The Effect Of Customer Participation On Technical Innovation Performance

With the advent of the "Internet +" era,more and more enterprises have begun to use virtual brand communities to guide their customers to participate in product development activities in the community,with external customer resources to achieve continuous technical innovation.It is the technical innovation that gives enterprise powerful competitive advantage and explores the effect of customer participation on technical innovation performance in virtual brand community can guide the management practice of enterprise's product development,improve the performance of technical innovation and foster and enhance the core competitiveness of enterprise.Based on the perspective of customer participation in product development,the key factors influencing customer participation in virtual brand community are extracted from two aspects: customer factors(customer characteristics,customer needs,brand emotions),community context(community atmosphere,community incentives)by means of questionnaire and principal component analysis.On this basis,the concept model of the influence of customer participation on technical innovation performance in virtual brand community is constructed by combining the research of customer participation,organizational learning ability and technical innovation performance.The effects of key factors on customer participation,the effects of customer participation on technical innovation performance,and the moderating effect of organizational learning capability on the relationship between customer participation and technical innovation performance are analyzed by empirical study.The results show that:(1)The influence of customer factors and community context on customer participation is presented and validated.Customer factors and community context are significantly correlated with customer participation.Customer characteristics,customer needs,brand emotions,community atmosphere and community incentives have a significant positive effect on information provision,customer characteristics,brand emotions and community incentives have significant positive effect on co-creation.(2)The relationship between customer participation and technical innovation performance is validated.The two dimensions of customer participation,namely,information provision and co-creation,have significant positive effect on technical innovation performance.(3)The relationship between organizational learning ability and technical innovation performance is validated.The three dimensions of organizational learning capability,namely,exploring and recognizing ability,transferring ability and integrating application ability have significant positive effect on technical innovation performance.(4)The effect of organizational learning ability on the relationship between customer participation and technical innovation performance is presented and validated.Exploratory and identifyingability,transferring ability and integrating application ability have significant moderating effects on the relationship between information provision and technical innovation performance.Exploratory and identifying ability,transferring ability and integrating application ability have significant moderating effects on the relationship between co-creation and technical innovation performance.