共享的价值诉求对用户参与的影响——以用户授权为调节  

Impact of Shared Value Propositions on Users’Participation:User Empowerment as Moderator

作　　者：张军 郑冠亚 江南 ZHANG Jun;ZHENG Guanya;JIANG Nan(School of Business,Anhui University of Technology,Maanshan 243032,China)

机构地区：[1]安徽工业大学商学院,安徽马鞍山243032

出　　处：《安徽工业大学学报（自然科学版）》2022年第3期345-353,共9页Journal of Anhui University of Technology（Natural Science）

基　　金：国家自然科学基金项目(71972003);安徽省自然科学基金项目(2008085MG236)。

摘　　要：开放式创新背景下,越来越多的企业吸纳用户参与自身创新,以应对用户需求变动流态化带来的挑战。然而,现有研究更多关注用户参与创新的后果,对用户参与创新的前因及行为生成机理关注不足。从企业立场出发,基于“用户-企业”共创价值的理论框架,探索企业构建与用户共享的价值诉求影响用户参与创新的行为生成机理;利用302份国内企业有效样本,采用层次回归方法进行实证研究。结果表明:企业构建与用户共享的价值诉求能够有效驱动用户参与企业创新行为的生成;中国“情面”文化情境下,企业向用户授权虽能够直接促成用户参与行为的生成,却削弱了价值诉求对用户参与行为生成的驱动作用。本研究厘清了用户参与创新的动机内涵,识别了用户参与企业创新的“动机-行为”转化的边界条件,深化了用户参与创新和价值共创理论,为企业吸纳用户参与创新实践提供理论指导。In the era of open innovation,more and more enterprises tend to adopt users to participate in their innovation to address the challenge originated from fluid demands.However,existing literature pays more attention to consequences of user participation rather than antecedences of that.Taking the perspective of value co-creation,the present study explored the mechanism of shared value proposition driving user participative behavior with user empowerment as moderator from the standpoint of a firm.Using a sample of 302 domestic firms and hierarchical regressive model,findings are as follow:a firm can motivate its users to participate in its innovation by constructing value proposition shared with users.In the context of Chinese“affection and face”culture,a firm empowering its users will weaken the relationship between value proposition of individual’s unique demand and user participation in form of information provision,although it can promote users to participate in the firm’s innovation.The differences in incentives between user innovation and user participation in a firm’s innovation have been clarified.Furthermore,the condition of“incentive-behavior”transformation has been identified.The findings contribute the theory of value co-creation and that of user participation.

关 键 词：用户参与 价值共创 价值诉求 用户授权 

分 类 号：F270.7[经济管理—企业管理] C936[经济管理—国民经济]