Study Of Virtual Community Customer Knowledge Transfer And Innovation Performance Relationship

In the era of knowledge economy.the core competitive advantage of company has come from the innovational ability day by day. What's more, the role of customer changed from the acceptant of product and service to the co-operator of company.What's more, the companies and customers can communicate with each other via virtual communities across time and space.So in today's life, the key to gain and obtain competitive advantages is to acquire customer knowledge via virtual community and transfer it into innovational ability. As a result, it is very important to research the factors which affect the virtual communities' customer knowledge transferring and innovational outcome.On the basis of literature review including virtual community.customer knowledge transferring,customer knowledge transferring in virtual community and the relationship of innovation, combining with the characteristic of customer knowledge transfer via virtual community, the author apply the tool and technology of knowledge transfer to set a theoretical model of four key factors which affect the virtual communities' customer knowledge transferring and the positive effect on innovational performance of company.Empirically, this research was conducted with a questionnaire effectively distributed among 153 firms and analyzes the investigation results with SPSS. We apply the factor analysis, ANOVA, correlation analysis and regression analysis to test the hypothesis raised in the conceptual framework. According to the result of investigation and data analysis, several important research results are drawn and the model and hypotheses are adjusted. They are as follows:1) Several factors that affect the customer knowledge transferring in virtual communities are shared language, trust, reciprocity, inspire factors,absorptive capacity, community's circumstance and shared vision.And the effect of source and accepter of customer knowledge is greater than the other two factors.2) There is no marked affecting relationship between the shared language and quantity of customer knowledge transferring; there is no marked affecting relationship between inspire factors and quality of customer knowledge transferring; there is no marked affecting relationship between the community environment and quantity& quality of customer knowledge transferring; there is no marked affecting relationship between the shared vision and quantity of customer knowledge transferring;there is no marked affecting relationship between the type of virtual community and innovationalperformance.3) The quality of customer knowledge's effectiveness on innovational performance is greater than the quantity.Besides, in accordance with the research results and the concrete circumstance of enterprises, the article provides advices for improving customer knowledge transfer performance, innovational performance and expects the future research.