An Empirical Study On Influencing Factors Of Individual User Innovation Behavior

A large number of previous researches show that, the phenomenon of user innovation is becoming increasing common. Furthermore, many scholars revealed the user has played an important role in the innovation process through empirical research in several industries. It is a hot topic that how an enterprise can exploit and make full use of user innovation so as to reduce its innovation risk. Most previous studies discussed is how to distinguish between innovating and non-innovating users, very little explored what factors influence the different degree of user innovation, and proposed a complete theoretical framework.This paper starts with user innovation phenomenon, reviews previous literature, comes up with the definition, characteristics, types of user innovation, and sum up other research achievements of user innovation. In order to explain the behavior of the user innovation better, and explore the intrinsic relationship of different factors, we introduce theory of reasoned action and unified theory of acceptance and use of technology (UTAUT) into our research, and discuss in depth what factors influence the different degree of user innovation and how to influence. The article first argues the rationality of the introduction of UTAUT model to explain user innovation behavior, and then summarize the key factors from research results in this field, next propose four determinants of user innovation base on these: performance expectancy, effort expectancy, social influence and facilitating conditions. After that, we discuss the moderating effect of experience and personal innovativeness for these factors, and propose the complete research model and hypothesis.According to the results of empirical study, the findings include the following: Firstly, the determinants of individual user leading degree are performance expectancy and social influence, effort expectancy has no significant effect on it. Meanwhile, performance expectancy and effort expectancy are moderated by experience and personal innovativeness. And the influencing factors of the behavior of user innovation are performance expectancy, effort expectancy, social influence, but facilitating conditions has no significant effect on it. Moreover effort expectancy and social influence are moderated by experience and personal innovativeness.In the last section, this paper concludes the research results and provides some possible suggestions for enterprise. The research prospects are depicted at the end of the paper.