The Impact Of Online Participation Customers' Network Embeddedness On Knowledge Creation

With the intense market competition,product innovation has entered a new era of micro-enterprises need timely in-depth grasp of the needs of the dynamic of the market,in order to adapt to the highly competitive market environment.The traditional survey time lag due to the presence of severe and difficult to obtain in-depth information on demand,has been unable to meet the needs of enterprise development.Direct contact with customers,so that customers directly involved in the business of new product development in the past,in order to make timely and thorough grasp of the needs of the enterprise market dynamics.With the development of Internet and information technology,in the form of customer participation also by the following line to the line,which will not only help to reduce the cost of participation,but also help improve the efficiency of participation.Many companies are beginning to muster active in the virtual community of customers to participate in the development of its new products in order to better grasp customer needs and preferences to absorb knowledge from the customer.Absorb customer knowledge can significantly improve the performance of new product development of enterprises,but the knowledge of the customer directly to the development of new products,it is difficult to produce innovative products,knowledge must be integrated with the customer's debris,knowledge creation,in order to effectively promote the business development of new products.Based on social network theory,where the role of human behavior by their social networks.Summoned to the customer from the virtual community,their behavior is also likely to be affected by other customers,that social networking properties of the virtual community is likely to affect the participation of the customer's online behavior.Therefore,this article from the online customers to participate in the network embeddedness of view,the impact mechanism of network embeddedness of knowledge creation,through literature review found that knowledge transfer and groupthink may be a key intermediary network embedding and knowledge creation,knowledge radicalism may Groupthink and knowledge transfer play a regulating effect.Through the cool disk and millet online customer participation empirical studies have found that the positive impact of network embeddedness of knowledge creation,knowledge transfer groupthink and knowledge creation can generate a positive impact.Network embeddedness only relational embeddedness positive impact knowledge transfer,knowledge transfer part of intermediary role is proved;the positive impact of network embeddedness groupthink,the intermediary role of all groups is proved;Moderating Effect of knowledge radicalism significant.Conclusions of this study will help guide business customers online to participate when called for customers to participate in a reasonable management team,as selected by the customer referrals way close relationship between customer groups,to enhance the relationship between embeddedness;by introducing a similar background customer awareness improve cognitive embeddedness;by applying external pressure groups to improve the degree of thinking;to increase the degree of knowledge of radical measures to improve the efficiency of customer knowledge creation,thus contributing to the development of new products and manufacturing fluctuations in customer participation in view of the conflict.