内容型直播电商平台价值共创研究

Study on Value Co-Creation of Content-Based Live Streaming E-Commerce Platform

摘要: 内容型直播电商的兴起颠覆了传统电商的销售形态，电子商务与优质内容融合的商业模式充分调动了利益相关者的积极性，各主体共同参与、共同协作、共同构筑了一个平台价值共创生态圈。本文基于价值共创理论、SOR理论，以内容型直播电商平台为研究对象，从驱动因素、价值共创行为与结果三大阶段分析探讨如何实现内容型直播电商平台价值共创。基于文献梳理，分析在内外部驱动因素刺激下，平台、网红主播以及顾客在参与内容型直播电商平台价值共创活动中的具体行为，从平台品牌价值的打造、网红主播自我价值的提升以及顾客体验价值实现三个方面总结出内容型直播电商平台价值共创的结果。最后，本文基于研究结论从平台、网红主播与顾客三个维度提出管理建议以协同各主体更好地进行价值共创。

Abstract: The rise of content-based live streaming e-commerce has subverted the sales form of traditional e-commerce. The business model of the integration of e-commerce and high-quality content has fully mobilized the enthusiasm of stakeholders, and all subjects participate and cooperate together to build a value co-creation ecosystem. Based on the value co-creation theory and SOR theory, this paper takes the content-based live streaming e-commerce platform as the research object, and discusses how to achieve the value co-creation of the content-based live streaming e-commerce platform from the three stages of value motivation, value co-creation behavior and results. Based on literature review, analyze the specific behaviors of platforms, internet celebrity anchors, and customers in participating in content based live streaming e-commerce platform value co-creation activities under the stimulation of internal and external driving factors. Summarize the results of content based live streaming e-commerce platform value co-creation from three aspects: platform brand value creation, internet celebrity anchor self value enhancement, and customer experience value realization. Finally, based on the research conclusion, this paper puts forward management suggestions from the three dimensions of platform, network celebrity anchors and customers to cooperate with participants in better value co-creation activities.