Value Co-Creation Outcomes Under Multi-Level Drivers: Case Study of Agricultural E-Commerce Ecosystems

The aims of this article were to explore value co-creation outcomes in agricultural e-commerce service ecosystems and to identify the domains of ecosystem actors and their roles. We adopted a multiple-case analysis approach, focusing on four small agribusinesses in Taiwan which can be considered low-resource actors. We found that outcomes of value co-creation include customer experience, ecosystem identity, delivery, profit-sharing, and increasing overall ecosystem momentum. We conceptualized these outcomes using a multi-level driving force framework, with focal firms serving as facilitators and governments acting as enablers to co-create value. Within this framework, there are two pathways to value co-creation: the market-driven path and the policy-guided path. The government plays the roles of trigger, supervisor, and inclusive development enhancer. Our findings contribute to the conceptualization of value co-creation in e-commerce service ecosystems, particularly for the context of low-resource actors.