Electronic Commerce (EC) companies are faced with a highly competitive environment today. Strengthening user engagement in digital ecosystems is a promising approach to increasing value co-creation. However, enterprise-oriented user engagement strategies examined in previous studies are relatively inadequate to meet today’s expectations. This paper looks to answer the question, “how to effectively strengthen user engagement to acquire a sustainable value co-creation system in EC.” A plausible user engagement strategy was revealed by analyzing a single case study in the music sector based on details of a digital ecosystem. Semi-structured interviews performed with company Xiami along with their users, show that the recognition of user-oriented needs and the expansion of user-driven demands are two key aspects for EC companies to maintain a sustainable growth of value co-creation.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-124532 |
| Date | January 2016 |
| Creators | Yang, Binbin |
| Publisher | Umeå universitet, Institutionen för informatik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Informatik Student Paper Master (INFSPM) ; SPM 2016.31 |
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