虚拟社区中顾客参与、知识共享与新产品开发绩效

摘要/Abstract

摘要：

基于顾客参与理论，结合虚拟社区特性，将虚拟社区中顾客参与划分为交互式信息提供和在线参与创造两个维度，研究了不同维度对新产品开发绩效的影响，以及知识共享在其中所起到的中介作用。实证研究表明，交互式信息提供和在线参与创造对新产品的新颖性、上市速度具有显著的正向作用。知识共享在交互式信息提供、在线参与创造和新颖性之间具有部分中介作用，在交互式信息提供和上市速度之间具有部分中介作用，而在在线参与创造和上市速度之间具有完全中介作用。本研究不仅能够丰富顾客参与理论，而且还为中国企业在网络环境下通过虚拟社区实现产品创新提供指导。

关键词: 虚拟社区, 顾客参与, 知识共享, 新产品开发绩效

Abstract:

Based on the theory of customer participation and considering the characteristics of virtual communities, this paper divides customer participation in virtual communities into two dimensions:interactive information providing and online participation creation. The influence of different dimensions on the performance of new product development and the mediating role of knowledge sharing are studied. The empirical research results show that interactive information providing and online participation creation have a significant positive effect on novelty of new products and launch speed. Knowledge sharing has a partial mediating effect among novelty of new products, interactive information providing and online participation in the creation of new products, partially mediates the effect of interactive information providing on launch speed of new products, and fully mediates the effect of online participation in the creation on launch speed of new products. This research can not only enrich the theory of customer participation, but also provide guidance for Chinese enterprises to achieve product innovation through the virtual community under Internet environment.

Key words: virtual community, customer participation, knowledge sharing, new product development performance

张洁, 廖貅武. 虚拟社区中顾客参与、知识共享与新产品开发绩效[J]. , 2020, 32(4): 117-131.

Zhang Jie, Liao Xiuwu. Customer Participation, Knowledge Sharing and New Product Development Performance in Virtual Communities[J]. , 2020, 32(4): 117-131.

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