行动比声音更有力量吗？——开放式创新社区用户交互与用户创意更新持续贡献行为研究

摘要/Abstract

摘要： 用户在原有创意基础上的持续更新是企业开放式创新社区（OIC）创意质量提高的良性驱动，同时，也是决定OIC成功的关键因素之一。尽管已有从内外动机、用户、用户间和社区环境等不同视角探究对社区用户持续贡献行为的影响，但忽视了用户创意更新这一持续贡献行为的研究。因此，本研究引入消费者行为领域对在线社区用户交互的分类——基于意见的交互和基于行动的交互，探讨不同类型的交互行为对用户创意更新持续贡献的影响及作用路径。研究发现，基于意见的交互和基于行动的交互对用户创意更新均有显著影响。用户的创新经验正向调节基于意见的交互对用户创意更新的影响，反向调节基于行动的交互对用户创意更新的影响。采用定性比较分析方法，发现了3种影响用户创意更新的前因组态，进一步验证了实证结果。最终结果显示，基于意见的交互是促进用户高创意更新主要路径中的核心存在，“声音”比“行动”更能促进用户的创意更新持续贡献。

关键词: 创意更新, 用户持续贡献行为, 基于意见的交互, 基于行动的交互, 定性比较分析

Abstract: The continuous updating on the basis of original ideas is a benign driving force for the improvement of the creative quality of enterprise open innovation community (OIC), and it is also one of the key factors determining the success of OIC. Although there have been different perspectives on internal and external motivations, users, inter-user and community environments to explore the impact on the continuous contribution behavior of community users, the research on the continuous contribution behavior of user idea update is ignored. Therefore, this study introduces the classification of online community user interaction in the field of consumer behavior － opinion-based interaction and action-based interaction, to explore the impact of different types of interaction behavior on the continued contribution of user idea updates and analysis of the role path. The study finds that both opinion-based interactions and action-based interactions have a significant impact on user idea updates. The user’s innovation experience positively regulates the influence of opinion-based interaction on user idea updates, and reversely regulates the effect of action-based interaction on user idea updates. A qualitative comparison analysis is used to discover three kinds of causal configurations that affect user’s idea updates, which further verifies the empirical results. The final result shows that opinion-based interactions is the core existence in the main path of promoting high idea updates of users. “Voice” is more effective than “action” in promoting continuous contributions of users’ idea updates.

Key words: idea updates, users ’ continuous contribution behaviors, opinion-based interaction, action-based interaction, qualitative comparative analysis

吉海颖, 戚桂杰, 梁乙凯. 行动比声音更有力量吗？——开放式创新社区用户交互与用户创意更新持续贡献行为研究[J]. 管理评论, 2022, 34(4): 80-89.

Ji Haiying, Qi Guijie, Liang Yikai. Are Actions More Powerful than Words?—— User Interaction and Continuous Contribution of User Idea Updates in Open Innovation Community[J]. Management Review, 2022, 34(4): 80-89.

参考文献

[1] Chesbrough H. W. Open Innovation:The New Imperative for Creating and Profiting from Technology[M]. Boston:Harvard Business Press, 2003
[2] Fang E. Customer Participation and the Trade-off between New Product Innovativeness and Speed to Market[J]. Journal of Marketing, 2008,72(4):90-104
[3] Jawecki G., Fuller J., Gebauer J. A Comparison of Creative Behaviours in Online Communities across Cultures[J]. Creativity and Innovation Management, 2011,20(3):144-156
[4] 秦敏,乔晗,陈良煌.基于CAS理论的企业开放式创新社区在线用户贡献行为研究:以国内知名企业社区为例[J].管理评论, 2015,27(1):126-137
[5] 顾美玲,迟铭,韩洁平.开放式创新社区治理机制对用户知识贡献行为的影响——虚拟社区感知的中介效应[J].科技进步与对策, 2019,36(20):1-8
[6] Chun H. Creative Project and Reward Based Crowdfunding:Determinants of Success[J]. Journal of the Korea Contents Association, 2015,15(5):560-569
[7] Gasser L., Ripoche G., Scacchi W., er al. Understanding Continuous Design in F/OSS Projects[C]. 16th International Conference on Software and Systems Engineerin g and Their Applications, 2003
[8] Kuppuswamy V., Bayus B. L. Crowdfunding Creative Ideas:The Dynamics of Project Backers in Kickstarter[R]. Social Science Electronic Publishing (SSRN Working Paper No. 2234765), 2013
[9] Kunz M. M., Bretschneider U., Erler M. An Fmpirical Investigation of Signaling in Reward-Based Crowdfunding[J]. Electronic Commerce Research, 2017,17(3):1-37
[10] 王莉,金曼慧.开放式创新社区中激励机制对消费者创新行为的影响研究[J].科学学与科学技术管理, 2018,39(6):58-71
[11] 王婷婷,戚桂杰,张雅琳,等.开放式创新社区用户持续性知识共享行为研究[J].情报科学, 2018,36(2):139-145
[12] Jin J., Li Y., Zhong X., et al. Why Users Contribute Knowledge to Online Communities:An Empirical Study of an Online Social Q&A Community[J]. Information&Management, 2015,52(7):840-849
[13] 秦敏,梁溯.在线产品创新社区用户识别机制与用户贡献行为研究:基于亲社会行为理论视角[J].南开管理评论, 2017,20(3):28-39
[14] Chen L., Marsden J. R., Zhang Z. J. Theory and Analysis of Company-Sponsored Value Co-Creation[J]. Journal of Management Information Systems, 2012,29(2):141-172
[15] Chan K. W., Li S. Y., Zhu J. J. Fostering Customer Ideation in Crowdsourcing Community:The Role of Peer-to-Peer and Peer-to-Firm Interactions[J]. Journal of Interactive Markting, 2015,31(3):42-62
[16] 沈宇飞,廖博,徐杨.社会化问答社区中声誉系统对知识分享活动的影响研究[J].情报学报, 2018,37(11):1154-1163
[17] 金晓玲,汤振亚,周中允,等.用户为什么在问答社区中持续贡献知识?:积分等级的调节作用[J].管理评论, 2013,25(12):138-146
[18] 张大勇,孙晓晨.社交网络用户信息贡献行为影响因素分析[J].情报科学, 2018,36(2):95-100
[19] 王楠,张士凯,赵雨柔,等.在线社区中领先用户特征对知识共享水平的影响研究——社会资本的中介作用[J].管理评论, 2019,31(2):82-93
[20] Moqri M., Mei X., Qiu L., et al. Effect of "Following" on Contributions to Open Source Communities[J]. Journal of Management Information Systems, 2018,35(4):1188-1217
[21] Chen W., Wei X. H., Zhu X. G. Engaging Voluntary Contributions in Online Communities:A Hidden Markov Model[J]. Social Science Electronic Publishing, 2018,42(1):83-100
[22] 张晓娟,周学春.社区治理策略、用户就绪和知识贡献研究:以百度百科虚拟社区为例[J].管理评论, 2016,28(9):72-82
[23] 郭伟,王洋洋,梁若愚,等.开放式创新社区中用户交互反馈对个体创新贡献度的影响[J].科技进步与对策, 2018,35(3):146-152
[24] 刘倩,孙宝文. COI社区在线交互对用户创意质量的影响——专业成功经验的调节效应[J].南开管理评论, 2018,21(2):16-27
[25] 程建青,罗瑾琏,杜运周,等.制度环境与心理认知何时激活创业?——一个基于QCA方法的研究[J].科学学与科学技术管理, 2019,40(2):114-131
[26] Magnusson P. R. Exploring the Contributions of Involving Ordinary Users in Ideation of Technology-Based Services[J]. Journal of Product Innovation Management, 2009,26(5):578-593
[27] 万莉,程慧平.基于自我决定理论的虚拟知识社区用户持续知识贡献行为动机研究[J].情报科学, 2016,34(10):15-19
[28] Guan T., Wang L., Jin J. H. Knowledge Contribution Behavior in Online Q&A Communities:An Empirical Investigation[J]. Computers in Human Behavior, 2018,81(4):137-147
[29] Hwang E. H., Singh P. V., Argote L. Jack of All, Master of Some:Information Network and Innovation in Crowdsourcing Communities[J]. Information Systems Research, 2019,30(2):389-410
[30] 周军杰.社会化商务背景下的用户粘性:用户互动的间接影响及调节作用[J].管理评论, 2015,27(7):127-136
[31] 原欣伟,杨少华.在线用户创新社区的知识创造——研究综述与理论分析框架[J].情报科学, 2017,35(7):164-171
[32] Cheung C. M. K., Xiao B. S., Liu I. L. B. Do Actions Speak Louder than Voices?The Signaling Role of Social Information Cues in Influencing Consumer Purchase Decisions[J]. Decision Support Systems, 2014,65(1):50-58
[33] Tucker C., Zhang J. How does Popularity Information Affect Choices?A Field Experiment[J]. Management Science, 2011,57(5):828-842
[34] Thies F., Wessel M., Benlian A. Effects of Social Interaction Dynamics on Platforms[J]. Journal of Management Information Systems, 2016,33(3):843-873
[35] Wang N. X. L. Q. X. L. Understanding the Importance of Interaction between Creators and Backers in Crowdfunding Success[J]. Electronic Commerce Research and Application, 2018,27(1):106-117
[36] Homans G. C. Social Behavior as Exchange[J]. American Journal of Sociology, 1958,63(6):597-606
[37] Wasko M. M., Faraj S. Why should I Share?Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice[J]. MIS Quarterly, 2005,29(1):35-57
[38] Miller N. E., Dollard J. Social Learning and Imitation[M]. New Haven:Yale University Press, 1941
[39] Anderson E. S., Winett R. A., Wojcik J. R. Self-regulation, Self-efficacy, Outcome Expectations, and Social Support:Social Cognitive Theory and Nutrition Behavior[J]. Annals of Behavioral Medicine, 2007,34(3):304-312
[40] Chiu C. M., Hsu M. H., Wang E. T. Understanding Knowledge Sharing in Virtual Communities:An Integration of Social Capital and Social Cognitive Theories[J]. Decision Support Systems, 2006,42(3):1872-1888
[41] Jeppesen L. B., Frederiksen L. Why do Users Contribute to Firm-Hosted User Communities?The Case of Computer-Controlled Music Instruments[J]. Organization Science, 2006,17(1):45-63
[42] Brzozowski M. J., Sandholm T., Hogg T. Effects of Feedback and Peer Pressure on Contributions to Enterprise Social Media[C]. ACM International Conference on Supporting Group Work, 2009
[43] Macy M. W. Chains of Cooperation:Threshold Effects in Collective Action[J]. American Sociological Review, 1991,56(6):730-747
[44] Byron K., Khazanchi S. Rewards and Creative Performance:A Meta-Analytic Test of Theoretically Derived Hypotheses[J]. Psychological Bulletin, 2012,138(4):809-830
[45] 王桂云.众包任务设计影响参与者行为的作用机理及路径分析[J].理论学刊, 2016,21(3):74-80
[46] Chen C. J., Huang S. What Factors Influencing Members'Knowledge Sharing and Community Promotion in Professional Virtual Communities[J]. Information&Management, 2010,47(4):226-236
[47] 陈爱辉,鲁耀斌. SNS用户活跃行为研究:集成承诺、社会支持、沉没成本和社会影响理论的观点[J].南开管理评论, 2014,17(3):30-39
[48] Nahapiet J., Ghoshal S. Social Capital, Intellectual Capital, and the Organizational Advantage[J]. Academy of Management Review, 1998,23(2):242-266
[49] Coleman J. S. Foundations of Social Capital Theory[M]. Cambridge:Harvard University Press, 1990
[50] Paul S. A., Hong L., Chi E. H. Who Is Authoritative?Understanding Reputation Mechanisms in Quora[C]. In Proceedings of Collective Intelligence, 2012
[51] Huang N., Hong Y. L., Burtch G. Social Network Integration and User Content Generation:Evidence from Natural Experiments[J]. MIS Quartly, 2017,41(4):1035-1058
[52] Tsai H. T., Bagozzi R. P. Contribution Behavior in Virtual Communities:Cognitive, Emotional, and Social Influences[J]. MIS Quarterly, 2014,38(1):143-163
[53] 杜运周,贾良定.组态视角与定性比较分析(QCA):管理学研究的一条新道路[J].管理世界, 2017,(6):155-167
[54] Ragin C. C., Strand S. I. Using Qualitative Comparative Analysis to Study Causal Order Comment on Caren and Panofsky[J]. Sociological Methods&Research, 2008,36(4):431-441