Value Co-creation Mechanism Of Trading Platform

The value co-creation theory means that the traditional enterprise value creation theory is undergoing profound changes.The enterprise no longer decides the value alone,but regards the customer as the partner to complete the value creation together,and obtains the competitive advantage from it.The phenomenon of value co-creation emerges in the background of platform economy based on Internet technology and has been widely concerned by the academic circle and the industry.As one of the most common platforms,trading platform provides typical scenarios and development opportunities for research on value co-creation.However,from the existing results,there is not much research on the value co-creation of trading platform,and a lot of supplement is needed.At the same time,most of the existing achievements adopt qualitative research method to analyze the action mechanism and realization path of value co-creation of trading platform,and few quantitative research based on value co-creation theory to analyze multiple subjects participating in value co-creation process.In order to enrich and expand the theoretical achievements of value co-creation,and to provide insight and decision reference for the industry,this paper will adopt quantitative research method to conduct exploratory research on the value co-creation mechanism of trading platform.Based on the DART model,this paper first discusses the value co-creation management factors of the platform enterprises from the perspective of the basic elements of value co-creation by combing the existing relevant researches and combining with the development status of the trading platform in China and the analysis of the characteristics of the value co-creation behavior between the platform enterprises and customers.Then,through theoretical model exploration,the relationship among value co-creation management,customer participation,perceived value and platform reputation of trading platform is deeply analyzed,and the path model of value co-creation mechanism is proposed.Then,this study will get data from the perspective of customers to carry out empirical research.On the one hand,the value co-creation theory emphasizes the importance of the customer's role.In the platform context,the customer is also an important participant,so it is necessary to pay attention to the feeling of customers.On the other hand,there are many value co-creating participants in the platform,and obtaining data from customers is conducive to ensuring the accessibility and accuracy of data measurement.In the research process,this paper designed the corresponding questionnaire to collect primary data,and used SPSS and other statistical software to analyze and process the data.The empirical results show that the factors of value co-creation management not only have significant positive effects on perceived value,but also on customer participation.At the same time,customer participation mediates between value cocreation management and perceived value.Platform reputation positively moderates the impact of value co-creation management on customer participation.The research contribution of this paper mainly lies in: first,expand the "value cocreation theory" to the platform situation,explore the realization path of perceived value in the platform mode based on the key elements of value co-creation management,and provide a basis for the platform enterprises to optimize the design and management of value co-creation mechanism.Second,the discussion of customer's role and behavior is incorporated into the value co-creation mechanism model,and the importance of customer to the generation of value co-creation is tested by empirical method,which pushes the research on value co-creation to a more critical and realistic field with customer as the main body and enriches the empirical research results of value co-creation.