隨著Web 2.0網路世代的演進，網路使用者可透過諸多網路應用程式，促進使用者彼此間在網路上的互動，其中最典型的例子為社群網站平台。社群平台的普及化讓愈來愈多電子商務企業，將業務範圍投向社群商務，藉由社群的凝聚力，在平台上廣告行銷，使民眾在廣告吸引下，能連結至企業之網站進行消費。企業為了提升消費者加入網站會員的機會，使用社群平台提供之OAuth 2.0 開放帳號授權登入機制，讓消費者省去帳號註冊的步驟，例如：買家可直接利用Facebook帳號登入成為網站會員進行購物。在帳號共用相關研究中，大多數著重授權技術，以及消費者隱私方面，很少有研究探討關於企業使用帳號共用，讓網路使用者從社群平台快速登入成為公司會員後進行消費，能為彼此帶來什麼共享價值。因此，本研究目的在深入探討電子商務平台、社群網站平台在帳號共用的運作下，企業與平台會員在四個構面下形成的價值以及產生價值共創的經驗。
根據文獻，價值共創經驗的產生有四個構面：溝通（dialouge）、存取（access）、資料透明度（transparency）及利害關係（risk-benefits），簡稱DART。此外，本研究基於網路外部性理論(network externality)大者恆大之效果，認為社群使用者數量增加可提升企業積極經營電子商務與社群平台，進行廣告與網站連結等行銷策略，消費者在社群平台的購物行為更加促進雙方的價值共創。本研究方法結合企業商業模式的發展，採用質性研究的深度訪談法之半結構式訪談法進行，同時參考脈絡設計(Contextual design)中之「角色互動模型(flow model)」進行。本研究獲得企業以及消費者兩部分之訪談逐字稿，皆進行主軸編碼分析，企業訪談者另外提供商業模式圖，以具體說明使用帳號共用的電子商務、社群網路平台，與會員互動如何產生價值共創的經驗，供本研究進一步分析。最後，本研究獲得企業與以帳號共用方式登入社群平台成為企業會員，所產生的價值共創經驗之互動模型，可依此對各企業行業別，提供建議與未來商業模式的規劃。

With the evolution of the Web 2.0 network generation, web users can promote the interaction of users across the web through a variety of web applications, the most typical of which is the social community web platform. More and more e-commerce businesses are emerged for the popularity of the social community web platforms. More and more e-commerce businesses thus get extended in their scope to social community businesses. Through the cohesion of the social community, web users are attracted by the advertisements of the social community web platforms to be linked to the websites of the e-commerce businesses for consumption. To increase the opportunities for web users to register to become the members of the e-commerce businesses, an efficient way for enterprises is the use of social community web platforms which provide OAuth 2.0 open account authorization login mechanism. Web users can save time to go through a series of registration steps. For example, buyers can directly login with their Facebook accounts to become the members of the e-commerce businesses for consumption. According to the membership account sharing related research, most focus on licensing technology, as well as consumer privacy; however, there is little research on the shared value produced from the enterprises offering the mechanism of using shared accounts as well as the web users who can efficiently login with their accounts registered before in a social community web platform. Therefore, the purpose of this study is to explore the value emerged from the enterprises offering the mechanism of using shared account for members in their e-commerce websites and social community web platforms, and the web users who later become the business members. Their experiences of co-creating value is also worth of exploration.
Prior studies indicate the experiences of value co-creation can be produced in four different facets referred to as DART: dialogue, access, transparency, and risk-benefits. In addition, this study is based on the theory of network externalities, i.e., the big one gets bigger, to propose that the value co-creation can be surely produced as the number of social community users are increased, and more and more e-commerce businesses and social community platforms are actively managed to carry out marketing strategies, such as advertisement and website linkage. Enterprises and web users can further co-create value with each other when web users become consumers conducting behaviors of consuming on the social community web platforms. This research method combines the development of enterprise business model to adopt a qualitative approach, i.e., semi-structured interviews for this study conducting the depth of the interview method. Also, this study refers to the "flow model" of the contextual design while conducting the interview. This study obtains the interview transcripts from two parties, enterprise and web users. All the transcripts are analyzed by conducting conceptualization. To be noted, interviewees from the enterprises also provided a business model canvas which helps them concretely explain how their experiences of value co-creation are produced by interacting with their members as the shared accounts are used in the e-commerce businesses and social community web platforms of the enterprises. Finally, this study finalizes the interactive model which depicts the experiences of value co-creation that are produced from enterprises and their members whom login social community web platforms with the method of using shared accounts. The finalized interactive model can also be used to give advices to the enterprises in different businesses sectors for the future business model planning.

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