Exploring Value Co-creation in Online Group Buying: A Consumer Perspective

摘要

Contemporary business organizations are increasingly turning their attention to jointly creating value with a variety of stakeholders, such as individual customers and other business organizations. However, a review of the literature reveals that very few studies have systematically examined value cocreation within online group buying. This study reveals that there are different mechanisms underlying value co-creation. In addition to providing insights about the phenomenon of cocreation itself, the study contributes to the strategy of value co-creation between a group buying website and its customers.