Customer Participation, Knowledge Sharing and New Product Development Performance in Virtual Communities

Abstract

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

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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