虚拟社区中顾客参与、知识共享与新产品开发绩效  

Customer Participation,Knowledge Sharing and New Product Development Performance in Virtual Communities

作　　者：张洁[1] 廖貅武[2] Zhang Jie;Liao Xinnwu(Faculty of Humanities and Foreign Languages,Xi’an University of Technology,Xi'an 710048;School of Management,Xi'an Jiaotong University,Xi'an 710049)

机构地区：[1]西安理工大学人文与外国语学院,西安710048 [2]西安交通大学管理学院,西安710049

出　　处：《管理评论》2020年第4期117-131,共15页Management Review

基　　金：国家自然科学基金项目(91546119);教育部人文社会科学研究规划基金项目(18XJA740002);陕西省教育厅人文社会科学基金项目(15JK1545)。

摘　　要：基于顾客参与理论,结合虚拟社区特性,将虚拟社区中顾客参与划分为交互式信息提供和在线参与创造两个维度,研究了不同维度对新产品开发绩效的影响,以及知识共享在其中所起到的中介作用。实证研究表明,交互式信息提供和在线参与创造对新产品的新颖性、上市速度具有显著的正向作用。知识共享在交互式信息提供、在线参与创造和新颖性之间具有部分中介作用,在交互式信息提供和上市速度之间具有部分中介作用,而在在线参与创造和上市速度之间具有完全中介作用。本研究不仅能够丰富顾客参与理论,而且还为中国企业在网络环境下通过虚拟社区实现产品创新提供指导。Based on the theory of customer participation and considering the characteristics of virtual communities,this paper divides customer participation in virtual communities into two dimensions: interactive information providing and online participation creation. The influence of different dimensions on the performance of new product development and the mediating role of knowledge sharing are studied.The empirical research results show that interactive information providing and online participation creation have a significant positive effect on novelty of new products and launch speed. Knowledge sharing has a partial mediating effect among novelty of new products,interactive information providing and online participation in the creation of new products,partially mediates the effect of interactive information providing on launch speed of new products,and fully mediates the effect of online participation in the creation on launch speed of new products. This research can not only enrich the theory of customer participation,but also provide guidance for Chinese enterprises to achieve product innovation through the virtual community under Internet environment.

关 键 词：虚拟社区 顾客参与 知识共享 新产品开发绩效 

分 类 号：F274[经济管理—企业管理]