Analysis Of The Impact Of User Heterogeneity Factors On User Incentives In Online Innovation Community

With the uncertainty of user demand in the product market increasingly and the widespread use of social media,the closed innovation method of the creative department alone cannot meet the innovation needs of enterprises.To obtain user’s direct demand information,more and more enterprises have established online innovation communities to allow users to participate in innovation.In order to motivate users to publish innovative ideas,online communities adopt reward methods such as coupons and quality answer medals.How to encourage users,especially leading users,to contribute personal ideas actively and continuously through effective incentives has become the focus of an online community platform’s development.Therefore,this paper analyzes the influence of user heterogeneity factors on user incentives in online innovation communities.This paper used the MI’s MIUI community new function discussion model as the background to explore the influence of user heterogeneity factors on user incentives in online innovation communities.From the perspective of the game between online innovation communities and innovative users,this paper researched the issue of user incentives in online innovation communities.Based on the analysis and summary of the existing online innovation communities,lead user identification,user innovation incentives and other related research,this paper used the method of differential game to construct the behavioral game model between online innovation communities and users that do not consider user heterogeneity and consider user heterogeneity.This paper found that the platform’s optimal material incentive for users was not only related to the user’s output elasticity and cost elasticity,but also to the probability of adopting leading user reviews and the user’s spiritual incentives,and the efforts of both parties were also affected by the value of creative output.Through a comparative analysis of the net value of both the platform and the users when the user heterogeneity was not considered and the user heterogeneity was considered,this paper found that when the user heterogeneity factor was considered,the net value of the platform and the users were higher than that of the user heterogeneity was not considered.Designing targeted incentive methods based on different incentive needs of users can bring higher effectiveness to both parties.This paper summarized three points of management enlightenment for online innovation communities.First,online innovation communities should pay attention to the identification of lead users and continue to pay attention to the trends of lead users.Second,the online innovation community should fully consider the heterogeneity of users and design rewards for different types of users in a targeted manner.Third,companies should increase their own emphasis on platform management.The realization of user ideas requires the joint efforts of users and online innovation communities.