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Platforms such as Airbnb, Uber, and Kickstarter are driving digital disruption in a range of industries and are gaining attention in recent research. These platforms implement design mechanisms to mediate different types of exchange between individual consumers. The growing volume and heterogeneity of extant research make it challenging to dissociate research on C2C (consumer-to-consumer) platforms and to explain how platform mechanisms lead to value creation. To address these problems, we conducted a review that dissociates research on digital C2C platforms and developed a theoretical framework that explains platform value creation based on the congruence between three platform mechanisms (i.e., activation, support, and assurance), and requirements of the exchange. We further outline rationales that explain congruence between platform strategy and the external environment. Based on the theoretical framework, we offer an actionable knowledge base for digital C2C platforms and outline how it can inform future research, as well as platform managers.



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