How Do Customers Create Value for Themselves?

The purpose of this research is to elucidate the customers' value creation through an interaction platform, and to examine the relevance of value creation and marketing. Specifically, we will explain how to capture customers' everyday life where value is generated, what kind of value creation activities occur in the interaction platform, and as a result, what kind of value is created for the customers. To achieve the research purpose, we focused on the interaction platform called "Danmu", and conducted in-depth interviews survey on 18 internet program viewers in China who frequently use "Danmu" (1 hour per person). The interview data was coded and analyzed using Nvivo 10 data analysis software, following the guidelines provided by Corbin and Struss (1999). As the result, we categorized value creation activities into (1) direct interaction, (2) indirect interaction, (3) value creation activities without any interaction. In addition, we categorized customers' value into (1) relation value, (2) approval value, (3) emotional value. Based on the findings above, from the perspective of firms, marketing activities in the platform are identified as (1) direct interaction in the service process where production and consumption proceeded simultaneously, (2) efforts to extend the scope of direct interaction, and (3) managing the context while customer create value for themselves.