Towards building a value co-creation circle in social commerce
Chiahui Yua b✉, Chia‐Chang Tsaic, Yichuan Wangd, Kuei‐Kuei Laib, Mina Tajvidid
- aCollege of Business, Yancheng Teachers University, China
- bDepartment of Business Administration, Chaoyang University of Technology, Taiwan
- cGraduate Institute of Technology, Innovation & Intellectual Property Management, National Chengchi University, Taiwan
- dNewcastle University Business School, Newcastle University, United Kingdom
- ✉Corresponding author
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Abstract
Abstract The rise of social commerce has brought several new challenges for firms and reshaped the way people purchase products and services. Firms are struggling to co-create value with customers to identify their needs and offer innovative products. To address these challenges, this study proposes a value co-creation circle and explores the key factors for developing a successful value co-creation circle on social commerce platforms. A case study of a taxi company in Taiwan was conducted. Data was collected from face-to-face interviews with the managers and analysed using Google Analytics. The proposed value co-creation circle not only creates benefits from network externality by the growth in membership, but also enhances service quality in the social commerce platform. This study explores a new perspective of the value co-creation circle in the social commerce environment that allows practitioners to develop a value circulation by network externality and co-create value with customers.
TL;DRA new perspective of the value co-creation circle in the social commerce environment that allows practitioners to develop a value circulation by network externality and co-create value with customers is explored. (Semantic Scholar)