An Empirical Study On The Effect Of Consumer Participation In Virtual Community On Innovative Products Adoption Intention

With the call of “mass entrepreneurship and innovation” putting forward,companies pay more attention to technological innovation and product innovation.However,both the research of innovative products and the promotion of innovative products in the market have a high risk of failure.Therefore,how to make rapid diffusion of innovative products and allow consumers to adopt innovative products faster has become an important issue for companies and scholars.With the popularization of the internet and the in-depth development of mobile internet,the internet has gradually become the most rapid innovation diffusion media.Consumers are more willing to interact with other members through the virtual community to obtain information about innovative products.Therefore,it is very important to study consumer participation behaviors in virtual communities to increase consumers' intention to adopt innovative products.This study is based on the virtual community situation and takes the virtual community members as the research object.It draws on technology acceptance theory and social influence theory to deeply discuss the consumer participation degree(participation level,participation hierarchy)and participation motivation(cognitive motivation,instrumental motivation,social contact motivation,social reinforcement motivation)in the virtual community and consumer innovativeness influence the intention to adopt innovative products.This article mainly uses the qualitative research and empirical research.Firstly,based on the review of the relevant literature,the paper analyzes the post contents and interview data of Xiaomi community sample members,construct an impact model of consumer participation in virtual communities and adoption intention of innovative products and put forward research hypotheses.Secondly,researcher conducts a questionnaire survey on the consumer participation in virtual communities and the adoption of innovative products through online and offline methods.Finally,the structure of the model is implemented using SmartPLS3.0 statistical software.The test of equations and empirical results show that: under the premise of controlling the influence of consumer innovativeness,the consumer participation degree and participation motivation in virtual communities still have a significant impact on their adoption intention of innovative products.(1)The consumer participation level in the virtual community positively influences their adoption intention of innovative products through the perception of usefulness and ease of use of innovative products;the consumer participation hierarchy in the virtual community positively affects the perceived ease of use of innovation products,but don't affect the perceived usefulness of innovation products significantly.However,it uses the perception of ease of use as an intermediary to contribute to the perceived usefulness of innovative products,which in turn affects their adoption intention of innovative products;(2)The consumer participation motivations in virtual communities has a positive impact on the adoption intention of innovative products through influences the social influence tendentiousness(informational social influence tendency,normative social influence tendentiousness).(3)The higher the consumer innovativeness in the situation of virtual communities,the stronger the intention to adopt innovative products.This study analyzes the relationship between consumer participation in the virtual community and the adoption intention of innovative products,and further perfects the theory of consumer innovative product adoption under the network environment.The conclusion of the study not only clarifies the positive effect of consumer participation in virtual community on their adoption intention of innovative products,but also provides a theoretical basis and practical reference for companies to use virtual communities to promote innovative products in a targeted manner.