众人拾柴火焰高:顾客授权对新产品开发绩效的影响研究  

Research on the Influence of Customer Empowerment on the Performance of New Product Development

作　　者：王辉[1] 肖宇婷 WANG Hui;XIAO Yu-ting(Business School, Xiangtan University, Xiangtan, Hunan 411105, China)

机构地区：[1]湘潭大学商学院,湖南湘潭411105

出　　处：《湘潭大学学报（哲学社会科学版）》2021年第2期67-73,共7页Journal of Xiangtan University:Philosophy And Social Sciences

基　　金：湖南省自然科学基金青年项目“包容性领导对员工创造力的影响研究”(2019JJ50594)。

摘　　要：基于社会交换理论和信号传递理论,构建了以顾客参与为中介变量,顾客导向企业社会责任为调节变量的顾客授权对新产品开发绩效的影响机制模型。通过问卷调查收集来自232家制造业企业的数据,运用SPSS 23.0和Mplus 7.0进行实证分析。研究结果表明:(1)顾客参与在顾客授权与新产品开发绩效之间起着中介作用,并且共同开发型顾客参与比信息源型顾客参与的中介作用更大;(2)顾客导向企业社会责任正向调节顾客授权和顾客参与的关系;(3)顾客导向企业社会责任正向调节顾客参与在顾客授权和新产品开发绩效关系中的中介作用。研究结论丰富了顾客授权与新产品开发绩效关系的理论研究,同时对制造业企业创新实践具有一定的启示。Based on social exchange theory and signaling theory,in this paper is established the influence mechanism model of customer empowerment on the performance of new product development with customer participation as the mediation variable and customer-oriented corporate social responsibility as the moderator variable.Data have been collected from 232 manufacturing enterprises through questionnaire survey,and an empirical analysis made by using SPSS 23.0 and Mplus 7.0.The results show that,①customer participation plays a mediating role between customer empowerment and new product development performance,and the co-developed customer participation(CPC)is more important than that of information source customers(CPI).②Customer-oriented corporate social responsibility positively regulates the relationship between customer empowerment and customer participation.③Customer-oriented corporate social responsibility positively moderates the mediating role of customer participation in the relationship between customer empowerment and new product development performance.The results would enrich the theoretical research on the relationship between customer empowerment and new product development performance,and would also be of some enlightening significance for the innovation practice of manufacturing enterprises.

关 键 词：顾客授权 顾客参与 顾客导向企业社会责任 新产品开发绩效 

分 类 号：F272.92[经济管理—企业管理]