在线印象管理视角:创新动机与创新绩效研究  

A perspective of on-line impression management:A study of the relationship between innovation motivation and innovation performance

作　　者：唐小飞[1] 周磐 苏浩玄 Tang Xiaofei;Zhou Pan;Su Haoxuan(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,Sichuan,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130

出　　处：《科研管理》2020年第6期172-180,共9页Science Research Management

基　　金：中央高校基本科研业务费创新团队项目(JBK1805005,2018-2022);国家自然科学基金资助重点项目:“网络环境下的新型定价模式研究”(71331004,2014.01-2018.12)。

摘　　要：企业创新活动逐渐由封闭走向开放,互联网品牌创新社区成为企业创新的重要场所。本文基于社会心理学的视角,以在线印象管理为核心概念,对用户创新参与动机、印象构建行为及对创新绩效的影响进行了研究。实证发现:追求知识共创动机和追求网络社交动机的社区成员,采用获得性印象管理行为的可能性显著大于采用保护性印象管理行为;追求社群认同动机的社区成员,采用保护性印象管理行为的可能性显著大于采用获得性印象管理行为。品牌创新社区成员的社龄长短对采纳印象管理行为产生影响。获得性印象管理行为较保护性印象管理行为对品牌创新社区的创新绩效有更正面的影响。本研究拓展了品牌创新社区用户研究的理论视角,也为企业识别在线用户创新参与动机,从而制定合适的激励机制以提升创新绩效提供了建设性的启示。The innovation activities of enterprises are gradually from closed to open,and the On-line User Innovation Communities(Abbreviation OUIC)has become an important place for enterprise innovation.On-line User Innovation Communities such as Dell′s"Idea Srorm",Xiaomi′s"MIUI"and Haier′s"HOPE"platform have brought a large number of users into the innovation system in an efficient and low-cost way,and achieved remarkable innovation results.The On-line User Innovation Communities based on Internet collaboration refers to the online community operated by enterprises with product R&D and improvement as the goal and community members as the source of innovation.At present,it has become an important platform for enterprises to attract users to participate in product R&D innovation and a typical model of open innovation.User participation in On-line User Innovation Communities knowledge creation will not only affect the product innovation performance of enterprises,but also affect the core competitiveness of enterprises in the market.However,On-line User Innovation Communities has the characteristics of anonymity,uninterrupted,not facing each other and non constraints,and relatively few members are able and motivated to participate in community innovation.Therefore,it is not easy for enterprises to obtain rich and valuable information such as product user experience,improvement suggestions and new creative ideas through operation OUIC.According to Yan Jianyuan et al studies,among the more than 1000 enterprises that have established On-line User Innovation Communities,more than half fail to get the expected economic benefits and returns.Therefore,in order to successfully attract and motivate users continuous participation in product innovation,it is necessary to profound understanding the influencing factors of users′participation in On-line User Innovation Communities co creation value.In recent years,researches on On-line User Innovation Communities mainly focus on innovation motivation,user motivation,innovation perf

关 键 词：品牌创新社区 产品研发创新 社群认同 在线印象管理 创新绩效 

分 类 号：F713.5O[经济管理—市场营销]