What Went Wrong? Unpacking the Cognitive Mechanisms of Co-destruction in Experience-based Platforms

Value co-destruction (VCD) has emerged as a critical concept in service platform ecosystems, especially within experience-based digital platforms where users actively shape their experiences. Despite its relevance, existing research largely focuses on provider failures and passive user feedback. This study addresses that gap through a single case study of the Grand Theft Auto (GTA) franchise. Using the Zaltman metaphor elicitation technique (ZMET), we propose a three-tier framework: platform features and attributes, user experience and VCD outcomes. Findings highlight key experiential bottlenecks that lead to negative consequences such as resource loss and dissatisfaction. The study contributes theoretically to understanding user-driven VCD and offers practical strategies for mitigation. By emphasizing users’ active role in value formation, it underscores the importance of cognitive processes in digital platform ecosystems.