价值共创作为一个新兴的、多学科融合的和极具发展前景的研究主题，已经成为当前理论和实践研究的前沿与重点。本文运用文献计量法对价值共创主题文献进行了系统梳理，整理并归纳出价值共创研究的发展脉络和规律以及内容框架。基于价值共创的前因-过程-结果，本文构建了价值共创研究的知识体系：价值共创的模式与过程、价值共创的驱动因素、顾客共创体验和价值共创的结果，并在分析现有研究不足的基础上指出了未来的研究方向，以期为国内价值共创领域的研究提供参考。
Abstract
Driven by the intersection trends of information technological changes and shifts in organizational structures and market conditions, co-creation has become a transdisciplinary, fledgling and significant research field. The researchers and practitioners have consistently argued that value co-creation among an enterprise and its primary stakeholders is a growing powerful trend in the current business environment. However, despite an increasing focus on value co-creation, a complete picture of value co-creation research remains little understood in the management and business literature. Thus, a comprehensive and systematic review analysis is needed to inform our understanding of this landscape of value co-creation research. This study reports the results of the literature analysis including the publication information, the research perspectives and a research framework, develops a knowledge system of value co-creation research, and discusses the research limitations and proposes research directions. We believe that this study can lay a foundation for future value co-creation research and practice.
This study conducts a systematic literature analysis on 493 English articles and 278 Chinese articles published between January 2000 and July 2018 in the management and business fields from the Core Collection database in Web of Science (WOS) and China National Knowledge Infrastructure. First, this study employs a statistics tool — SATI for the analysis of extant literature. The key variables: authors, title, source, abstract, keywords and cited articles are imported into SATI to observe the yearly publication information between January 2000 and July 2018, the citations of the sample articles, and the abstract information. The literature analysis generates three key findings. First, we find that the development of value co-creation research falls into three phases: Phase 1 representing a slow knowledge accumulation process in which only a few representative articles emerged; Phase 2 demonstrating as a rapidly developing process with an upward trend in publications; and Phase 3 representing a value co-creation age. With an increasing number of researchers jumping on this research bandwagon of value co-creation, the research in this area has gained new momentum and kept a continually growing tread. Second, drawing on a content analysis of 15 high cited articles, two overarching meta-theoretical foundations for value co-creation research are identified: customer experience and S-D logic. This lens of customer experience stimulates a rich body of studies on this area of value co-creation. Moving beyond the theoretical position, S-D logic serves as an alternative and transcending theoretical foundation for the development of value co-creation theory and practice. In this vein, the service logic perspective surfaced and has evolved into a service ecosystem view. Third, a preliminary taxonomy framework is developed. This framework includes four themes: co-creation pattern, customer experience, co-creation antecedent and consequence.
Next, through a systematic content analysis, a knowledge system of value co-creation research is developed. All representative, influential and latest articles in major management and business journals are read by the first author of this study to improve the rigor and completeness of content analysis. The insights from typical and latest value co-creation literature are included in the knowledge system as much as possible. Based on the preliminary taxonomy framework, this knowledge system of value co-creation research includes four components: value co-creation patterns and processes, antecedents and impacts of value co-creation, customer co-creation experience. First, given that value co-creation patterns and processes involve the participating actors (who), the channels (where) and the interaction forms and processes (how), our commentary focuses on these three aspects to provide a complete picture of the value co-creation mechanisms. The early studies mainly focus on the dyadic relationship between an enterprise and its customers. With the growing digital economy, the co-creation actors range from enterprises and customers to suppliers, platform operators/owners, sale channels, partners, and independent developers/inventors. These highly distributed and heterogeneous actors interact with each other within online social networks, thus building a network-based service ecosystem. This service ecosystem provides the new institutional logics for the value creation among a multitude of actors. In a service ecosystem, the digital service platform acts as a flexible architecture upon which multiple sets of actors interact with each other to codevelop complementary technologies, products, or services as well as dynamic capabilities. The interactions among actors are characterized as action collections of linking, interacting, resource integrating and restructuring. Second, since customers and core enterprises are the most crucial actors and interactions are the sources of value in the value co-creation process, our study analyzes the antecedents of value co-creation from these three aspects: the customer, the enterprise and the interaction environment. Third, drawing on an extensive literature review, this study summarizes the consequents of value co-creation from the individual, organizational and ecosystem level. Fourth, we review the studies on customer co-creation experience/value from three major aspects: the ways in which it is conceptualized, the levels at which it is analyzed and its roles in the existing co-creation research. A systematic review of the literature reveals that experience determines what is valuable to a customer; experience/value is characterized as contextual, networking, longitudinal, iterative, temporal, dynamic, and interactive; co-creation experience/value plays a notable role in the co-creation research; and almost all research treats co-creation experience/value at an individual-level. Based on a systematic analysis of these four themes, this study presents a complete knowledge system of the value co-creation research.
Finally, this study describes research limitations and presents five research directions: (1) to investigate the mechanisms of value co-creation based on new information technologies such as big data, mobile internet and social media; (2) to explore the government of value co-creation in a service ecosystem; (3) to investigate the antecedents of value co-creation from a dynamic perspective of service ecosystem; (3) to explore customer co-creation experience value in the current sociotechnical?environment; (4) to examine the impacts of value co-creation from the balanced perspective of service ecosystem.
关键词
价值共创 /
文献计量 /
研究视角 /
知识体系
Key words
value co-creation /
bibliometric /
research perspective /
knowledge system
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1]Prahalad C.K.,Ramaswamy VCo-opting customer competence[J].Harvard Business Review, 2000, 78(1):79-87
[2]Vargo S.L.,Lusch RF. Evolving to a new dominant logic for marketing[J].Journal of Marketing, 2004, 68(1):1-17
[3]Bendapudi N.Leone RP. Psychological implications of customer participation in co-production[J].Journal of Marketing, 2003, 67(1):14-28
[4]Zwass V.Co-creation: Toward a taxonomy and an integrated research perspective[J].International Journal of Electronic Commerce, 2010, 15(1):11-48
[5]武文珍, 陈启杰.价值共创理论形成路径探析与未来研究展望[J].外国经济与管理, 2012, 34(6):66-73
[6]朱翊敏, 于洪彦.顾客融入行为与共创价值研究述评[J].管理评论, 2014, 26(5):111-119
[7]简兆权, 令狐克睿, 李雷.价值共创研究的演进与展望—从“顾客体验”到“服务生态系统”视角[J].外国经济与管理, 2016, 38(9):3-20
[8]Prahalad C.K.,Ramaswamy VCo-creation experiences: The next practice in value creation[J].Journal of Interactive Marketing, 2004, 18(3):5-14
[9]Payne A.F.,Storbacka K,Frow P. Managing the co-creation of value[J].Journal of the Academy of Marketing Science, 2008, 36(1):83-96
[10]Edvardsson B.Tronvoll B,Gruber T. Expanding understanding of service exchange and value co-creation: A social construction approach[J].Journal of the Academy of Marketing Science, 2011, 39(2):327-339
[11]Normann, Ramírez.From value chain to value constellation: Designing interactive strategy[J].Harvard Business Review, 1993, 71(4):65-77
[12]简兆权, 肖霄.网络环境下的服务创新与价值共创:携程案例研究[J].管理工程学报, 2015, 29(1):20-29
[13]冯长利, 刘洪涛.网络视角下制造企业服务转型的价值共创模型-基于陕鼓的案例研究[J].管理案例研究与评论, 2016, 9(5):472-484
[14]Pinho N.Beir?o G,Patrício L.,et al. Understanding value co-creation in complex services with many actors[J].Journal of Service Management, 2014, 25(4):470-493
[15]Ennew C.T.,Binks MR. Impact of participative service relationships on quality,satisfaction and retention: An exploratory study[J].Journal of Business Research, 1999, 46(2):121-132
[16]Nambisan S.Designing virtual customer environments for new product development: Toward a theory[J].Academy of Management Review, 2002, 27(3):392-413
[17]姚山季, 王永贵.顾客参与新产品开发及其绩效影响: 关系嵌入的中介机制[J].管理工程学报, 2012, 26(4):39-48
[18]Fang E.Customer participation and the trade-off between new product innovativeness and speed to market[J].Journal of Marketing, 2008, 72(4):90-104
[19]Schau H.J.,Mu?iz Jr AM.,Arnould E. J. How brand community practices create value[J].Journal of Marketing, 2009, 73(5):30-51
[20]Füller J.Hutter K,Hautz J.,et al. User roles and contributions in innovation-contest communities[J].Journal of Management Information Systems, 2014, 31(1):273-308
[21]Yi Y.Gong TCustomer value co-creation behavior: Scale development and validation[J].Journal of Business Research, 2013, 66(9):1279-1284
[22]Hoyer W.D.,Chandy R,Dorotic M.,et al. Consumer cocreation in new product development[J].Journal of Service Research, 2010, 13(3):283-296
[23]杨学成, 陶晓波.从实体价值链、价值矩阵到柔性价值网?以小米公司的社会化价值共创为例[J][J].管理评论, 2015(7): 232-232., 2015, 27(7):232-240
[24]张婧, 邓卉.品牌价值共创的关键维度及其对顾客认知与品牌绩效的影响-产业服务情境的实证研究[J].南开管理评论, 2013, 16(2):104-115
[25]周文辉, 林华, 陈晓红.价值共创视角下的创新瓶颈突破案例研究[J].管理学报, 2016, 13(6):863-870
[26]Ramaswamy V.Gouillart FBuilding the co-creative enterprise[J].Harvard Business Review, 2010, 88(10):100-109
[27]周文辉, 曹裕, 周依芳.共识、共生与共赢: 价值共创的过程模型[J].科研管理, 2015, 36(8):129-135
[28]Füller J.MüHlbacher H,Matzler K.,et al. Consumer empowerment through internet-based co-creation[J].Journal of Management Information Systems, 2009, 26(3):71-102
[29]Porter C.E.,Devaraj S,Sun D. A test of two models of value creation in virtual communities[J].Journal of Management Information Systems, 2013, 30(1):261-292
[30]彭艳君，管婷婷.家装行业顾客能力对顾客参与价值共创的影响研究[J].北京工业大学学报社会科学版, 2016, 16(1):27-37
[31]Nambisan S.Baron RA. Virtual customer environments: Testing a model of voluntary participation in value co-creation activities[J].Journal of Product Innovation Management, 2009, 26(4):388-406
[32]Zhang H.Lu Y,Wang B.,et al. The impacts of technological environments and co-creation experiences on customer participation[J].Information & Management, 2015, 52(4):468-482
[33]申光龙，彭晓东，秦鹏飞.虚拟品牌社区顾客间互动对顾客参与价值共创的影响研究-以体验价值为中介变量[J].管理学报, 2016, 13(12):1808-1816
[34]Jeppesen L.B.,Frederiksen LWhy do users contribute to firm-hosted user communities? The case of computer-controlled music instruments[J].Organization Science, 2006, 17(1):45-63
[35]Hutter K.Füller J,Hautz J.,et al. Machiavellianism or morality: which behavior pays off in online innovation contests?[J].Journal of Management Information Systems, 2015, 32(3):197-228
[36]Beverland M.B. Unpacking value creation and delivery: Orientation,capabilities,practices,and outcomes[J].Industrial Marketing Management, 2012, 41(1):8-10
[37]孙璐，李力，陶福平.信息交互能力、价值共创与竞争优势-小米公司案例研究[J].研究与发展管理, 2016, 28(6):101-113
[38]张婧, 何勇.服务主导逻辑导向与资源互动对价值共创的影响研究[J].科研管理, 2014, 35(1):115-122
[39]杨勇, 马钦海, 张俊秀等.多观点情绪劳动对顾客价值共创行为的作用路径研究[J].管理评论, 2015, 27(10):95-106
[40]江积海，李琴.平台型商业模式创新中连接属性影响价值共创的内在机理-的案例研究[J].管理评论, 2016, 28(7):252-260
[41]Lusch R.F.,Nambisan SService innovation: A service-dominant logic perspective[J].MIS Quarterly, 2015, 39(1):155-176
[42]王新新, 万文海.消费领域共创价值的机理及对品牌忠诚的作用研究[J].管理科学, 2012, 25(5):52-65
[43]涂剑波，陈小桂.用户与用户的互动、共创用户体验和用户共创价值的关系-以非交易类虚拟社区为例[J].武汉理工大学学报社会科学版, 2015, 28(5):942-948
[44]Nysveen H.Pedersen PE. Influences of co-creation on brand experience[J].International Journal of Market Research, 2014, 56(6):807-832
[45]涂剑波, 张欣瑞, 陶晓波.非交易类虚拟社区中涉入、共创价值和行为意向的关系研究[J].财经论丛, 2015, V200(11):88-95
[46]袁婷, 齐二石.价值共创活动对顾客价值的影响研究-基于顾客体验的中介作用[J].财经问题研究, 2015, (6):100-105
[47]Nambisan S.Nambisan PHow to profit from a better "virtual customer environment"[J].MIT Sloan Management Review, 2008, 49(3):53-61
[48]Kohler T.Fueller J,Matzler K.,et al. Co-creation in virtual worlds: The design of the user experience[J].MIS Quarterly, 2011, 35(3):773-788
[49]李朝辉.虚拟品牌社区环境下顾客参与价值共创对品牌体验的影响[J].财经论丛, 2014, 183(7):75-81
[50]樊帅, 田志龙, 胡小青.心理所有权视角下消费者参与虚拟共创的影响研究[J].管理学报, 2017, 14(3):414-424
[51]曾江洪, 陈斯琪.众筹模式下项目支持者价值共创与满意度关系研究[J].管理学报, 2016, 13(9):1383-1391
[52]See-To Eric W.K.,Ho Kevin KW. Value co-creation and purchase intention in social network sites: The role of electronic word-of-mouth and trust – A theoretical analysis[J].Computers in Human Behavior, 2014, 31(1):182-189
[53]李雷, 简兆权, 杨怀珍.打开电子服务价值共创的“黑箱[J].管理科学, 2016, 29(5):15-30
[54]卜庆娟, 金永生, 李朝辉.互动一定创造价值吗？-顾客价值共创互动行为对顾客价值的影响[J].外国经济与管理, 2016, 38(9):21-37
[55]Hsieh J.K.,Hsieh YC. Dialogic co-creation and service innovation performance in high-tech companies[J].Journal of Business Research, 2015, 68(11):2266-2271
[56]于洪彦, 王远怀, 朱翊敏.基于共创价值的互动导向前因变量与结果变量的实证分析[J].南方经济, 2015, (7):77-92
[57]Ceccagnoll M.Forman C,Huang P.,et al. Cocreation of value in a platform ecosystem: The case of enterprise software[J].MIS Quarterly, 2012, 36(1):263-290
[58]Gnyawali D.R.,Fan W,Penner J. Competitive actions and dynamics in the digital age: An empirical investigation of social networking firms[J].Information Systems Research, 2010, 21(3):594-613
[59]Fang E.Customer participation and the trade-off between new product innovativeness and speed to market[J].Journal of Marketing, 2008, 72(4):90-104
[60]Fang E.Palmatier RW.,Evans K. R. Influence of customer participation on creating and sharing of new product value[J].Journal of the Academy of Marketing Science, 2008, 36(3):322-336
[61]Cheung M.S.,Myers MB.,Mentzer,J. T. Does relationship learning lead to relationship value? A cross-national supply chain investigation[J].Journal of Operations Management, 2010, 28(6):472-487
[62]Lin Y.Wang Y,Yu C. Investigating the drivers of the innovation in channel integration and supply chain performance: A strategy orientated perspective[J].International Journal of Production Economics, 2010, 127(2):320-332
[63]Lang K.Shang R,Vragov R. Consumer co-creation of digital culture products: Business threat or new opportunity?[J].Journal of the Association for Information Systems, 2015, 16(9):766-798
[64]Chen W, Wei X., Zhu K.X. .Engaging voluntary contributions in online communities: A hidden markov model[J].MIS Quarterly, 2018, 42(1):83-100
基金
国家自然科学基金面上项目：“面向全场景智能服务的价值共创模式演变及优化研究”（72172111，2022.01—2025.12）；
国家自然科学基金青年项目：“社会化媒体环境下顾客共创体验价值的形成机制及影响研究” (71602152,2017.01—2019.12）；
国家自然科学基金国际合作重点项目：“智联网环境下服务模式创新的理论与方法研究”（71810107003,2019.01—2023.12）。
PDF(598 KB)
