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Purpose: The purpose of this research is to develop a critical analysis of the value co-creation research focused in online shopping settings, based on the academic marketing literature from 2007 to 2017. The identification of main theories, paradigms and constructs, as well as research cliques, helps in establishing the theoretical framework necessary for a relatively incipient research field such as this.
Design/methodology/approach: The research was carried out in four stages, involving both quantitative - bibliometric and bibliographic - and qualitative content analyses.
Findings: The content analysis identified four main research lines: customers as co-creators within the interaction with companies (collaboration and innovation); customer-employee co-creation issues; customers’ interaction with other clients resulting in co-creation, based on recommender systems and eWOM; and, finally, the impacts of social network resources on online shopping behavior. A discerning factor regarding co-creation in online settings is that the advances of technology empowered consumers. Besides, customer co-creation is at the core of online shopping innovations. Understanding the latest advances of value co-creation in online shopping, and what lies ahead of it, is essential for both scholars and marketers in grasping the essentials of the digital commerce structure in the service logic era.
Originality/value: The interactivity provided by the online shopping setting is ideal for value co-creation to flourish. Nevertheless, this is still a new research area, whose studies are scarce. Since understanding the value co-creation process in this dynamic technological landscape is considered one of the top research priorities in services (OSTROM et al., 2015), such a bibliometric study is justified.
Keywords: value co-creation, customer co-creation, online shopping, e-commerce, customer empowerment.