Research On The Influencing Factors Of Customers' Intention Of Online Participation In New Product Development

With the improvement of the productive capacity and the level of customer consumption,the market has been in generally oversupply and entered the customer-centric era.In order to win in the fierce market competition,enterprises pay more attention to the needs of customers in the development of new products.Customer participation in new product development has become an important way for enterprises to obtain customer demand information and improve the success rate of new product development.With the development of the network,customer online participation in new product development is becoming more and more common,and it has become the main way of customer participation in new product development.This paper took customer online participation in new product development as a topic and the on-line game as an example.According to the theory of planned behavior and relevant literatures,we put forward the main influencing factors of customers' intention of online participation in new product development,and assumptions and theoretical model.Finally,we used empirical research methods to demonstrate and analyze these factors.We collected data with questionnaires,which designed on the basis of the classical scales used by the former scholars,combined with the research topic and the research object.Questionnaires were distributed on line,and 328 valid questionnaires were recovered.By using the SPSS and AMOS software,we found the following conclusion.Factors that influence customers' intention of online participation include participation attitude,perceived behavior control and unique product demand and the greatest influencing factor is participation attitude.We also found that the attitude of customer participation be positively affected by the fun of participation,brand emotion and incentives from enterprises,and perceived behavior control be positively affected by knowledge and facilitation.Finally,according to the research results,this paper put forward solne specific management recommendations for enterprises to motivate customers to participate in new product development on line scientifically and effectively,and improve the success rate of new product development.