Browse > Article
http://dx.doi.org/10.9716/KITS.2021.20.4.001

A Business Ecosystem Approach for E-commerce Service Innovation  

Kwon, Hyeog In (중앙대학교 경영학부)
Park, Ju Yeon (중앙대학교 일반대학원 문화예술경영학과)
Kim, Ju Ho (중앙대학교 일반대학원 문화예술경영학과)
Publication Information
Journal of Information Technology Services / v.20, no.4, 2021 , pp. 1-21 More about this Journal
Abstract
At a time when the e-commerce market is experiencing accelerated growth, with advancements in information and communications technology (ICT), the problems of distribution of counterfeit products and consumer confusion caused by non-face-to-face purchases have increased. Hence, amid intensifying competition, it has become important for e-commerce companies deliver product information more efficiently, provide differentiated services, and secure credibility for consumers by reducing consumer damage from buying counterfeit products. However, even though consumer confusion and the inadvertent purchase of counterfeit products are intensifying in such a market scenario, there are no services that aim to solve such problems. This study examines the conventional e-commerce industry in South Korea through a political, economic, social, and technological (PEST) analysis, based on in-depth interviews with consumers, to derive the pain and gain points of the industry. As a result, the inherent problems of the e-commerce industry were revealed. Through a service value network perspective, services aimed at resolving such issues were derived, and the e-commerce business ecosystem needed to solve this problem was deduced. The findings revealed that the artificial intelligence-based service support platform has become a major driving force within the e-commerce innovation ecosystem by enabling a new way to create and secure value using ICT. This entails a new exchange mechanism and transaction architecture and a new organizational structure that breaks the barriers between industries.
Keywords
E-commerce; Innovation Ecosystem; Service Value Network; Artificial Intelligence; ICT;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Basole, R.C. and J. Karla, "Value transformation in the mobile service ecosystem : A study of app store emergence and growth", Service Science, Vol.4, No.1, 2012, 24-41.   DOI
2 Basole, R.C. and W.B. Rouse, "Complexity of service value networks : Conceptualization and empirical investigation", IBM Systems Journal, Vol.47, No.1, 2008, 53-70.   DOI
3 Cenamor, J., D.R. Sjodin, and V. Parida, "Adopting a platform approach in servitization : Leveraging the value of digitalization", International Journal of Production Economics, Vol.192, 2017, 54-65.   DOI
4 Granovetter, M., "Economic action and social structure : The problem of embeddedness", American Journal of Sociology, Vol.91, No.3, 1985, 481-510.   DOI
5 Jiang, P., D.B. Jones, and S. Javie, "How thirdparty certification programs relate to consumer trust in online transactions : An exploratory study", Psychologe and Marketing, Vol.25, No.9, 2008, 839-858.   DOI
6 Jung, Y.S. and H.J. Kim, "Analysis of typology and competition of domestic online shopping : Focusing on Naver shopping", Journal of Distribution and Management Research, Vol.22, No.1, 2019, 35-46.
7 Kaplinsky, R. and M. Morris, "Trade policy reform and the competitive response in Kwazulu Natal Province, South Africa", World Development, Vol.27, No.4, 1999, 717-737.   DOI
8 Karpen, I.O., L.L. Bove, and B.A. Lukas, "Linking service-dominant logic and strategic business practice : A conceptual model of a service-dominant orientation", Journal of Service Research, Vol.15, No.1, 2012, 21-38.   DOI
9 Kwon, H.I., J.H. Kim, M.G. Hong, and E.J. Park, "Upcoming services innovation for the home energy management system in Korea", Sustaiability, Vol.12, No.18, 2020, 7261.   DOI
10 Levitt, T., "Production-line approach to service", Harvard Business Review, Vol.50, No.5, 1972, 41-52.
11 Lusch, R.F. and, S. Nambisan, "Service innovation : A service-dominant logic perspective", MIS Quarterly, Vol.39, No.1, 2015, 155-176.   DOI
12 Normann, R., Reframing business : When the map changes the landscape, John Wiley & Sons, Hoboken, NJ, 2001.
13 Lusch, R.F., S.L. Vargo, and M. Tanniru, "Service, value networks and learning", Journal of the Academy of Marketing Science, Vol.38, No.1, 2010, 19-31.   DOI
14 Mitchell, V.W., G. Walsh, and M. Yamin, "Towards a conceptual model of consumer confusion", ACR North American Advances, Vol.32, 2005, 143-150.
15 Nambisan, S., "Complementary product integration by high-technology new ventures : The role of initial technology strategy", Management Science, Vol.48, No.3, 2002, 382-398.   DOI
16 Peppard, J. and A. Rylander, "From value chain to value network : Insights for mobile operators", European Management Journal, Vol. 24, No.2-3, 2006, 128-141.   DOI
17 Porter, M.E., "The five competitive forces that shape strategy", Harvard Business Review, Vol.86, No.1, 2008, 25-40.
18 Porter, M.E., The competitive advantage : Creating and sustaining superior performance, Free Press, New York, 1985.
19 Prahalad, C.K. and V. Ramaswamy, "Co-creation experiences : The next practice in value creation", Journal of Interactive Marketing, Vol.18, No.3, 2004, 5-14.   DOI
20 Rouse, W.B. and R.C. Basole, Understanding complex product and service delivery systems, In : Handbook of Service Science, Springer, Boston, MA, 2010, 461-480.
21 Sawhney, M., G. Verona, and E. Prandelli, "Collaborating to create : The Internet as a platform for consumer engagement in product innovation", Journal of Interactive Marketing, Vol.19, No.4, 2005, 4-17.   DOI
22 Wang, Q. and P. Shukla, "Linking sources of consumer confusion to decision satisfaction : The role of choice goals", Psychology and Marketing, Vol.30, No.4, 2013, 295-304.   DOI
23 Tiwana, A., B. Konsynski, and A.A. Bush, "Research commentary-Platform evolution : Coevolution of platform architecture, governance, and environmental dynamics", Information Systems Research, Vol.21, No.4, 2010, 675-687.   DOI
24 Walsh M, "Social networking sites fuel E-commerce traffic", MediaPost, 2007, https://www.mediapost.com/publications/article/52207/social-networking-sites-fuel-e-commercetraffic.html.
25 Walsh, G., T. Hennig-Thurau, and V.W. Mitchell, "Consumer confusion proneness : Scale development, validation, and application", Journal of Marketing Management, Vol.23, No. 7-8, 2007, 697-721.   DOI
26 Witell, L. and M. Lofgren, "From service for free to service for fee : business model innovation in manufacturing firms", Journal of Service Management, Vol.24, No.5, 2013, 520-533.   DOI
27 Nalebuff, B.J. and A.M. Brandenburger, "Coopetition : Competitive and cooperative business strategies for the digital economy", Strategy Leadersh, Vol.25, No.6, 1997, 28-34.   DOI
28 Lu, B., W. Fan, and M. Zhou, "Social presence, trust, and social commerce purchase intention : An empirical research", Computer in Human Behavior, Vol.56, 2016, 225-237.   DOI
29 Walsh, G. and V.W. Mitchell, "The effect of consumer confusion proneness on word of mouth, trust, and consumer satisfaction", European Journal of Marketing, Vol.44, No.6, 2010, 838-859.   DOI
30 Wang, J., J.Y. Lai, and L.C. Hsiao, "Value network analysis for complex service systems : A case study on Taiwan's mobile application services", Service Business, Vol.9, No.3, 2015, 381-407.