组织顾客参与的双刃剑效果及治理机制研究——基于服务主导逻辑和交易成本理论的实证分析  

The Double-edged Sword Effect of Customer Participation at Organization Level and Governance Mechanisms:Empirical Analysis Based on Service-dominant Logic and Transaction Cost Theory

作　　者：马双[1] 王永贵[2] 赵宏文[2] 

机构地区：[1]北京第二外国语学院酒店管理学院,北京102601 [2]对外经济贸易大学国际商学院,北京100029

出　　处：《外国经济与管理》2015年第7期19-32,87,共15页Foreign Economics & Management

基　　金：国家社会科学基金重大项目(12&ZD205);国家社会科学基金项目(14BGL066);国家自然科学基金项目(71072019)

摘　　要：让顾客参与到新产品开发之中正变得越来越普遍。然而,虽然现有相关文献大多认为顾客参与是有利的,但在实践中,顾客参与也会导致顾客与供应商之间的各种冲突,从而对产品创新绩效产生显著的负面影响。本文基于174份来自高新技术企业产品经理和战略经理的配对问卷,明确验证了顾客参与的双刃剑效果——顾客参与在促进供应商与顾客双方长期合作意向的同时,也会造成双方的冲突。在此基础上,本文验证了长期合作意向和冲突行为对供应商产品创新绩效的异质性作用。接着,本文深入探讨了正式的(正式控制)和非正式的(关系灵活性)关系治理机制在顾客参与中所扮演的角色,以期为供应商对顾客参与的管理和利用实践提供参考。It is more and more widespread to involve customers in new product development. However, most existing literature holds that customer participation is always good. But in practice, customer participation may lead to conflicts with the suppliers, thereby having negative effects on product innovation performance. Based on 174 matched data collected from product and strategic managers in high-tech related companies, this paper clearly con- firms the double-edged sword effect of customer participation：customer participation plays a promotion role in the long-term collaboration orientation between suppliers and customers, but also leads to conflicts between customers and suppliers. On this basis, it confirms the heterogeneous role of long-term collaboration orientation and conflicts in suppliers＇ product innovation performance. Then it deep discusses the role of formal（formal control） and infor- mal（relational flexibility）relationship governance mechanisms in customer participation, thereby providing important reference for the management and use practice of customer participation by suppliers.

关 键 词：顾客参与 交易冲突 正式控制 关系灵活性 

分 类 号：F270[经济管理—企业管理]