How does the value co-creation of e-commerce platform and manufacturers affect channel performance? The moderating role of innovation capability and market turbulence
ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS(2022)
Abstract
The purpose of this paper is to examine the relationship between inter-firm value co-creation activities and channel performance. Specifically, we ask which discrete types of value co-creation affect economic and relational channel performance? What firm-level and environmental factors, if any, moderate these effects? Drawing on transaction cost theory, and using data from 154 manufacturer and e-commerce platforms, we make notable contributions to the e-commerce literature. We show that two discrete types of value co-creation activities (joint planning and flexibility to make adjustments) positively affect both economic and relational channel performance. A third type, joint problem solving, only affects economic performance. We identify two moderators of these relationships: innovation capability positively moderates the relationship between value co-creation and channel economic performance; market turbulence positively moderates the relationship between value co creation and channel relationship performance. The results can help enterprises understand how to optimise their implementation of value co-creation processes.
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Key words
Value co-creation,Channel performance,Innovation ability,Market turbulence,E-commerce platform
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