creation; co-destruction; online consumption; young consumers (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 E20 (search for similar items in EconPapers)
Date: 2020
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DOI: 10.2478/foli-2020-0037

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