A Study On Value Co-Creation Behavior Of College Students In E-Learning Platforms Based On Service Ecosystem Perspective

Digitalization has profoundly affected all aspects of our real life,and the resulting scientific,technological and institutional attributes have contributed to the transformation of industries and economic development.For the higher education industry,digital transformation presents both opportunities and challenges for itself,prompting a reconsideration of the complex relationships among multiple actors involved in educational service activities.Studying the value co-creation motives,processes and behaviors of higher education industry from the perspective of service ecosystem can help higher education industry change its thinking on value creation,to better adapt to the digital age,to maximize the use of educational resources,and thereby promote educational equity and quality improvement.In the introduction,we first explain the background and significance of the study,and then revised on the basis of a careful review of the current state of relevant national and international research.The relevant theoretical part elaborates and explains the concepts of value co-creation,the service ecosystem,and the technology acceptance model involved in this article in order to provide theoretical guidance for future research.Secondly,this paper presents a picture of the ecological structure of the education service ecosystem in the context of digitalization,this paper identifies the five main participating topics of the education service ecosystem-learners,operators,partners,employees and society,analyses the value requirements of each of the five topics and the form of value co-creation between two topics,develops a model of the educational service ecosystem value co-creation process based on this,and analyses the motives and pathways for multiple subjects’ participation in value co-creation in order to form a cognitive understanding of the process of co-creating the value of the educational service ecosystem.Thirdly,in this paper,learners from the educational service ecosystem are chosen as the research topic,takes UTAUT theory to be the fundamental research theory of the empirical part,coupled with features of higher education service activities in the digital context,constructs a research model,and conducts research design and empirical analysis.In the model construction,the variables of the original UTAUT model were adjusted to add two variables,namely individual innovation and perceived risk,and in this article,we used the structural equation model to analyze and investigate valid questionnaire data.College students from different regions were selected as the primary objects of research for this study,took online learning platform as the bearer media of the education service ecosystem,and comprehensively used statistical analysis software to conduct statistical analysis of the data.To test the degree of influence of the factors proposed by the model on value co-creation intention and behavior.The conclusion of the empirical study highlights that among the key factors affecting the value co-creation behavior of college students’ online learning platform,the expectation of performance,individual innovativeness and social influence have a positive impact on value cocreation intention,while perceived risk has a negative effect.All four variables positively affect value co-creation participation behavior and value co-creation citizenship behavior through value co-creation intent.Enabling conditions directly and positively influence value co-creation participation behavior and value co-creation citizenship behavior.The positive effects of effort expectancy on value co-creation intention and value co-creation behavior are not valid.Finally,the paper concludes with an analysis of the results of the empirical investigation into the factors influencing value co-creation behavior of the education service ecosystem,and five countermeasures are summarized and suggested to promote the development of education service ecosystems,in order to improve the quality of teaching and promote educational equality: first,optimize the platform functions and enhance performance expectations;second,empower education with technology and promote digital upgrading;third,increase publicity and enhance social influence;fourth,protect user privacy and strengthen the safeguard mechanism;and fifth,promote the collaboration of subjects and promote the sustainable development of education service ecosystem.This study tentatively explores the motivation and process of value co-creation of multiple actors in the education industry,broadening the research scope of value cocreation theory.It creatively studies the value co-creation of learners in the context of higher education from a new perspective of service ecosystem,enriching the study of value co-creation theory of service ecosystem and providing important insights for effective value co-creation of multiple participating actors in the digital context.