Research on the Influence Mechanism of Information Adoption Behavior of New Product Developers in Innovation Community

Abstract

Abstract: New product developers are increasingly adopting information from the innovation community. This paper draws the following conclusions based on stepwise regression analysis and structural equation model. Main conclusions are:(1) The main factors classified by heuristic clues and systematic clues have positive effects on information adoption behavior. (2) The positive relationship between systematic clues and the willingness to adopt the information will be stronger when the task is of high importance, but heuristic clues have more stronger positive effect on the information adoption intention when the relation strength is stronger. Based on the conclusions, it is advised that new product developers should make full use of the heuristic-systematic clue model to collect and screen ideas in the innovation community, and actively participate in the innovation community interaction, to improve the performance of developing new products.

Key words: innovation community, heuristic clues, systematic clues, information adoption

Tao Xiaobo, Xu Pengyu, Fan Chao, Yang Yiweng. Research on the Influence Mechanism of Information Adoption Behavior of New Product Developers in Innovation Community[J]. Management Review, 2020, 32(10): 135-146.

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