A Research On Interaction Capabilities Based On Value Co-creation

As the global economic integrated and marketed competition intensified, it’s hard the make the differences between "product" and "service". In the circumstance, Vargo and Lusch put forward the view of service-dominant logic and the views arouse widespredly attention. In service-dominant logic, value is co-created by supplier and customers, at the same time the firm should interact widly to gain value co-creation. But so far researches about the relationship between interaction and value co-creation are not plentiful. In China, the importance of interaction and value co-creation are not payed enough attention too, and the empirical studies are very few. Based on this fact, this paper tries to develop the scales of interaction capabilities by exploratory analysis and explore the relationship between interaction capabilities, agility, innovation and value co-creation.Based on the background and research purposes, the study makes the arrangement for content in accordance with the following structure. Firstly, we analysis and conclude the process of transmitting, accumulating and realizing value co-creation in service value networds based on service-dominant logic, which makes the theory foundation for the following research. Secondly, combined with the result of exploratory analysis and literature review, we define the composition of interaction capabilities and develop the measurement scales of interaction capabilities with reliability and validity by the data collected in sample enterprise. Thirdly, the study presents the theoretical assumption between interaction capabilities and value co-creation, which mainly includes the main effect of interaction capabilities on value co-creation and the mediating effect of agility and innovation, and propose the integrated theoretical model. Fourthly, the theoretical model is verified by study design and empirical analysis.Finally, the study makes a conclusion, points out several limitations, and discusses the future direction.The samples were taken from321enterprises in China, and the main conclusions of empirical study are as follows:(1) The interaction capabilities comprise of networking interaction capability, human interaction capability, technological interaction capability, managerial interaction capability and cultural interaction capability. Except for cultural interaction capability, the other interaction capabilities, including networking interaction capability, human interaction capability, technological interaction capability and managerial interaction capability have significantly positive effect on value co-creation.(2) Agility has the mediating effect between interaction capabilities and value co-creation. Interaction capabilities have significantly positive effect on agility, and agility has significantly positive effect on value co-creation. Therefore, except for cultural interaction capability, agility mediates the relationship between networking interaction capability and value co-creation, agility mediates the relationship between human interaction capability and value co-creation, agility mediates the relationship between technological interaction capability and value co-creation, agility mediates the relationship between managerial interaction capability and value co-creation.(3) Innvation has the mediating effect between interaction capabilities and value co-creation. In particular, human interaction capability doesn’t have positive effect on innovation, networking interaction capability has significantly positive effect on innovation, technological interaction capability has significantly positive effect on innovation, managerial interaction capability have significantly positive effect on innovation, and innovation has significantly positive effect on value co-creation. Therefore, except for cultural interaction capability and human interaction capability, innovation mediates the relationship between networking interaction capability and value co-creation, innovation mediates the relationship between technological interaction capability and value co-creation, innovation mediates the relationship between management interaction capability and value co-creation.