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How users shape markets
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AI
DOI：10.1177/1470593116652004.png)
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Abstract
En 中文
The purpose of this article is to elaborate conceptually on the user-market relationship. Existing research reports a limited user-market relationship, which simultaneously exaggerates and underplays user influence on markets. Assuming a constructivist market studies (CMS) perspective, we argue that the scope of the user-market relationship is broader than developing offers and uses. We conceptualize market shaping as five interrelated subprocesses in which users may be involved as agents: qualifying goods, fashioning modes of exchange, configuring actors, establishing market norms and generating market representations. The extent of user influence in these subprocesses is likely to vary both within a specific market and across markets. By identifying conditions conducive to user involvement in each subprocess, we lay the foundation for empirical research into how users shape markets.
Keywords:
Co-creation
constructivist market studies
market shaping
users
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