An Empirical Study On The Impact Of Customers' Participation In The Service Innovation Based On The Virtual Community

With the acceleration of economic globalization,increasingly fierce competition among enterprises has shifted from pure commodity competition in the form of services.Only to maintain a constant service innovation that enterprises could keep their own competitive edge in this changing market situation.Not only opportunities,uncertainty of serve innovation can also cause huge losses to companies,then how to reduce these uncertainty relations has a direct effect to the result of market competition.Therefore,many enterprises have realized that it's essential to attract maximum consumers to take part in the serve innovation.Besides,with the development of the internet technology,customers could exchange information with enterprises more easily and their needs could be understood better,and then,enterprises could not only grasp the direction of market changes,but also could provide sustainable serve innovation more energy.Consequently,it's rather significant to research the customers' effects to the serve innovation in the visual community.This paper builds,which of the relations among customers' participation,information quality of visual community and serve innovation,on the bases of existing research results.And this paper conducts a survey among community members,then analysis these data by means of SPSS and AMOS as well,assumptions were also verified based on the correlation between variables.Through the empirical analysis,we found that between customers' participation and service innovation,information quality of visual community and serve innovation,customers' participation and information quality of visual community,there is a positive correlation.And information quality of visual community plays completely mediating role in the impact of customer participation on service innovation.Thus in this paper,according to the results of this research puts forward some suggestions.