Scholarlink

<p>Digital platforms invest in generative AI (GenAI) for users’ value creation. This study distinguishes value co-creation (VCC) and independent value creation (IVC) models, focusing on IVC platform strategies. It innovatively incorporates GenAI’s unique features, human-AI interaction quality (HIQ) and post-training based on human feedback (PTHF), into a two-period analytical model in a two-sided market. Employing factors in the AI Device Use Acceptance (AIDUA) model to measure user utility from HIQ and incorporating the effects of PTHF, we consider cross-side network externality and users’ participation and analyze the competition between two IVC platforms (the incumbent and the entrant). Findings show the incumbent’s GenAI investment is influenced by user expectancies and hedonic motivation; switching costs, PTHF, and the incumbent’s investment benefit it but harm the entrant; higher HIQ in GenAI gives the platform an edge in entry accommodation. Our findings enhance understanding of GenAI-enabled IVC platforms.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

How does generative AI impact the platforms’ competition strategies? The effects of human-AI interaction and human feedback

  • 期刊论文

  • 发表日期：

    2026年1月31日

查看全文
  • Yudi Chen,
  • Jing Wu

摘要

Digital platforms invest in generative AI (GenAI) for users’ value creation. This study distinguishes value co-creation (VCC) and independent value creation (IVC) models, focusing on IVC platform strategies. It innovatively incorporates GenAI’s unique features, human-AI interaction quality (HIQ) and post-training based on human feedback (PTHF), into a two-period analytical model in a two-sided market. Employing factors in the AI Device Use Acceptance (AIDUA) model to measure user utility from HIQ and incorporating the effects of PTHF, we consider cross-side network externality and users’ participation and analyze the competition between two IVC platforms (the incumbent and the entrant). Findings show the incumbent’s GenAI investment is influenced by user expectancies and hedonic motivation; switching costs, PTHF, and the incumbent’s investment benefit it but harm the entrant; higher HIQ in GenAI gives the platform an edge in entry accommodation. Our findings enhance understanding of GenAI-enabled IVC platforms.