How value co-creation in social platforms leads to participating companies’ competitive advantage and performance = 소셜플랫폼에서의 가치공동창조가 참여기업의 경쟁우위와 성과에 미치는 영향

다국어 초록 (Multilingual Abstract)

This research aimed at studying how much influence long-term performance will receive from the relationship between value co-production of value co-creation activity, value-in-use and sustainable competitive advantage. This research selected knowledge sharing, equity and interaction as sub-variables of value co-creation in order to identify value co-creation activity and long-term performance in a marketing that is implemented by using social platform. Autonomy, competence and relationship were used as sub-elements of value-in-use, and differentiation advantage and cost advantage were selected to evaluate sustainable competitive advantage. The relationship with long-term performance was studied.
This study found that value co-production had influence on value-in-use, and value-in-use had positive influence on sustainable competitive advantage. Furthermore, sustainable competitive advantage showed having an integrated relationship to elicit long-term performance. Therefore this study implies that value co-creation activities could bring long-term performance through acquisition of sustainable competitive advantage theoretically and practically.
As an initial study about value co-creation activity in social platform environment, this study aimed at exploring the relationship between several variables relating to value co-creation by company and customer. However lots of limitations existed because the previous works considering online environment were actually scarce. Therefore, in further study, each variable representing distinctiveness of social platform needs to be refined and studied. This research studied on value co-production, which is value co-creation activity for B2B (Business-to-Business) based marketing utilizing Facebook, Instagram, Kakao Story, Twitter and Blog, value-in-use and sustainable competitive advantage.

목차 (Table of Contents)

• Table of Contents
• ChapterⅠ. INTRODUCTION -------------------------------------------------09
• 1. Background -----------------------------------------------------------------------09
• 2. Research Purposes ------------------------------------------------------------------17
• Chapter Ⅱ. LITERATURE REVIEW ---------------------------------------23
• 1. Service Dominant Logic ---------------------------------------------------------25
• 2. value co-creation ------------------------------------------------------------------27
• 2.1 value co-production ----------------------------------------------------------32
• 2.1.1 Knowledge Sharing ------------------------------------------------32
• 2.1.2 Equity ----------------------------------------------------------------33
• 2.1.3 Interaction -----------------------------------------------------------35
• 2.2 value-in-use ---------------------------------------------------------------36
• 2.2.1 Autonomy -----------------------------------------------------------37
• 2.2.2 Competence ---------------------------------------------------------37
• 2.2.3 Relationship ---------------------------------------------------------38
• 3. Sustainable Competitive Advantage --------------------------------------------39
• 3.1 Differentiation Advantage ------------------------------------------------42
• 3.2 Cost Advantage ---------------------------------------------------------------44
• 4. Long-term Performance ----------------------------------------------------------45
• 5. Type of Service -------------------------------------------------------------------46
• Chapter Ⅲ. RESEARCH METHOD -----------------------------------------48
• 1. Research Model -------------------------------------------------------------------48
• 2. Research Hypotheses -------------------------------------------------------------50
• 2.1 Relationship between value co-production and value-in-use ----------50
• 2.2 Relationship between value-in-use and sustainable competitive advantage ----------------------------------------------------------------------53
• 2.3 Relationship between differentiation advantage and long-term performance -------------------------------------------------------------------55
• 2.4 Relationship between cost advantage and long-term performance ----56
• 2.5 Relationship with hypotheses in which service type is suggested -----57
• 3. Measurements ---------------------------------------------------------------------58
• 3.1 Value co-production ----------------------------------------------------------58
• 3.2 Value-in-use -----------------------------------------------------------------60
• 3.3 Sustainable Competitive Advantage ---------------------------------------62
• 3.4 Long-term Performance -----------------------------------------------------63
• 4. Data Collection and Analysis ----------------------------------------------------64
• Chapter Ⅳ. RESULTS -----------------------------------------------------------67
• 1. Characteristics of Samples -------------------------------------------------------67
• 2. Validity and Reliability -----------------------------------------------------------69
• 2.1 Confirmatory Factor Analysis ----------------------------------------------69
• 2.2 Reliability and Validity Analysis -------------------------------------------69
• 3. Hypothesis Testing ----------------------------------------------------------------72
• 4. Multigroup Analysis --------------------------------------------------------------76
• Chapter Ⅴ. CONCLUSION AND IMPLICATION -----------------------81
• 1. Summary of Research Results ---------------------------------------------------81
• 2. Implications ------------------------------------------------------------------------83
• 2.1 Theoretical Implications -----------------------------------------------------83
• 2.2 Practical Implications --------------------------------------------------------84
• 3. Limitations and Future Research ------------------------------------------------88
• 3.1 Limitations --------------------------------------------------------------------88
• 3.2 Future Research --------------------------------------------------------------89
• Reference -------------------------------------------------------------------------------------90
• Abstract (English) --------------------------------------------------------------------------102
• Abstract (Korean) --------------------------------------------------------------------------104
• Appendix 1. Indirect effect test ----------------------------------------------------------106
• Appendix 2. English Questionnaire -----------------------------------------------------108
• Appendix 3: Korean Questionnaire ------------------------------------------------------118