How complementor partners add value to e-tailers?
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- Master Thesis 
The emerging technology and concept of web 2.0 impact the value creation model of E-tailers nowadays. The past decade has seen the rapid development of complementors in the e-tailing market. To explore the way how complementor partners add value to E-tailers, I propose a value added model of complementors following an induction research approach based on value creation theories and relevant literature review. The complementors add value to E-tailers through four value driver factors, namely trust, loyalty, efficiency and innovation. My study also provides an elaborate explanation for the model mechanism and develops a set of propositions which reveal the relations between variables. Furthermore, a case study of two Chinese E-tailers, JD.com and Suning.com, is used to verify and modify the value added model. The result turns out that most of the propositions are verified in these two E-tailers.