跨境电商平台价值共创：理论脉络、核心议题与未来展望

Value Co-Creation on Cross-Border E-Commerce Platforms: Theoretical Evolution, Core Issues, and Future Prospects

摘要: 随着数字经济的深入发展，跨境电商平台已成为连接全球市场、促进多元主体互动与价值共创的重要载体。本文旨在系统梳理跨境电商平台价值共创的研究脉络，整合现有理论视角与核心议题，为后续研究提供整体性参考框架。文章采用文献综述方法，通过对国内外相关研究的系统梳理与归纳分析，从理论基础、研究视角、核心议题与方法演进四个维度展开论述。研究发现：第一，价值共创理论经历了从服务主导逻辑到服务生态系统逻辑的范式演进，为理解跨境电商平台运作提供了多元理论工具；第二，现有研究主要形成服务主导逻辑视角、多主体网络视角与技术赋能视角三大脉络，分别聚焦互动机制、利益协调与绩效转化，三者相互补充、层层递进；第三，方法层面呈现出质性案例研究与量化实证研究并存的格局，但混合方法的整合应用仍有待加强；第四，当前研究仍存在动态演化关注不足、制度视角薄弱、跨层次分析缺乏等局限。未来研究应深化数字技术新情境下的理论拓展，加强平台生态系统演化研究，推动制度视角的价值共创探讨，并在中国情境特殊性中提炼普适性规律，为全球跨境电商价值共创研究贡献理论洞见。

Abstract: With the in-depth development of the digital economy, cross-border e-commerce platforms have become important vehicles connecting global markets and facilitating multi-actor interaction and value co-creation. This paper systematically reviews the research context of value co-creation on cross-border e-commerce platforms, integrating existing theoretical perspectives and core issues to provide a holistic reference framework. Adopting a literature review approach, it analyzes relevant research from four dimensions: theoretical foundation, research perspectives, core issues, and methodological evolution. The findings reveal that: First, value co-creation theory has evolved from service-dominant logic to service ecosystem logic, providing diverse theoretical tools. Second, existing research has developed three main threads: the service-dominant logic perspective, multi-actor network perspective, and technology empowerment perspective, which complement and progressively advance each other. Third, at the methodological level, qualitative case studies and quantitative empirical research coexist, yet mixed methods application needs strengthening. Fourth, current research suffers from limitations such as insufficient attention to dynamic evolution, weak institutional perspectives, and lack of cross-level analysis. Future research should deepen theoretical exploration in new digital technology contexts, strengthen platform ecosystem evolution research, promote institutional perspectives on value co-creation, and extract universal laws from China’s contextual specificity. The findings contribute theoretical insights to the literature on value co-creation in global cross-border e-commerce.