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Value Co-Creation and Value Co-Destruction – A Case of Online Consumption

Author

Listed:
  • Dziewanowska Katarzyna
  • Kacprzak Agnieszka

    (Uniwersytet Warszawski, Wydział Zarządzania, Katedra Marketingu, Szturmowa 1/3, 02-678Warszawa, Poland)

Abstract

Research background: The paper focuses on value co-creation and co-destruction during online consumption. The current understanding of the concept of value is based on the premise that value emerges from interactions leading to exchange among multiple actors, including customers and companies. This implies the active role of all participants and leads to diversified outcomes, both positive (value co-creation) and negative (value co-destruction). The phenomenon of value co-destruction is studied in the context of online consumption, which is particularly suitable as it allows for consumer proactivity and participation in the process of exchange.

Suggested Citation

  • Dziewanowska Katarzyna & Kacprzak Agnieszka, 2020. "Value Co-Creation and Value Co-Destruction – A Case of Online Consumption," Folia Oeconomica Stetinensia, Sciendo, vol. 20(2), pages 82-94, December.
    • Handle: RePEc:vrs:foeste:v:20:y:2020:i:2:p:82-94:n:24
    DOI: 10.2478/foli-2020-0037
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    More about this item

    Keywords

    value; co-creation; co-destruction; online consumption; young consumers;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • E20 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - General (includes Measurement and Data)

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