Research On The Influence Of User Online Participation In New Product Development Activities On Brand Experience

The ability of enterprises to obtain and use external knowledge plays an increasingly important role in enterprises new products development, user participation has become an important way that enterprises to obtain user information and integrate it into the process of new product development, with the rapid development of the Internet,the emergence of the virtual brand community provides an effective way to the enterprises to maintain the users and obtain sustainable competitive advantage, and the virtual brand community’s success depends largely on the user experience. With the advent of the experience economy, more and more enterprises began to focus on the user experience from the goods and services, virtual brand community is an important place for users to gain brand experience.This paper takes the users of the virtual brand community as the research object,and empirically test the influence of user involvement in new product development on brand experience. In this paper, the users involvement in the new product development activities are divided into four types, namely, new product creation collection activities,new product design collection activities, new product evaluation activities and new product promotion activities. Reflect the user’s participation in the new product development activities of the dimension is divided into participation function,participation in information, participate in the response and participation autonomy.This paper selects 7 different virtual brand communities,collecting data in the form of questionnaires, using SPSS21 and SMART to do descriptive statistical analysis, single factor analysis of variance, correlation analysis, multiple regression analysis and regulation analysis to verify the impact of user participation in new product development activities on the brand experience. This paper draws the following conclusions:(1) Participation function positively affect sensory experience, emotional experience, Intellectual experience and related experience; Participation information negatively affect sensory experience, emotional experience and related experience, and positively affect Intellectual experience; Participation in the response does not affect the intellectual experience, positively affect sensory experience, emotional experience and related experience; participation in autonomy positively affect sensory experience,emotional experience, intellectual experience and related experience.(2) the type of users to participate in the new product development has moderating effect on the relationship between user participation behavior and brand experience. The research results of this paper not only enrich the theoretical results of new product development and brand experience, but also provide strategies and suggestions for enterprises that establish a virtual brand community.