标题：Exploring Value Co-creation in Online Group Buying: A Consumer Perspective
作者：Song Ping; Sun Yueyao
作者机构：[Song Ping] Shandong Univ Sci & Technol, Sch Econ & Management, Jinan 266590, Peoples R China.
会议名称：Exchange Conference on International Marketing Science and Information Technology
会议日期：JUN 02-03, 2012
来源：PROCEEDINGS OF 2012 EXCHANGE CONFERENCE - INTERNATIONAL MARKETING SCIENCE AND INFORMATION TECHNOLOGY
关键词：Group buying; Value co-creation; Business-to-team alliance
摘要：Contemporary business organizations are increasingly turning their attention to jointly creating value with a variety of stakeholders, such as individual customers and other business organizations. However, a review of the literature reveals that very few studies have systematically examined value co-creation within online group buying. This study reveals that there are different mechanisms underlying value co-creation. In addition to providing insights about the phenomenon of co-creation itself, the study contributes to the strategy of value co-creation between a group buying website and its customers.