A Study on the Mechanisms of Consumer Value Co-Creation in the Digital Economy

DOI: https://doi.org/10.62517/jel.202514504

Author(s)

Zixuan Gao*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

With the rapid development of the digital economy, consumers’ roles in value creation have gradually shifted from passive recipients to active participants, making value co-creation an essential mechanism for corporate brand management and innovation. This paper aims to explore the mechanisms of consumer value co-creation in the digital economy, analyzing its antecedent conditions, process characteristics, and outcome effects. Using literature review and theoretical analysis methods, the study systematically reviews the driving factors of consumer value co-creation, the supporting role of digital platforms, and corporate guidance strategies, and then constructs a theoretical analysis framework. The findings indicate that the realization of consumer value co-creation relies on three key mechanisms: motivational drivers, digital platform support, and corporate collaborative guidance. Its process includes information sharing, collaborative innovation, and emotional connection, while its outcomes are reflected in enhanced consumer experiences, increased brand value, and improved corporate competitiveness. Based on these insights, this paper suggests that companies in the digital economy should build open platforms, optimize interactive mechanisms, and reasonably incentivize consumers to foster long-term value co-creation, while also providing a theoretical reference for future research.

Keywords

Digital Economy; Consumer Value Co-Creation; Brand Management; Digital Platforms; Corporate Innovation

References

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