ABSTRACT

Digital transaction platforms are reconfiguring how customers and suppliers interact and transact. This evolution challenges the applicability of some of the canonical concepts and theories inherited from businesses focusing on dyadic customer-firm relationships. In this respect, we know very little about the extent to which business concepts, such as the customer value proposition (CVP), can capture the dynamics of multi-actor digital platforms. The purpose of this study is thus to explore how value can be proposed in digital transaction platforms. To illustrate and capture the complexity and diversity of digital transaction platforms’ current value propositions, we identify, compare, and analyze the CVPs of 58 digital transaction platforms worldwide. As a result, we introduce and define the construct of the actor value proposition (AVP) as a distinct and critically important concept for understanding and managing value creation in digital transaction platforms. This study is among one of the first to uncover the mechanisms and dynamics of digital transaction platforms from the point of view of different actors’ value creation.

摘要

数字交易平台正在重新配置客户与供应商之间的交互和交易方式。这种演变挑战了从专注于二进式客户-公司关系的业务继承的一些规范概念和理论的适用性。在这方面，我们对业务概念（例如客户价值主张（CVP））在多大程度上可以捕获多参与者数字平台的动态性了解甚少。因此，本研究的目的是探索如何在数字交易平台中提出价值。为了说明和捕捉数字交易平台当前价值主张的复杂性和多样性，我们确定，比较和分析了全球58个数字交易平台的CVP。因此，我们介绍并定义了参与者价值主张（AVP）的构造，这是一个独特且至关重要的概念，用于理解和管理数字交易平台中的价值创造。这项研究是第一个从不同参与者的价值创造角度揭示数字交易平台的机制和动态的研究之一。