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Towards Building a Value Co-Creation Circle in Social Commerce

Lookup NU author(s): Dr YiChuan Wang, Dr Mina Tajvidi



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


The rise of social commerce has brought several new challenges for firms and reshaped the way people purchase products and services. Firms are struggling to co-create value with customers to identify their needs and offer innovative products. To address these challenges, this study proposes a value co-creation circle and explores the key factors for developing a successful value co-creation circle on social commerce platforms. A case study of a taxi company in Taiwan was conducted. Data was collected from face-to-face interviews with the managers and analysed using Google Analytics. The proposed value co-creation circle not only creates benefits from network externality by the growth in membership, but also enhances service quality in the social commerce platform. This study explores a new perspective of the value co-creation circle in the social commerce environment that allows practitioners to develop a value circulation by network externality and co-create value with customers.

Publication metadata

Author(s): Yu CH, Tsai CC, Wang Y, Lai KK, Tajvidi M

Publication type: Article

Publication status: Published

Journal: Computers in Human Behavior

Year: 2018

Pages: Epub ahead of print

Online publication date: 09/04/2018

Acceptance date: 09/04/2018

Date deposited: 27/04/2018

ISSN (print): 0747-5632

Publisher: Elsevier


DOI: 10.1016/j.chb.2018.04.021

Notes: ABS 3*


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