The Formation Mechanism Of Customer Value Svstem In Platform-Based Ecosystem:From The Perspective Of Multi-Layer

The technological progress with the new generation of information technology as the core has promoted the rise of the platform economy,which promoted the formation of the economic community,contained the interrelated and interdependent enterprise groups,with the platform enterprises as the core and been called as platform-based ecosystem.In the practice of platform-based ecosystem,customers can participate in the value creation and value realization of products or services,helping companies to improve the R&D performance and marketing performance,achieve value added,and enhance competition ability of platform-based ecosystem.The Marketing Science Institute(MSI)has repeatedly listed the concept of customer engagement as one of the priority areas of futural research,which has attracted the attention of the scholars to the role transformation of customers and non-transactional behaviors.Customers become value co-creators and market recommenders of products or services,and add value to enterprises through non-transactional behaviors,which provides a new direction for the research of customer value.However,the existing literature on customer value mainly focuses on the customer lifetime value.Literature on customer engagement value involves only relevant conceptual definitions,lack of in-depth analysis and quantitative testing of customer engagement value.Moreover,the existing literature lacks the exploration of the formation mechanism of customer value system in the platform-based ecosystem.In order to further explore the customer value system in platform-based ecosystem,this dissertation identifies the antecedents of the customer value system from the multi-level perspectives separately,which contains the perspectives of bilateral market platform,online network community and customer motivation.Based on the antecedents,this dissertation builds the formation mechanism of customer value system in platform-based ecosystem systematically,which would provide comprehensive customer value knowledge and access for practitioners.The main research contents are as follows.(1)From the perspective of two-sided platform,this research explores the impact of network externalities on customers’ lifetime value and its impact on incentive mechanism design of customer recommendation behavior and customer co-creation behavior based on the bilateral market theory,vertical difference theory and principal-agent theory(2)From the perspective of online community,this research attempts to find the difference of customer engagement behavioral intentions,repurchase commitment and their antecedents in different types of User Generated Content in the e-commerce ecosystem.(3)From the perspective of customer motivation,this research,based on regulatory focus theory,explores the influencing mechanism between customer participation,customer resources,customer regulatory focus and customer value in the platform-based ecosystem.(4)Based on the above research of muli-layer perspective and taking customer behavior as the main line,this research summarizes the customer value system in the platform-based ecosystem and explores the formation mechanism of customer lifetime value,customer recommendation value,and customer co-creation value in the platform-based ecosystem.The main innovations of this study include four aspects.(1)This dissertation,by introducing network externality factors,constructs and optimizes the incentive mechanism model of customer recommendation behavior and customer co-creation behavior.Based on the bilateral market theory and principal-agent theory,using game theory and mechanism design methods,this dissertation construct the incentive mechanism models of customer recommendation behavior and customer co-creation behavior in the presence of network externalities in the platform ecosystem separately.The results show that the direct network externality between potatial customers and recommenders is conducive to improving the effort level and commission rate of customer recommendation behavior,while the indirect network externality between customers and online shoppers is conducive to increasing the effort level and commission rate of customer co-creation behavior.(2)Using text mining,qualitative research and econometrics methods,this dissertation tests the behaviorial manifestation and antecedents of different valence of customer engagement.Through text mining of user-generated content in the online customer community,the study uses qualitative research and econometrics to examine the behaviorial manifestation and antecedents of customer engagement and repeat purchase behavior in different types of online user-generated content.The results show that recommendation behavior and repeat purchase behavior appear in positive user-generated content,while feedback behavior and customer churn appear in negative user-generated content;in addition,the difference in antecendents of positive and negative valence of customer engagement manifests as the antecedents of negative customer engagement also include complaint-handling level.(3)This dissertation reveals the influence mechanism of customer motivation on customer participation,customer resources,and customer values by introducing customer orientation focus as a moderating variable.From the perspective of customer development journey,this dissertation explores the influencial path of customer participation,customer resources and customer value by introducing customer orientation focus based on regulatory focus theory.This dissertation verify that the moderating effect of customer orientation focus on mediating effect of customer resources between customer participation and customer value from the "resource cultivation" stage to the "value contribution" stage.(4)This dissertation constructs customer value system in the platform-based ecosystem,and describes the formation mechanism of the customer value system from a multi-level perspective.This study takes the platform-based ecosystem as the object of research,combs the customer value system,including customer lifetime value and customer engagement value,in the platform ecosystem.Customer lifetime value could be divided into customer direct economic value and platform economical value,and customer engagement value could be divided into customer recommendation value and customer co-creation value.From the perspective of bilateral market platform,online network community and customer motivation,this dissertation systematically makes up for the lack of existing literature on the formation path of customer non-transactional value in platform-based ecosystem.