Destroy or Promote?——An Evolutionary Game Analysis of Customer Participation in Value Interaction Creation
As the core subject of value co-creation,customers are involved in the interaction to achieve the sharing of resources and mutual benefit of value multiplication.Based on the service dominant logic and value creation theory,the evolutionary game model of customer participation in value interaction creation of Xiaomi Company was constructed with the help of Matlab 7.0 software,and the evolutionary process and influencing factors of customer-enterprise interaction decisions were simulated and verified.The study shows that customer participation in value interaction creation will generate two evolutionary scenarios:"value co-creation to promote a lot"and"value co-breaking to destroy a lot".Among them,the input cost of both parties,the co-creation benefit and the benefit distribution coefficient decided by the enterprise are the keys to influencing the value creation and breakage,and the corresponding suggestions are made to help the enterprise realize value interaction and co-creation with customers.
customer participation and interactionevolutionary gamevalue co-creationvalue co-breakinginfluencing factors