Enterprise Interaction Orientation To The Influence Of User Innovation Performance Under Network Environment

As enterprise’s important source of innovation, users can promote enterprise innovation. So far, many studies research in domestic and overseas have shown that the user innovation has become a common phenomenon.In recent years, the users innovation have changed under the environment from the traditional organize innovation club to web2.0innovation platform. Before the age of the Internet, due to space restrictions, users participate in the innovation at the high cost, however, with the advent of the Internet, especially the rise of online tools, such as micro letter, innovation community, it provides users with more information about company’s product information. Companies not only have the consciousness of the users’needs, some enterprises also constantly communication and testing with the user to unearthed more user potential needs, so as to meet the customers’ requirements to develop more creative services or products, the user innovation got further development.Interaction orientation as a new strategic direction, it means the enterprise interact with users and through the interaction from the user to obtain useful information, identify and mining valuable users, and establish the useful user relationship ability. Interaction orientation has important influence on innovation performance. This paper studies the relationship based interaction orientation and enterprises, from the perspective of enterprise interaction orientation, talking about the relationship between Interaction orientation and interaction behavior on the basis of considering the influence of enterprise IT capability, puts forward a research hypothesis, build a model of interaction orientation, interaction behavior and the impact of user innovation performance.Chapter of this paper are arranged as following:the first chapter mainly introduced the research methods, background and expounds the meaning and innovation point of this study. The second chapter is literature review part, introduces the related user innovation concept, introduces the current status of the development of innovation for customers, mainly introduced the mechanism of user innovation performance. The third chapter puts forward the research hypothesis and general theoretical model, this paper put forward the enterprise interaction orientation (customer concept, interactive response ability, customer authorization, and customer value management), interaction behavior (interaction platform, interactive frequency), the user innovation performance between the research hypothesis and the dimensions. The fourth chapter is the empirical research part, mainly is the data collection and data processing, through the data analysis, the reliability and validity of regression analysis to verify this hypothesis. The fifth chapter is the conclusion part, on the basis of the empirical results analyzed, the corresponding conclusion, points out the contribution of this paper and the insufficiency.In this paper, the research conclusion are as follows:(1)About the research of interaction orientation and customer innovation performance,concept of customer, customer authorization, customer interaction response ability and customer value management have positive influence on customer innovation performance.(2)About the research of interaction orientation and interaction behavior, the relationship between customer concept, customer authorization, interactive response ability and customer value management affects the interaction behavior.(3) About the research of interaction behavior and customer innovation performance, interaction behavior have positive influence on customer innovation performance.(4) About the research of intermediary variable, this paper concluded that the interaction behavior in interactive guidance and partial intermediary effect between customer innovation performance.(5) About the research on regulating variable IT capabilities, this paper concluded that IT capabilities has adjustment between customer concept and interaction behavior.As the above conclusions, this paper puts forward the following Suggestions: first, enterprises should guide the interaction on the strategic level, establish proper user value management system. Second, in the process of interaction with users, enterprises should pay attention to the interaction of choosing appropriate behavior and interaction strategy. Namely enterprise should establishment of user innovation community, the official website, micro letter, to organize the implementation of user innovation, especially in the virtual community as hub of network and individual, the enterprise should pay attention to important platform. Finally, enterprises should encourage and inspire innovative user, realize continuous innovation. Enterprises should deal with the relationship with leading user to build a better innovation atmosphere for user innovation.