Value Co-creation Perception Experience,Digital Platform Interaction Scene and Disruptive Innovation
The advancement of digital technology has significantly facilitated the market upgrading of consumers in society,necessitating enterprises to adhere to the new concepts of consumers and keep up with the current trends in order to develop business models that are deeply integrated with digitalization and intelligence.Particularly when faced with the formidable technical prowess and market advantages possessed by multinational corporations,Chinese local enterprises need to establish novel development advantages through disruptive innovation.Representatives such as Xiaomi and Huawei have introduced disruptive innovation models into the local market by incorporating new technologies and products,thereby offering customers high-quality yet affordable products or services,ultimately becoming dominant players in the local market.Furthermore,it redefines both the definition and role of consumers and enterprises from a simple buyer-seller relationship to a mutually beneficial partnership.Therefore,the disruptive effect of the product is directly related to the perceptual experience of the process of customer value co-creation.How to enhance the perceptual experience of customer participation in value co-creation plays a crucial role in improving the level of disruptive innovation.At the same time,under the current background of digital transformation,digital platforms have become an important scene for information exchange and value exchange between enterprises and customers,and digital interaction scenes have also become a strong guarantee for value co-creation.Based on the above research,aim to analyze the influence mechanism of customers'participation in value co-creation perception experience on disruptive innovation.With digital platform interaction scenario as the intermediary variable,platform intervention degree as the moderating variable,and disruptive innovation effect as the result variable,a research model of"value co-creation perception-platform interaction scenario-disruptive innovation"is constructed.Based on the questionnaire survey,the customers participating in the value co-creation of digital platforms are investigated,and the theoretical model is tested by multiple regression analysis.The perceived experience of customers participating in value co-creation and the influencing factors and formation mechanism of disruptive innovation in the interactive scenarios of digital platforms is discussed,including antecedent variable interest,sociability,self-efficacy and unique perceived experience,intermediary variable digital platform interaction scenario,and moderating variable platform intervention degree and dependent variable disruptive innovation.A total of 389 valid samples are obtained.Taking customers participating in value co-creation activities of digital platforms as research objects,the following conclusions are drawn through empirical analysis:(1)Value co-creation perception experience(profit sex awareness experience,social sex awareness experience,self-efficacy sex awareness experience,unique perception experience)and digital platform interaction scenarios have significant positive effects on disruptive innovation.(2)Digital platform interaction scenario has a partial mediating effect between the four levels of value co-creation perception experience and disruptive innovation.(3)The degree of platform intervention has a positive moderating effect between knowledge experience of interest and disruptive innovation,and a negative moderating effect between sociability,self-efficacy,unique perceived experience and disruptive innovation.
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