Research On User Value Co-Creation Behavior Of Animal Product Traceability Information Service System

In recent years,with the improvement of living standards,residents’ demand for livestock products is increasing.The quality and safety of livestock products is not only directly related to public health,but also affects the sustainable development of livestock product supply chain and the promotion of international competitiveness.The safety of livestock products is related to the national economy and people’s livelihood.However,the safety situation of livestock products is still grim,and there are meat from unknown sources,such as dead meat,zombie meat,and water-injected meat,in the wholesale markets of farmers around the country.Especially since the epidemic in COVID-19,animal products have been tested positive and even entered the market from time to time,which has added difficulties and risks to the national epidemic prevention work.In order to solve the dilemma in the whole process of animal products,it is particularly important to trace the quality and safety of animal products.The traceability information service system for livestock products provides a platform for the quality traceability of livestock products.The service subjects of the traceability system are mainly consumers,enterprises in the supply chain of livestock products,the government and other third-party institutions.The interaction and cooperation among the subjects enrich the roles of platform users,so that users can participate in more value generation processes and form value co-creation.Value co-creation brings more benefits and service experience to users,and promotes the value-added of the whole livestock product industry.Therefore,it is necessary and practical to study the user’s value co-creation behavior of livestock product traceability information service system.In this research,the traceability information service system of livestock products is taken as the research object,and the main behavior of participating in value co-creation and the influence mechanism and realization path of value co-creation in the system platform are studied from the theoretical,empirical and case perspectives,which provides theoretical basis and practical guidance for traceability value co-creation of livestock products.The research contents include the following aspects:First,according to the characteristics of animal products traceability system,this research puts forward the concepts and connotations of value co-creation subject,object and environment,puts forward the expression forms of enterprise users,consumer users and system platform value co-creation in animal products traceability system,and analyzes the motivation,process and result of bilateral user value co-creation between enterprises and consumers from the transaction time node of animal products,and obtains the action mechanism of user value co-creation in animal products traceability information service system.In the system,the mechanism of bilateral users’ value co-creation is different,and the motivation of consumers’ participation in value co-creation is mainly determined by perceptual factors,and the performance results are consumer citizenship behavior,participation behavior and interaction behavior;The motivation of enterprises’ participation in value co-creation is restricted by other external factors,such as competition,in addition to perceptual factors,and the performance results are enterprises’ participation behavior,interaction behavior and recommendation behavior.Furthermore,the logical framework of value co-creation of livestock product traceability system is constructed,including the process of value identification,value activation,value aggregation and value co-creation.Second,through the analysis of the mechanism of value co-creation in the traceability system of livestock products,we can understand the process of value co-creation,but lack of theoretical verification.Therefore,this research obtains the actual data through interviews with insiders of enterprises and consumers,and codes and analyzes the obtained data according to the grounding theory,and obtains the structural dimension of influencing factors for consumers and enterprise users to participate in value co-creation.Third,from the perspective of consumers,the study investigated the behavioral mechanisms of value co-creation in consumer participation in traceability systems.To address the issues of low user awareness and participation in traceability systems for animal products,this study used the technology acceptance model as a basis to reveal the theoretical model of the behavioral mechanisms of consumer participation in value co-creation.Consumer value co-creation data was obtained through a questionnaire survey,and a structural equation model was used to empirically study the behavior and mechanisms of consumer participation in value co-creation.The study found that perceived trust,perceived risk,and perceived value have a positive impact on consumers’ willingness to engage in value co-creation,while effort expectation has a negative impact.Consumer value co-creation behavior is influenced by the convenience of traceability system usage and willingness to co-create.Fourth,from the perspective of enterprises,the study investigated the behavioral mechanisms of value co-creation in enterprise participation in traceability systems.Based on the TOE framework,this study revealed the theoretical model of the behavioral mechanisms of enterprise participation in value co-creation in traceability systems.Data was obtained through a questionnaire survey,and a structural equation model was used for empirical analysis.The study found that enterprise willingness to participate in value co-creation is positively influenced by perceived technological advantage,relative advantage,peer competition pressure,and readiness of trade partners,while perceived technological risk and perceived financial cost inhibit enterprise willingness to co-create value.Enterprise willingness to co-create value plays an intermediary role under the influence of internal and external factors.This study found that complex factors such as technology,organization,and environment can influence enterprise participation in value co-creation in traceability systems through willingness to co-create.Fifth,practical application research on value co-creation by users of animal product traceability information service systems.Taking the animal product traceability information service system in Jilin Province as an example,this study analyzed the value co-creation activities and application experiences of the system from the planning,construction,application,and operation stages.While conducting theoretical research,it was discovered that the value co-creation activities of the system exhibit characteristics of an ecosystem.This study also constructed a value co-creation path in practice,proposing that information providers create and deliver value through data collection systems,information service systems,government regulation systems,and external value-added systems.The main innovations of this study are as follows:First,based on the characteristics of the animal product supply chain and traceability systems,the concept,manifestations,driving factors,and process mechanisms of value co-creation by users of animal product traceability information service systems were proposed.A research framework for value co-creation in traceability systems was constructed,deepening and expanding the relevant theories of value co-creation.Second,the influence factors of value co-creation by users of animal product traceability systems were explored and revealed using the grounded theory research method,deepening the theoretical research on value co-creation in animal product traceability.Third,by constructing a behavioral model of consumer participation in value co-creation and conducting empirical verification,the internal motivations and external influencing mechanisms of consumer participation in value co-creation behavior were revealed,filling the gaps in related research.Fourth,a TOE theoretical model of enterprise participation in value co-creation was constructed based on the characteristics of animal product supply chains.The behavioral mechanisms of enterprise participation in value co-creation were revealed through empirical validation,filling the gaps in related research.Fifth,through practical research,the value propositions and co-creation characteristics of traceability systems in different stages of evolution were analyzed.The participation of consumers and enterprises in value co-creation in traceability systems was analyzed,and a value co-creation ecological model and value realization path for animal product traceability information service systems were constructed and revealed,providing important references for the development and promotion of traceability systems.