Research on the Business Model of E-commerce Platform based on Value Co-creation Theory

With the rapid development of social media and electronic commerce, the number of people using online shopping is increasing; this trend has promoted the emergence and development of social business. The value of social business is created by users and enterprises, so that value co-creation theory has great significance for the study of social business. In this paper, we analyze interactive process of value co-creation and study the influencing factors. Using empirical analysis, the result shows that website quality, reciprocity and altruism has a positive correlation with customer value creating behavior, however, incentive mechanism doesn’t influence value co-creation behavior. On this basis, we put forward some concrete suggestions to the social business.