Value co-creation and co-destruction of the student experience on online education in e-commerce mode of business to business to consumer

ABSTRACT

Due to the digital revolution, online education based on the B2B2C (Business to Business to Consumer) model is growing Understanding students’ expectations, concerns, and experiences of these courses are crucial to the successful of education. Based on the research framework of value co-creation and value co-destruction and the theory of social practice, this paper adopts online content analysis to study the comment data of Tencent Classroom to establish a theoretical framework of practical value for students’ experience in B2B2C online education. Six categories of value experience are identified, namely, technical effect, online teaching, learning interaction, course support, recommendation, and thanking. Then, based on the practice types of co-creation, co-destruction, co-recovery, and co-reduction, the research reveals value formation in the online teaching experience. Subsequently, the formation of experiential value in the response situation is discussed, and the practice experience of value co-creation and value co-destruction is recognized. This study explores the online education experience of B2B2C mode, which helps to deepen the management of B2B2C mode education. At the same time, this study establishes a thematic framework of value co-creation and co-destruction for online education experience research and provides a new theoretical perspective of management science for related research.

KEYWORDS:

• Student experience
• online education
• value co-creation
• value co-destruction
• B2B2C

Acknowledgements

Thanks to School of Information Sciences, the University of Illinois at Urbana-Champaign for providing the working environment and resources and to Linda C. Smith, School of Information Sciences, for her helpful guidance and support.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The datasets generated during and/or analysed during the current study are available from the corresponding author on reasonable request.

Additional information

Funding

This work was supported by the National Natural Science Foundation of China under [Grant number 71573117]; Philosophy and Social Science Research Projects in Universities of Jiangsu Province under [Grant number 2021SJA0105]; the program B for Outstanding PhD candidate of Nanjing University under [Grant number 201901B010]; Social Science Research Start-up Foundation of Recruiting Talents of Nanjing University of Posts and Telecommunications under[Grant number NYY221042]; and State Scholarship Fund of China under[Grant number 201806190097].

Notes on contributors

Wenfeng Si

Waenfeng Si is currently a lecturer at the Nanjing University of Posts and Telecommunications, China. He has published many papers focused on information management, and has been invited to many important international information management conferences for academic communication, such as PACIS, CSWIM. His research interests include information management, online education, and so on.

Guangwei Hu

Guangwei Hu received a Ph.D. degree from the School of Economic and Management, Southeast University, China. He spent eight years as a practicing IT professional, including serving as a CIO with Anyuan Co., Ltd. He is currently a Professor of MIS at the School of Information Management, Nanjing University, China. He has published in the Journal of American Society for Information Science and Technology (JASIST), Government Information Quarterly (GIQ), International Review of Administrative Sciences (IRAS), Social Sciences of Computer Review (SSCR), and various conference proceedings, such as Conference of Information Science and Management Engineering, Service System and Information Sciences.

Juan Long

Juan Long is a lecturer at Hunan Institute of Traffic Engineering, China. Her research interests are mainly online education. She has won many awards for her educational papers and presided over many educational research projects.