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Enhancing User Engagement in Electronic Commerce Through the Transition to a Digital Ecosystem
Umeå University, Faculty of Social Sciences, Department of Informatics.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Electronic Commerce (EC) companies are faced with a highly competitive environment today. Strengthening user engagement in digital ecosystems is a promising approach to increasing value co-creation. However, enterprise-oriented user engagement strategies examined in previous studies are relatively inadequate to meet today’s expectations. This paper looks to answer the question, “how to effectively strengthen user engagement to acquire a sustainable value co-creation system in EC.” A plausible user engagement strategy was revealed by analyzing a single case study in the music sector based on details of a digital ecosystem. Semi-structured interviews performed with company Xiami along with their users, show that the recognition of user-oriented needs and the expansion of user-driven demands are two key aspects for EC companies to maintain a sustainable growth of value co-creation.

Place, publisher, year, edition, pages
2016. , 33 p.
Informatik Student Paper Master (INFSPM), SPM 2016.31
Keyword [en]
Electronic Commerce, User engagement, Digital ecosystem, User need, Value co-creation, Value analysis
National Category
Information Systems, Social aspects
URN: urn:nbn:se:umu:diva-124532OAI: diva2:952641
External cooperation
Educational program
Master's Programme in IT Management
Available from: 2016-08-15 Created: 2016-08-15 Last updated: 2016-08-15Bibliographically approved

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