Research On The Influence Of User Experience On User Value Co-creation In E-commerce Platforms

The use and development of e-commerce platforms have shown a growing trend in recent years.At present,China’s e-commerce not only has advanced Internet technology,but also has a huge consumer base,which provides inexhaustible power for its development.The development of social technology,the promotion of the epidemic and changes in people’s way of thinking have jointly promoted the iterative upgrading of traditional e-commerce platforms,and some new e-commerce platforms have emerged,especially under the impact of the COVID19 pandemic,users’ concerns about safety have made more eyes turn to online shopping.Taobao and Tik Tok,as the two main platforms of live e-commerce,have also experienced fierce competition in recent years.Taobao has the first-Mover advantage and huge volume,while Tik Tok is full of momentum,and at the same time,they are beginning to get closer to each other.Taobao,the representative of shelf e-commerce,is making up classes around content ecommerce,and Tik Tok,a rookie of content e-commerce,is also strengthening the operation of shelf e-commerce.Content e-commerce and shelf e-commerce two different paths of ecommerce model is fork in the road to meet,the future or will go the same way.Based on the grounded theory,this study combs and conciliates the interview materials,literature materials and the interview materials of Tik Tok e-commerce eco-partners,and puts forward four user experience dimensions,namely website experience,product experience,service experience and emotional experience,which are in line with Taobao and Tik Tok ecommerce platforms,and identifies the action path map of the influencing factors of user value co-creation of the two platforms.Then,according to the influencing factors extracted from the qualitative research of grounded theory and previous studies,reasonable hypotheses are put forward and the influence model of user value co-creation based on user experience is constructed.Finally,the data of users who have used Taobao or Tik Tok shopping are collected,and the theoretical model is tested by SmartPLS.The results show that the hypothesis that user experience affects perceived value and user engagement is partially supported.Perceived value and user engagement also have a significant positive effect on the co-creation of user value,and user engagement plays an intermediary role in the co-creation of perceived value and user value.The regulatory role of e-commerce platform type is partially supported.Generally speaking,the results support most of the hypotheses in this study.There are differences between users of Taobao and Tik Tok platforms in the specific influence mechanism of participating in value co-creation,which are mainly reflected in the influence of user experience on perceived value and the influence of perceived value on user engagement and behavior,etc.The advantages and layouts of the two platforms have their own emphases,and it is only by clearly positioning themselves to seek a differentiated development path that they can gain truly loyal users.This study clarifies the current situation and dilemma of the related research on ecommerce platform,makes up for the lack of research on user experience when using ecommerce platform,and provides reference for platform-based enterprises to explore user experience in the future.In terms of theoretical significance,this paper summarizes and refines the dimensions of user experience,combines the stimulation-organism-response theory and social exchange theory,integrates user experience,perceived value,user engagement and user value co-creation,and puts forward an influence model of user value co-creation of e-commerce platform based on user experience.Taking Taobao e-commerce and Tik Tok e-commerce as examples,it proves the influence path of user experience on user value co-creation and the regulatory role of platform types through empirical tests,which is beneficial to the future research on user experience differentiation of e-commerce platform.In terms of practical significance,this study takes Taobao and Tik Tok,the typical representatives of traditional shelf e-commerce and content e-commerce,respectively,as examples to promote platforms and businesses to understand the connotation of user experience more deeply,and put forward specific improvement directions and corresponding management enlightenment for reference,which has practical value for promoting the sound and stable development of e-commerce ecology.