Management Review ›› 2021, Vol. 33 ›› Issue (11): 170-184.

• Platform Economy and Value Creation • Previous Articles    

The Evolution Motivation and Process Model of Value Co-Creation of Decentralized E-commerce: A Longitudinal Case Study Based on Idol Group

Qiao Han1, Zhang Shuo1,3, Li Zhuolun1, Wan Zixian1,2   

  1. 1. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
    2. Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190;
    3. Department of Commerce of Xinjiang Autonomous Region, Urumqi 830017
  • Received:2020-09-29 Published:2022-01-12

Abstract: Decentralized e-commerce is a business model innovation and value co-creation practice of platform enterprises. Research on the value co-creation implementation process has crucial guiding significance for the development of e-commerce in China. However, current researches are silent about the theoretical explanation for the evolution of the value co-creation model of decentralized e-commerce. Based on the longitudinal case study of the Idol Group, this paper examines the evolutionary motivations and processes of decentralized e-commerce value co- creation. Five important evolutionary motivations for value co-creation are identified:core business creation, social channel construction, emotional network establishment, stakeholder empowerment, and sustainable ecological layout. It finds that the evolution process of decentralized e-commerce value co-creation incorporates five modes:dual co-creation mode, hub branch mode, network branch mode, multilateral collaboration, and multilateral symbiosis mode. Consequently, this paper sheds light on the evolution process model of decentralized e-commerce value co-creation, unveils the black box of the evolution of platform enterprise value co- creation models, and indicates the applicable scenarios of different value co-creation models. The process model proposed by this paper further enriches the relevant theories of platform enterprise value co-creation and provides a useful reference for the development of decentralized e-commerce.

Key words: decentralized e-commerce, value co-creation, evolutionary motivations, process model, longitudinal case study