Research on Value Co-creation of Customer at Different Levels in Product Innovation Community——A Case Study on MIUI Community

Abstract

Abstract:

Customer involvement has been recognized as an important source for enterprise product Innovation. However, there is little comparative research on value co-creation in product innovation community among different levels of customer. With MIUI forum community as the background and based on different levels of customer (ordinary customers and special customers), this study proposes a model based on (1) uses and gratifications theory to explain the antecedents of user value co-creation intention and (2) construal level theory to explain the differential effects of the antecedents for ordinary and special value creator. We test the model through survey data from ordinary and special value creator, and find that cognitive need and hedonic need influence both ordinary and special users value co-creation intentions. However, personal integration need and social integration need affect only special customers value co-creation intentions, but has no significant effect on ordinary customers.

Key words: product innovation community, value co creation, uses and gratifications theory, construal level theory, ordinary and special customers

Yan Jianyuan, Qiao Yanfen, Qin Fan. Research on Value Co-creation of Customer at Different Levels in Product Innovation Community——A Case Study on MIUI Community[J]. , 2019, 31(2): 58-70.

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