Research On Value Creation Mechanism Of Logistics Platform Ecosystem Based On Grounded Theory

The accelerated development of information technology and platform economy has promoted the integration of the Internet and traditional logistics industries,and the rapid rise of logistics platform enterprises that provide information matching and online matching services for road transportation.After experiencing the transformation from information channel innovation to operation mode innovation,platform users have developed from bilateral users to multilateral users,and gradually formed a logistics platform ecosystem.How to create value in a multi-agent logistics platform ecosystem,and how platform enterprises coordinate various entities to achieve value co creation and sustainable development of the system,have become issues of concern to enterprises,and have also caused a research boom in the academic community.Reviewing relevant literature,existing research has mainly explored the logic,path,process,and implementation framework of value creation for logistics platforms and platform ecosystems based on value creation theory,but the mechanism of value creation for logistics platform ecosystems remains to be explored.Placing a logistics platform in the context of the platform ecosystem in which it is located and clarifying the value creation mechanism between multiple participants is conducive to platform enterprises’ business model and mechanism innovation,thereby better creating value.This thesis first combines the theoretical analysis of value creation in logistics platform business,and constructs a value creation driving framework for the logistics platform ecosystem.Secondly,using a qualitative research method based on grounded theory,in-depth interviews and research were conducted with four logistics platform case companies to collect first-hand data and supplement them with secondary materials such as literature,news reports,and academic conferences.Through theoretical sampling through open coding,spindle coding,and selective coding processes until theoretical saturation is reached,a value creation mechanism model of the logistics platform ecosystem is constructed,and the model is explained in combination with interview data.Finally,based on the grounded research results and the elaboration of relevant variables in authoritative journals,research hypotheses are proposed and conceptual models are constructed.Based on the connotation and interrelationship of variables in the conceptual model,and relying on existing mature scales,the variable measurement scale and questionnaire for this thesis were designed.Data were collected using the professional research modeling integration data platform Credamo,and structural equation models were used for hypothesis testing and model fitting.The empirical research results supported most of the research hypotheses.The research results of combining qualitative research and quantitative analysis reveal the value creation path and content of "value proposition value creation value realization" in the logistics platform ecosystem,as well as the value creation mechanism of the platform ecosystem.Members of the logistics platform ecosystem have proposed consistent value propositions such as efficient matching,panoramic collaboration,and co governance and symbiosis.Through the value creation mechanism of resource integration and connection empowerment of core organizers,multiple participants can share resources and complement each other’s advantages,jointly achieving cost reduction and efficiency increase,service innovation,and credit level improvement.The value creation mechanism is represented by an efficient matching value proposition promoting platform resource integration,a platform resource integration mechanism promoting cost reduction,efficiency enhancement,and the realization of service innovation,a panoramic synergy and co governance symbiosis value proposition promoting platform connectivity empowerment,and a platform connectivity empowerment mechanism promoting service innovation and credit enhancement.The value creation mechanism of the logistics platform ecosystem revealed in this thesis enriches theoretical research in the field of value creation of logistics platforms,and provides a reference for platform enterprises to build ecosystems,innovate business models,and create value.