文章基本信息

标题：Value Co-creation in Online Shopping
本地全文：下载
作者：Roberta Rocha-Freire ; Diana Sinclair Branisso ; Luis Fernando Hor-Meyll 等
期刊名称：Revista Adm.Made
印刷版ISSN：1518-9929
电子版ISSN：2237-5139
出版年度：2020
卷号：23
期号：3
页码：70-89
DOI：10.21714/2237-51392019v23n3p070089
出版社：MADE - Mestrado em Administração e Desenvolvimento Empresarial
摘要：This research presents a critical analysis of value co-creation in online shopping based on a decade of academic marketing literature. It was carried out with quantitative - bibliometric and bibliographic - and qualitative content analysis. The identification of main theories, paradigms and constructs, as well as research cliques, helps in establishing the theoretical framework necessary for an incipient research field such as this. The analysis identified four main research lines: customers as co-creators within the interaction with companies; customeremployee co-creation issues; customers’ interaction with other clients resulting in co-creation; and the impacts of social network resources in online shopping behavior. A crucial factor regarding co-creation in online settings is that the advances of technology empowered consumers. Additionally, customer co-creation is at the core of online shopping innovations, and the interactivity provided by the online shopping setting is ideal for value cocreation to flourish. Nevertheless, this is still a new research area and relevant studies are scarce. Understanding the latest advances in value co-creation in online shopping and what lies ahead is essential in grasping the structure of digital commerce in the era of service logic.
关键词：value co-creation; customer co-creation; online shopping; e-commerce; customer empowerment.