“内外兼修”企业社交媒体使用对突破式创新的驱动机制研究  

The Mechanisms Driving Breakthrough Innovation Through the Use of Social Media in Companies

作　　者：李正卫[1] 赵鑫 王飞绒[1] Li Zhengwei;Zhao Xin;Wang Feirong(School of Management,Zhejiang University of Technology,Hangzhou 310023,China)

机构地区：[1]浙江工业大学管理学院,浙江杭州310023

出　　处：《科技进步与对策》2024年第8期55-64,共10页Science & Technology Progress and Policy

基　　金：国家社会科学基金重点项目(22AJY012)。

摘　　要：数字化时代社交媒体蓬勃发展,为企业突破式创新带来了机遇。现实中,如何运用社交媒体实现突破式创新是企业面临的重要问题。结合组织学习理论、社会资本理论,从内外部视角探索两种社交媒体可供性对企业突破式创新的差异化作用机制。结果显示,内部整合导向的社交媒体使用通过组织忘却学习促进突破式创新,外部营销导向的社交媒体使用通过加深跨界用户嵌入促进突破式创新。此外,双元战略导向在两条路径上分别发挥调节作用。创业导向水平越高,内部整合导向的社交媒体使用对组织忘却学习的促进作用越显著;市场导向水平越高,外部营销导向的社交媒体使用对跨界用户嵌入的推动作用越显著。结论有助于丰富社交媒体与突破式创新相关研究,为企业应用社交媒体技术实现突破式创新提供启示。Under the wave of the digital economy,social media has brought great opportunities and challenges to enterprises'breakthrough innovation.On the one hand,social media reshapes the knowledge management and collaboration model within traditional enterprises by providing a real-time interaction platform that transcends organizational boundaries.On the other hand,it promotes cross-border co-creation through marketing,crowdsourcing and other activities,which is not only fundamental for breakthrough innovation,but also reduces the high risks associated with breakthrough innovation activities.However,the existing literature rarely analyzes the specific impact mechanism of social media use on breakthrough innovation,and has not reached a consistent conclusion.Therefore,it is of great practical and theoretical value to study how and under what conditions the digital technology of social media affects the breakthrough innovation of enterprises.This paper intends to explore the differentiation mechanism of social media for breakthrough innovation from the perspective of its two kinds of affordance.The use of integration-oriented social media is mainly aimed at the communication,cooperation and knowledge integration of internal personnel.The use of external marketing oriented social media involves displaying corporate image and products,responding to external user opinions and comments,and allowing users to participate in product development.The use of internal integration-oriented social media provides more efficient and broader information interaction and knowledge collaboration for organizational members,breaks the knowledge inertia and path dependence from the ability level,and promotes the unlearned learning required for breakthrough innovation activities.The use of external market-oriented social media deepens cross-boundary user engagement at the social capital level by reducing information asymmetry and promoting quasi-social interaction,and promotes the acquisition of resources needed for breakthrough innovation acti

关 键 词：突破式创新 社交媒体使用 忘却学习 跨界用户嵌入 

分 类 号：F273.1[经济管理—企业管理]