数据驱动企业-用户互动创新的情境价值研究——产品复杂性与竞争压力的调节作用  

A study on the contextual value of data-driven enterprise-customer interaction innovation:The moderating role of product complexity and product competitive pressure

作　　者：夏正豪 肖静华[1] XIA Zhenghao;XIAO Jinghua(School of Business,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《管理工程学报》2025年第3期13-27,共15页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金重点项目(72032009,71832014);2024年度国家博士后研究人员计划(GZC20242063)。

摘　　要：为应对需求愈发易变、复杂且模糊的用户群体,企业与用户互动创新模式广受追捧,但该模式一直面临着价值两面性且其中负面价值不易查明的困境。尤其在数字时代,数据驱动在拓展互动创新使用场景的同时,也加剧了其情境敏感性。本文基于反映产品认知含量的产品复杂性,以及体现产品认知更新紧迫性的产品竞争压力,构建了一组围绕互动创新模式的情境框架,通过对670家企业的实证研究发现:(1)企业与用户互动水平正向影响产品创新效率与效能。反映数据驱动程度的数据分析能力在总体上对效率与效能起到正向调节作用,但对效率路径的影响大于效能,这说明数据分析有利于压缩互动创新模式的准备时间并降低其使用成本;(2)互动创新模式在不同的“产品复杂性-产品竞争压力”情境下表现出明显差异。双高情境中,互动促进创新效率、效能的效应降低,还使得数据分析的调节效应降低,这说明当产品含有大量认知并承受时间压力时,即使互动能带来创新潜力,但其更受制于较高的创新分歧风险。而低高情境则被识别为最适合采用数据驱动互动创新模式的情境,因为互动双方针对产品的认知差异低,易于形成共识并达成可行的创新行为。研究结论拓展了数据驱动互动创新模式的情境价值分析,从而实现对前沿边界的探索。In order to cope with the increasingly changeable,complex and ambiguous needs of customers,the innovation model of interaction between enterprises and customers has garnered significant attention from both academia and industry support,gradually evolving into an innovation model centered on acquiring and transforming diverse cognitive resources from customers.Currently,numerous enterprises have recognized the significance of interactive innovation between enterprises and customers.However,a persistent challenge in customer participation in innovation management persists:positive facilitation coexists with negative obstacle,which the obstacle is also difficult to detect and mitigate,particularly in digital era where expanding interactive innovation use cases are accompanied by heightened contextual sensitivity driven by data.Given the multifaceted nature of context,it is imperative for research on enterprise-customer interaction to have a specific focus.Consequently,the context that can accentuate diverse cognitive disparities is closely intertwined with the interactive innovation model,serving as the sole means to unveil practical issues pertaining to the dual-sided innovation value of this model.In this study,we selected product complexity as an indicator reflecting the extent of cognitive resources on product side,and product competitive pressure as an indicator reflecting the urgency for cognitive updates on that same front.By establishing a set of dual-dimensional contexts for comparison and reference,we meticulously delved into intricacies of the interactive innovation model in order to enhance product innovation,including investigating whether this model yields differential effects on both efficiency and effectiveness aspects.Based on an empirical study of 670 enterprises,our research reveals the following findings:1)The level of interaction between enterprises and customers positively influences the efficiency and effectiveness of product innovation.Overall,data analytics capability,which reflects the exte

关 键 词：企业与用户互动创新 数据分析能力 产品创新效率与效能 产品复杂性 产品竞争压力 

分 类 号：C93[经济管理—管理学]