Research On The Impact Of Customer Participation In New Product Development On New Product Performance

Nowadays,the market environment is changing rapidly,understanding and utilizing customer demand is the key to successful new product development.So customer participation in new product development plays an important role in the development of enterprises.Customer participation in new product development not only refers to the customer to provide their information needs,but also includes jointly developing new products with customers,and customers’ independent research and development of new products.Therefore,based on customer participation in new product development as the starting point and according to the different degree of customer participation,we divide customer participation into three types:customer participation as an information source,customer participation as co-developers,and customer participation as innovators.And to intensively study their impact on the performance of new products under the mediating effect of enterprises’ breakthrough innovation ability and incremental innovation ability and the moderating effect of the resource patchwork.In this paper,through the literature review,we use the questionnaire to collect data,and use IBM SPSS Statistics version 22 statistical package software for data statistics and analysis,then we get the following conclusions:Firstly,customer participation as an information source、customer participation as co-developers and customer participation as innovators have significant positive effects on new product performance.Secondly,the three forms of customer participation have a significant positive impact on the two innovation ability of enterprises,where customer participation as co-developers has the greatest impact on the breakthrough innovation capability of enterprises,and the impact of the customer participation as an information source on the innovation capability of enterprises is the least;customer participation as an information source has the most influence on the enterprise’s innovation ability,customer participation as innovators has the least impact on the enterprise’s incremental innovation capability.Thirdly,the innovation ability of enterprises has an intermediary role between customer participation in new product development and new product performance,that is Customer participation in new product development can improve the performance of new products by promoting the innovation ability of enterprises.Fourthly,the resource patchwork has a moderating effect on the breakthrough innovation ability and the performance of the new product,while the adjustment effect between the incremental innovation capability and the performance of new product is not significant.Therefore,the enterprises which have strong breakthrough innovation ability,should choose the customer participation as co-developers to maximize the performance of their new product performance;the enterprises which have a strong incremental innovation ability,should choose the customer participation as an information source to maximize their new product performance.In addition,the enterprises which have a strong breakthrough innovation ability should not use resource patchwork to improve the performance of new products,but should focus on the development and utilization of the resources which enterprises haven’t now;the enterprises which have a strong incremental innovation ability should pay more attention to promote their own innovation ability,rather than enhance their resource patchwork degree.