From Value Co-destruction to Value Co-creation in Platform Ecosystems Driven by Blockchain Technology:A Case Study of the JD Blockchain
The service ecosystem faces the risk of value co-destruction in the process of value co-creation by multiple actors.How to manage the co-creation conflict and promote the co-creation of value has become an urgent management problem.The technological advantages of blockchain technology in building consensus and enhancing mutual trust can fundamentally reshape the value creation logic of service ecosystems.This study investigates the phenomenon of value co-destruction within platform ecosystems,using the JD Blockchain as a prominent case study of blockchain application in e-commerce.The objective is to examine its critical role within JD's platform ecosystem and to explore the pathways for value recovery,leveraging blockchain technology to facilitate a transition from value co-destruction to value co-creation.Key findings reveal that the JD Blockchain fosters a multi-subject value co-creation network wherein value is collaboratively generated by various stakeholders,including users,merchants,and platforms.The creation of value in this ecosystem hinges on resource integration and service exchange among participants.Moreover,by addressing antecedents such as digitization gaps,information asymmetry,trust deficits,resource misallocation,and negative motivations,the platform can mitigate value co-destruction,thereby fostering a shift towards co-creation.The inherent mechanism driving this shift is the value recovery facilitated by blockchain's recovery mechanism.Through mechanisms like technical,data,and rule consensus,blockchain promotes resource integration,rebuilds trust,and resolves issues of information asymmetry and incentive insufficiency.The process of transitioning from co-destruction to co-creation follows a logical progression of consensus loss,establishment,and constraint,empowered by blockchain's capacity for interactive consensus and value recovery.The scholarly contributions of this research are threefold.Firstly,enrichment of the theoretical understanding of value destruction,proposing that it is not a temporary outcome but rather exhibits a dynamic relationship shift to value co-creation.This offers a novel perspective on comprehending the essence and characteristics of value destruction.Secondly,exploration of the empowering role of blockchain technology in facilitating the transition from destruction to creation,presenting new approaches and methods for value creation within platform-based enterprises.Aiming at the research gaps related to blockchain and value co-creation,this paper innovates the theoretical model of value co-creation and proposes a three-stage model of platform system value recovery based on blockchain technology.Thirdly,proposing a theoretical model of"value co-destruction,value recovery,value co-creation"from the perspective of value formation,analyzing the logic and stage characteristics of the transition from destruction to creation,revealing the dynamic transformation path between destruction and creation,and summarizing the logical foundation,driving mechanisms,and value transformation paths within this process.This offers a new theoretical framework for understanding the relationship between value co-destruction and value co-creation.This paper aims to advance academic understanding of the mechanisms underlying value co-creation and co-destruction in service ecosystems.It contributes to the theoretical framework for the application of blockchain technology within these ecosystems,offering a technological solution for integrating multi-party consensus and mutual trust.Additionally,it provides service industry managers,particularly those in e-commerce platforms,with strategies to manage co-creation conflicts and foster value co-creation.
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