An Empirical Research On Influences Of Interaction Orientation On Service Innovation Performance In Internet Enterprises

With the development of Internet information technology,the interaction between enterprises and customers is getting more frequent.Getting customers' recognition has become an important way for enterprises to improve their performance.Interaction orientation has become the choice for enterprises,especially Internet companies,to gain long-term competitive advantages.However,at present,the research on interaction oriented theory is still very scarce in academia,and how interactive orientation has an impact on the service innovation performance of enterprises remains to be studied.The interaction between enterprises and customers is more important in Internet enterprises.Internet companies are also important carriers for innovating business models and transforming traditional service industries.It is of great significance to study how to improve the service innovation performance of Internet companies in the current economic environment.In this study,knowledge sharing is used as an intermediary variable to construct a research model of Internet enterprise interaction orientation on service innovation performance.By combing related literature and theoretical deduction,this study constructs a theoretical model of ‘interaction orientation-knowledge sharing-service innovation performance'.The interaction between strategic marketing and knowledge sharing in the field of traditional organizational behavior and knowledge management is integrated into a research framework.It is considered that under the environment of frequent interaction between customers and enterprises and rapid market changes,"from outside to inside" is an effective way to improve service innovation performance.Taking the internet enterprise as the research object,this study collected 267 valid samples through the questionnaire survey method and tried to prove the hypothesis by using the software SPSS and AMOS.The empirical results indicate that the interaction orientation of internet enterprises has a significant positive impact on service innovation performance;Knowledge sharing behavior can effectively promote the improvement of service innovation performance of Internet enterprises;Interaction guidance has a significant role in promoting knowledge sharing behavior;Knowledge sharing,that of interaction orientation,plays a part mediating effect in the impact of service innovation performance.From the perspective of organizational knowledge sharing,this study explains the mechanism,which explains the services innovation performance was influenced by the interaction orientation between enterprises and individual customers.This paper organically combines strategic guidance and knowledge management and enriches the development of interaction orientation theory and service innovation theory.Finally it provides effect path and guidance advice for the Internet enterprises to improve service and renovate performance.