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Towards a Taxonomy of E-commerce: Characterizing Content Creator-Based Business Models
Linköping University, Department of Management and Engineering, Project Innovations and Entrepreneurship. Linköping University, Faculty of Science & Engineering.
Linköping University, Department of Management and Engineering, Project Innovations and Entrepreneurship. Linköping University, Faculty of Science & Engineering.ORCID iD: 0000-0002-5427-3560
Linköping University, Department of Electrical Engineering, Information Coding. Linköping University, Faculty of Science & Engineering.
2019 (English)In: Technology Innovation Management Review, ISSN 1927-0321, E-ISSN 1927-0321, Vol. 9, no 10, p. 62-77Article in journal (Refereed) Published
Abstract [en]

Currently, new business models can be observed in content creator-based e-commerce. The research on e-commerce has grown rapidly and new concepts have emerged such as social commerce, platforms, and user-generated content. However, no overarching perspective has yet been formulated for distinguishing new content creator-based business models within e-commerce. The aim of this paper is therefore to characterize content creator-based business models by formulating a taxonomy of e-commerce based on a structured literature review of the concepts mentioned above. The results of our study point toward eight types of content creator-based business models. Our paper outlines theoretical and practical implications for the emerging phenomenon of content creator-based business, which we refer to as intellectual commerce. In addition, we describe 19 concepts related to Web 1.0, Web 2.0, and e-commerce.

Place, publisher, year, edition, pages
Ottawa, Canada: Carleton University , 2019. Vol. 9, no 10, p. 62-77
Keywords [en]
Content creator-based business models, e-commerce, social commerce, consumer-to-business, multisided platforms, user-generated content, content creators, intellectual commerce, personal data, human-centered data economy
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-161901DOI: 10.22215/timreview/1276OAI: oai:DiVA.org:liu-161901DiVA, id: diva2:1369466
Available from: 2019-11-12 Created: 2019-11-12 Last updated: 2020-03-16Bibliographically approved
In thesis
1. Mind Your Own Business: Understanding and characterizing value created by consumers in a digital economy
Open this publication in new window or tab >>Mind Your Own Business: Understanding and characterizing value created by consumers in a digital economy
2020 (English)Licentiate thesis, comprehensive summary (Other academic)
Abstract [en]

In the context of what is commonly referred to as consumer-centric digital economy, personal data has become the new currency which is utilized by consumers to be granted access to seemingly “free apps” within so-called digital zero-price markets. Simultaneously, there are consumers, known as “content creators”, who can generate million-dollar revenues annually. The current understanding of how consumers create and capture value within this new digital economy is scarce and more research is needed to systematically build a basis for creating an understanding of value creation and capture in the consumer-centric digital economy, based on a consumer perspective. The purpose of this dissertation is consequently to explore how consumers create and capture value within a consumer-centric digital economy. The explorative study also serves to obtain an initial overview of the phenomenon and the widely dispersed literature which spans different research fields. The collected data constitute more than 500 articles in combination with empirical data collected from websites.

Based on the current literature, central concepts related to consumer-centric digital economy are explained. These include for instance Web 2.0, user-generated content and the consumerto- business relationship. The different concepts are discussed in relation to each other and a trend analysis shows that these concepts are on the rise and have become increasingly popular.

The results show that consumers within the digital economy may take different roles, and some create value as business-oriented consumers (i.e., consumers who have a commercial interest). For instance, they make a business out of their participation in the digital economy. Examples are YouTubers, bloggers or creators in virtual worlds such as Second Life. Another, probably larger category is characterized as traditional consumers, for instance they participate in the digital economy through their use of seemingly “free” apps but do not reap any direct monetary benefits. By sharing their personal data, they take part in value creation in a more passive way. The findings also indicate that the level of control, e.g. determined by whether or not value is created within the digital platform, may characterize the prerequisites for value capture. Based on this, a taxonomy for value creation and value capture by consumers in the digital economy is developed. The study also identifies different business model types for business-oriented consumers.

Abstract [sv]

I samband med vad som benämns konsumentcentrisk digital ekonomi har persondata blivit den nya valutan som används av konsumenter för att få tillgång till tillsynes gratis applikationer inom så kallade digitala nollprismarknader. Samtidigt finns det konsumenter, så kallade innehållsskapare (content creators), som kan generera intäkter som uppgår till flera miljoner euro per år. Den nuvarande förståelsen för hur konsumenter skapar och fångar värde inom denna nya digitala ekonomi är begränsad, varför det behövs mer forskning för att systematiskt bygga upp en grund för att skapa förståelse för värdeskapande och värdeåterföring inom den konsumentcentriska digitala ekonomin utifrån ett konsumentperspektiv. Syftet med denna avhandling är följaktligen att undersöka hur konsumenter skapar och fångar värde inom en konsumentcentrisk, digital ekonomi. Den explorativa studien bidrar också till att ge en initial översikt över fenomenet och den spridda litteraturen som sträcker sig över olika forskningsområden. Datainsamlingen utgörs av mer än 500 artiklar i kombination med empiriska data som har insamlas från webbplatser.

Baserat på aktuell litteratur förklaras centrala koncept som relaterar till konsumentcentrisk, digital ekonomi. Dessa koncept inkluderar bland annat Web 2.0, ”User-generated content” och ”consumer-to-business”-relationen. De olika koncepten har ställts mot varandra och en trendanalys av dem visar att de blivit allt populärare.

Resultaten påvisar att konsumenter inom den digitala ekonomin kan ta på sig olika roller, som exempelvis affärsinriktade konsumenter (d.v.s. konsumenter som har ett kommersiellt intresse). Till exempel skapar de affärer utifrån sin delaktighet i den digitala ekonomin. Det kan handla om YouTubers, bloggare eller skapare inom virtuella världar såsom Second Life. En annan och troligtvis större kategori kan karaktäriseras som passiva konsumenter, utifrån sin delaktighet i den digitala ekonomin genom användandet av till synes ”fria” appar, där de inte skördar några direkta monetära fördelar. Genom att ge tillgång till persondata så bidrar de på ett passivt sätt till värdeskapande. Resultaten påvisar också att möjligheterna att fånga värdet bestäms av om värdeskapandet har skett inom, eller utanför, ramarna för den digitala plattformen. Baserat på detta, har en taxonomi för konsumenters möjlighet att skapa och fånga värden inom den digitala ekonomin utarbetats. Studien identifierar även olika affärsmodeller för affärsinriktade konsumenter.  

Place, publisher, year, edition, pages
Linköping: Linköping University Electronic Press, 2020. p. 96
Series
Linköping Studies in Science and Technology. Licentiate Thesis, ISSN 0280-7971 ; 1873
Keywords
e-commerce, digital economy, Web 2.0, consumer-centric, personal data, content creators, user-generated content, business models, value creation, value capture, digital platforms, digital zero-price markets, blockchain technology, human-centered data economy
National Category
Information Systems, Social aspects
Identifiers
urn:nbn:se:liu:diva-164307 (URN)10.3384/lic.diva-164307 (DOI)9789179298883 (ISBN)
Presentation
2020-04-03, ACAS, A-building, Campus Valla, Linköping, 14:15 (Swedish)
Opponent
Supervisors
Available from: 2020-03-16 Created: 2020-03-16 Last updated: 2020-03-27Bibliographically approved

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Mileros, Martin DanielLakemond, NicoletteForchheimer, Robert

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