Customer Value Co-Creation Behavior in the Online Platform Economy.

Author:Meilhan, Deborah
  1. Introduction

    Teaming between production and appropriation of value shapes the lasting sustainability of a sharing economy platform. (Laczko et al., 2019) The profit-based online platforms are biased technologies. Only particular types of regulation over the transactions assist the platform in satisfying the requirements of the sharing economy to favor all users. (Querbes, 2018) In the sharing economy, social and emotional values are instrumental in driving individuals to reassess businesses. (Zhang et al., 2018)

  2. Conceptual Framework and Literature Review

    To get through and thrive, companies should preserve the value they produce and that is more challenging than its setting up, thus bringing about a brief continuance of numerous platform-based businesses. (Laczko et al., 2019) Individuals purchase a lot of manufactured items but without completely using them. A commodity owner's self-utilization values may be dissimilar over time, and thus in an interval of diminished self-use value, s/he may rent it out in a product-sharing market. (Tian and Jiang, 2018) Digitally-enabled user co-production operations demand companies to reconsider their function in the marketing value creation mechanism (Fielden et al., 2018; Jouet, 2018; Popescu Ljungholm, 2018; Radulescu, 2018) by clarifying innovative undertakings that generate value for users who are co-producers. (Dellaert, 2018) In the sharing economy, social value is a new driver of consumer contentment and continuance intention. (Arteaga-Sanchez et al., 2018)

  3. Methodology and Empirical Analysis

    Building my argument by drawing on data collected from Atlas, BLS, Deloitte, D&S, Edelman Intelligence, GAO, JPMorgan Chase Institute, Upwork, and YouGov Omnibus, I performed analyses and made estimates regarding annual personal income of freelancers in US and UK, year-on-year growth in gig economy monthly earnings, median individual income reported by alternative workers, average weekly earnings (traditional vs. contingent employment), type of gig economy work by income earned from gig economy in the past 12 months, type of gig economy work by total annual income from all sources, and frequency of involvement by annual income from gig economy.

  4. Results and Discussion

    On the peer-to-peer platforms, participants opt for pricing decisions that involve separate transactions, not for the permission to enter and operation prices of the platform. (Querbes, 2018) The sharing market is likely to raise the retailer's proportion of the gross profit margin in the distribution channel. (Tian and Jiang, 2018) The economic value...

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