| The main body in the ecological value creation network is difficult to form synergy and hinder the co-creation of ecological value due to different understanding of the connotation of ecological value of agricultural products,different technical mastery required to realize ecological value,and weak awareness of environmental protection and cooperation.As a new technology in the field of agriculture,e-commerce can break the current situation of information asymmetry and resource mismatch among participants.Through information connection and network interaction,it can reduce the information,technology and cultural gap among subjects and promote the improvement of value co-creation performance.By constructing a theoretical model,this paper takes the network composed of farmers,e-commerce enterprises and government as the research object,and uses grounded theory and structural equation model to analyze the path and influencing factors of value co-creation performance.First of all,using the analysis method of grounded theory,taking Songyang Xiangcha as an example,the three-level coding of open coding,spindle coding and selective coding is carried out on the field survey data,and the connotation and extension of value co-creation performance are explored.The factors that may affect the value co-creation performance are extracted and the theoretical model is constructed.Secondly,the theoretical model and hypotheses are tested by empirical analysis.Finally,based on the above qualitative analysis and empirical analysis,the influencing factors of value co-creation performance and the path of ecological value realization are considered.The main work and research conclusions are as follows :This paper introduces the concept of ecological value realization of agricultural products,including information connection,network interaction,government support,knowledge potential difference,value co-creation performance,etc.,which lays a theoretical foundation for the following empirical research.The realization mechanism of ecological value of agricultural products was analyzed by qualitative and quantitative methods.Using grounded theory to analyze the influencing factors of value co-creation performance and their interrelationships,a theoretical model was constructed from information connection,network interaction,information exchange,technology linkage,cultural identity,and government support,and the model was tested through empirical analysis.The research shows that the factors affecting the performance of value co-creation include information connection,network interaction,information potential difference,technology potential difference,cultural potential difference and government support.Specifically,information linkage includes two dimensions : information technology level and information communication level;network interaction includes two dimensions :interpersonal interaction and human-computer interaction.The information potential difference includes three dimensions : information transmission channel,information breadth and information depth.Technology potential difference includes three dimensions :technology acquisition channel,technology breadth and technology depth.The cultural potential difference includes three dimensions : cultural acquisition channel,cultural depth and cultural breadth;government support includes two dimensions : information support and financial support.Information connection and network interaction are important variables that affect value co-creation performance,and both have a significant positive impact on value co-creation performance;information potential difference,technology potential difference and cultural potential difference play a partial mediating role,and the moderating role of government support plays a role in the path from technology potential difference to value co-creation performance.The results show that information connection and network interaction positively affect value co-creation performance,information potential difference,technology potential difference and cultural potential difference play an intermediary role in the impact of value co-creation performance,and government support plays a positive regulatory role in the path from technology potential difference to value co-creation performance.This suggests that participants in the ecological value creation network should actively carry out network interaction and information exchange,reduce the knowledge potential difference,improve the overall level of the organization,improve the participants ’ own level and the conceptual standards of ecological agricultural products,and promote the improvement of value co-creation performance.Based on the above research,the article may have the following innovations :(1)Theoretical innovation.From the perspective of value co-creation,this paper studies the realization of value and explores how the change of subject knowledge potential difference affects the performance of value co-creation.The realization mechanism model of ecological value of agricultural products is systematically constructed,and the model is verified by combining quantitative and qualitative methods.(2)The research conclusion has some new ideas.Point out the path to realize the ecological value of agricultural products.Under the background of Internet + agriculture,the subjects in the value co-creation network carry out network interaction and information connection,reduce the knowledge gap between the subjects,jointly carry out value co-creation,and finally realize the ecological value of agricultural products. |
