A Research On Value Co-creation Behavior And Mechanism Of Short Video Platform

In recent years,short videos have attracted a large audience with their strong interactivity and rich content ecology,rapidly expanding the market and gradually forming the habit of watching short videos in fragmented time.Follow this trend,a large number of short video platforms have emerged in China,with each platform competing for users,which inevitably leads to uneven development,with some platforms rapidly expanding and building value networks,while others slowly disappearing from view.Nowadays,the value creation method of platform-based enterprises has evolved from the production of value by enterprises to the co-creation and sharing of value through the interaction of multiple subjects,and short video platforms should pay more attention to the value co-creation behavior in order to achieve long-term development.Academics have conducted extensive research on the business models and profitability of short-form video platforms,but less research has been conducted on the mechanism of value co-creation process that is integrated with practice.Thesis selects three successful short-video platform cases,Tiktok,Kuaishou and Xiaohongshu,and conducts a detailed study on the value co-creation process mechanism of short-video platforms using literature analysis,multiple case study method and content analysis method.Firstly,the literature related to value co-creation and short video was sorted out to lay a theoretical foundation for the study.secondly,the value subjects,value production and value creation of the three case platforms were initially analysed and a preliminary theoretical model was proposed based on the results of the case analysis.Then,the case materials were collected from multiple sources,and the case materials were analysed using NVivo12 Plus for rooted theory coding,and through the analysis results identified the core subjects in the value co-creation activities of the short video platform and the core elements in the value co-creation process,and made additional amendments to the theoretical model.finally,the cases were integrated and analysed based on the data analysis results,and the value co-creation realisation mechanism of the short video platform was clarified.The study found that the core subjects in the value co-creation of short video platforms are government regulators,short video platforms,content producers,content consumers and advertisers,with short video platforms and government regulators being the leading populations in the platform ecosystem,and content producers,content consumers and advertisers being the key populations in the platform ecosystem.The drivers of the value co-creation process of short video platforms include internal and external drivers.The core of realising value co-creation is value co-creation activities,i.e.interactive behaviours among multiple subjects.Value proposition is the motivation and basis of value co-creation activities,including platform objectives and value content.Value co-creation outcome is the result of value co-creation activities,including cost control,increased revenue,experience upgrade and Competitiveness.A case integration analysis based on the coding results reveals that the value co-creation mechanism of short video platforms is divided into one based on the logic of producers and one based on the logic of consumers,according to the different subjects of interaction.This paper expands the relevant dimensions of the core elements of value co-creation in the context of shortvideo platform practice,and derives the realisation mechanism of value co-creation in short-video platforms,which can provide some inspiration for short-video platforms in the development stage.