Commerce électronique et co-création de valeur : n’oubliez pas de payer ce que vous donnez !

Despite the importance of co-creating value in the actual business models, few studies have focused specifically on the phenomenon. First, the concept of value co-creation of value is precisely defined. Then, the authors work to develop criteria for assessing the co-creation of value. The study, based on a netnographic approach, deepens 12 exploratory cases. Three matrix emerges from the analysis. They allow categorizing the forms of co-creation of value. Finally, a deeper analysis of three cases allows us to propose a unifying model (called 3COM). It incorporates the logic of "gift" and "boundary objects" to explain the dynamics of co-creation of value from a sociological perspective.