Business Model Innovation of IT-Enabled Customer Participating in Value Co-Creation Based on the Affordance Theory: A Case Study

This study uses the structured–pragmatics–situational case approach to explore intrinsic mechanism of enterprise digital enablement using affordance theory and how traditional enterprises enable customers participate in value co-creation through information technology, then realize business model innovation maintain continuous consumption. The revealed following: (1) Product drives customers’ original willingness engage four dimensions: economy, reliability, uniqueness, selectivity; (2) visibility, convenience, association, persistence platform enhance users’ abilities co-creation; (3) interaction affordance, structural enablement, capability (4) User participation behaviors can be divided into three dimensions (informational, actionable, attitudinal participation)and stages. findings explain use IT promote customer enrich theories enablement. conclusions reveal managerial implications ways, paths, by enabling co-creation.