Research On The Effect Of Customer Innovation Behavior On Their Psychological Ownership In Virtual Network Community

The rapid development of Internet and social media has changed the traditional role of customers.Facing the dazzling market,customers have more independent choice.With the awakening of individual consciousness under the domination of consumption sovereignty,the individualized demand of customers becomes the mainstream,and the customer also gradually transformed from the outsiders gradually to a member of the enterprise.Because of the awakening of customer's sovereignty consciousness,recently enterprises are trying to "please" the various value pursuit of customers,hoping to get the unique competitive advantage by listening to their customers' voice,which is mainly embodied in customer participation,customer participation in innovation and customization.Theoretical research and practical experience also shows that customer participation in innovation helps to promote the positive behavior intention of the customer based on self-experience,such as word-of-mouth,willingness to pay,purchase intention,etc.However,there are few studies on how the customer's psychology have changed after participation in innovation,and how enterprises improve innovation activities according to the change of customer's psychology need more theoretical guidance.In order to research the internal driving factors of customer psychological ownership better,the paper introduces self-efficacy as the mediation variable between customer innovative behavior and customer psychological ownership,deeply analyzes the formation process of customer psychological ownership to the follow-up behavioral intention of customer participation in innovation and excavate the huge hidden value brought by the customer innovative behavior.Based on social cognitive theory,the study explores how customer participation in innovation influences his/her psychological ownership,and how customer self-efficacy strengthens this effect from the perspective of behavior influence attitude.At the meantime,the study also analyzes the interaction between enterprise responsiveness and customer innovative behavior from the perspective of psychological perception,and further explores the boundary conditions of the impact of customer innovative behavior on his/her self-efficacy.Based on theoretical analysis,the study constructs a relationship model between customer innovative behavior,self-efficacy and customer psychological ownership,and puts forward 6 hypotheses on this basic.In order to verify the relationship model and research hypothesis,this study collect data through Internet investigation and field survey,used SPSS 18.0 and LISREL 8.7 to analyze the data,and verify the relationship model and research hypothesis through correlation analysis,structural equation modeling and regression analysis.The results show that the implementation of the innovative ideas has a significant positive impact on the customer psychological ownership;Customer innovative behavior has a significant positive effect on customer self-efficacy;Customer self-efficacy has a significant positive impact on their psychological ownership;Customer self-efficacy plays an mediating role between customer innovative behavior and customer psychological ownership;Customer self-efficacy plays a fully mediating role between the proposal of customer innovative ideas and customer psychological ownership;Customer self-efficacy plays a partial mediating role between the implementation of the innovative ideas and customer psychological ownership;Enterprise responsiveness has a negative moderating effect on customer innovative behavior and customer self-efficacy.The results of this study further explains the research on the follow-up psychology of customer participation in innovation and its internal mechanism,which helps to consciously and purposefully cultivate the exclusive sense and possession of the customer to the enterprise and its products.Finally,according to the research results,the paper puts forward the corresponding management suggestions and future research prospects.