Zhu Yi, Wang Peng, Duan Wenjie
Business School, Shanghai Jianqiao University, Shanghai, China.
International Governance Research Center for Cyberspace, Fudan University, Shanghai, China.
Front Psychol. 2022 Apr 1;13:791167. doi: 10.3389/fpsyg.2022.791167. eCollection 2022.
Value co-creation (VCC) goes through the stage of co-production, customer experience, service-dominant logic, and service ecosystem. The integration of science and technology has become a key factor to the process of VCC. The rise and application of artificial intelligence (AI) technology has added a new driving force to VCC and began to affect its original practical logic. Based on the consumer perspective, this study uses Q-methodology to measure consumer cognitive attitude toward the use of AI technology in VCC, aiming to explore the key factors that affect VCC. The study found that content quality, information security, efficiency concern, and degree of manipulation have become the important concerns of consumers for VCC under AI integration. Moreover, their different statements have their specific focus and direction. The study demonstrates and analyzes the importance of the four factors and proposes the combination of human and non-human actors (technology and system) to shape the new model of VCC in the future, which is worth further deepening and exploring for academia and enterprises.
价值共创（VCC）经历了共同生产、客户体验、服务主导逻辑和服务生态系统等阶段。科技融合已成为价值共创过程的关键因素。人工智能（AI）技术的兴起与应用为价值共创增添了新动力，并开始影响其原有的实践逻辑。本研究从消费者视角出发，运用Q方法来衡量消费者对在价值共创中使用人工智能技术的认知态度，旨在探索影响价值共创的关键因素。研究发现，内容质量、信息安全、效率关切和操控程度已成为人工智能融合背景下消费者对价值共创的重要关注点。此外，他们的不同表述有其特定的侧重点和方向。该研究论证并分析了这四个因素的重要性，并提出了人类与非人类行为体（技术和系统）相结合的方式，以塑造未来价值共创的新模式，这值得学术界和企业进一步深入探讨。
