Research On Social Capital’s Influence Mechanism On User Innovation Behavior Based On The Network Community

In the "Internet plus" era, enterprises need more widely to establish communication with the user, allowing users to participate in the innovation of products and services in order to gain a competitive advantage. As an important platform for users to participate in the enterprise innovation, the realization of value and potential of the network community is through the creative ideas from user interaction and communication. How to tap and use user innovation resources has become the common concern topic in the academic and commercial circles. Based on this, this paper studies the influence factors of user innovation in the network environment and explores the mechanism of user innovation behavior in enterprise network community. The purpose is to provide scientific guidance for enterprises to effectively manage the community, guide and inspire community users to actively participate in the innovation activities of enterprises.On the basis of the relevant research results about user innovation, network community and from the perspective of social capital theory, this study constructs the impact model of social capital on the innovation behavior based on users of the enterprise network community.Namely, from structural, cognitive and relational of three different dimensions to clarify and analyses how they interact to influence the user innovation behavior in network community. Social interaction connection and trust representing the structural and relational dimensions, the cognitive dimension includes two elements: common language and common vision, the user innovation behavior includes three dimensions, namely innovation idea generation, innovation ideas research and innovative idea implementation. Than, hand out the questionnaires in the users of network innovation, and use SPSS 20.0 and AMOS 20.0 software to analyze questionnaire results statistically.Mainly includes reliability and validity analysis, factor analysis, correlation analysis and structural equation model analysis. The conclusion is as follows:First, the three dimension of social capital have positive influence on the user’s innovative behavior. Social interaction connection, common language and trust have a direct positive effect on the user innovation behavior, but the direct effect of the common vision on user innovation behavior is not significant,but it can indirectly affect the user’s innovative behavior through trust. Second, the interaction between the variousdimensions of social capital factors. Social interaction connection have a significant positive impact on the common vision,common language and trust, and trust is also affected by the common language and common vision.Finally, this paper proposes the managerial implications based on the conclusions, points out the deficiencies and future research directions.