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| The Process of Value Co-creation Behavior about Online Live Shopping in E-commerce Platform Based on the Taobao Live Shopping |
| PEI Xueliang，DENG Huimei |
| 1. Huaqiao University, Quanzhou, Fujian, China; 2. Shanghai University, Shanghai, China |
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Abstract This study explores new theoretical and practical problems that online live shopping focuses on three elements of “human-commodity-context” within an online real-time situation. Thus, this paper takes Taobao as the research object, uses the value co-creation theory to establish a research framework to explore the process of value co-creation behavior of online live shopping in e-commerce platform. Structural equation model was used to test and verify the hypothesis, and the results show that: ① e-commerce platform needs to actively put forward value proposition, and carefully treat the degree of profits in value proposition; ② value co-creation behavior needs to focus on product interaction and media interaction, and balance the degree of interpersonal interaction; ③ value proposition can significantly promote product interaction and interpersonal interaction, but has no effect on media interaction.
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Received: 24 December 2019
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