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Article

Business Model Innovation of IT-Enabled Customer Participating in Value Co-Creation Based on the Affordance Theory: A Case Study

by 1,*, 2 and 1
1
Department of E-Business, Business College of Beijing Union University, Beijing 100025, China
2
Department of Archives, College of Applied Arts and Science of Beijing Union University, Beijing 100191, China
*
Author to whom correspondence should be addressed.
Academic Editor: Tachia Chin
Sustainability 2021, 13(10), 5753; https://0-doi-org.brum.beds.ac.uk/10.3390/su13105753
Received: 2 April 2021 / Revised: 10 May 2021 / Accepted: 17 May 2021 / Published: 20 May 2021
(This article belongs to the Special Issue Sustainable Cross-Border Business Models)
This study uses the structured–pragmatics–situational case study approach to explore the intrinsic mechanism of enterprise digital enablement using affordance theory and how traditional enterprises enable customers to participate in value co-creation through information technology, then realize business model innovation and maintain continuous consumption. The study revealed the following: (1) Product affordance drives customers’ original willingness to engage in value co-creation in four dimensions: economy, reliability, uniqueness, and selectivity; (2) The visibility, convenience, association, and persistence of the platform affordance enhance users’ abilities to engage in value co-creation; (3) The interaction of affordance, structural enablement, and digital enablement drives the interaction of willingness and capability to engage in value co-creation; and (4) User participation behaviors in value co-creation can be divided into three dimensions (informational, actionable, and attitudinal participation)and four stages. The findings explain how traditional enterprises use IT enablement to promote business model innovation of customer participation in value co-creation and enrich the theories of digital enablement. The conclusions reveal the managerial implications of the ways, paths, and mechanism of business model innovation by IT enabling customers to participate in value co-creation. View Full-Text
Keywords: business model innovation; value co-creation; IT enablement; affordance business model innovation; value co-creation; IT enablement; affordance
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MDPI and ACS Style

Guo, Y.; Zhu, Y.; Chen, J. Business Model Innovation of IT-Enabled Customer Participating in Value Co-Creation Based on the Affordance Theory: A Case Study. Sustainability 2021, 13, 5753. https://0-doi-org.brum.beds.ac.uk/10.3390/su13105753

AMA Style

Guo Y, Zhu Y, Chen J. Business Model Innovation of IT-Enabled Customer Participating in Value Co-Creation Based on the Affordance Theory: A Case Study. Sustainability. 2021; 13(10):5753. https://0-doi-org.brum.beds.ac.uk/10.3390/su13105753

Chicago/Turabian Style

Guo, Yanli, Yi Zhu, and Jianbin Chen. 2021. "Business Model Innovation of IT-Enabled Customer Participating in Value Co-Creation Based on the Affordance Theory: A Case Study" Sustainability 13, no. 10: 5753. https://0-doi-org.brum.beds.ac.uk/10.3390/su13105753

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