| Innovation is the first driving force for development.With the rapid development of Internet information technology,the innovation paradigm has gradually developed from closed innovation dominated by traditional enterprises to open innovation integrating internal and external resources.External users have become an important source of innovation.Many enterprises have adopted open innovation communities to attract external users to participate in enterprise product or service innovation.In order to guide users to actively participate in community activities and feedback suggestions,the open innovation community encourages users to share knowledge and information and contribute innovation resources through a series of incentive mechanisms,so as to achieve win-win innovation between users and enterprises.However,there are some practical problems in the actual operation of the community,such as imperfect incentive mechanism and inactive participation.The academic research conclusions on the relationship between incentive mechanism and user participation have not been reached.In this context,based on the open innovation theory,user innovation theory and community incentive theory,combined with the social exchange theory and social capital theory,starting from the practical problems of the open innovation community in attracting users to participate in innovation,encouraging users to create value together,and taking the open innovation community Honor Club as the research object,this thesis studies the impact of the incentive mechanism of the open innovation community on user innovation participation behavior,It is expected to verify the relationship between incentive mechanism and user participation in theory,improve its innovation management ability with community incentive mechanism as the starting point in practice,and provide other communities with reference to innovation methodology.The first part of this thesis is introduction,explaining the background and purpose of this topic,analyzing its theoretical and practical significance,and sorting out the route,methods and content innovation points.The second part is literature review and theoretical review.Through combing the relevant research on open innovation community,user innovation participation behavior and community incentive mechanism,the incentive mechanism is divided into material incentive and spiritual incentive,and user innovation participation behavior is divided into browsing,posting and replying.The third part is the hypothesis proposal and model construction.Based on the social exchange theory and social capital theory,under the background of open innovation community,the thesis puts forward the hypothesis of the impact of material incentive mechanism and spiritual incentive mechanism on the user’s innovative participation in browsing behavior,posting behavior and replying behavior,analyzes the regulatory role of social relations in it,and puts forward relevant hypothesis.On this basis,the dynamic panel data model is initially established.The fourth part is empirical analysis and model test.First of all,the research collected samples and processed data,and selected the open innovation community Honor Club as the research object,and used Python program to capture the public information of user pages,such as the length of browsing,the number of posts,the number of replies,points,medals,and the number of friends,and other data in different periods.Finally,991,440 pieces of data of 5,508 users were retained as valid samples,and the data were initially processed.Secondly,the research has verified the hypothesis and analyzed results.After explaining the relevant variables and constructing the regression equation,the research used the systematic GMM empirical method to verify whether the impact of material incentives and spiritual incentives on user browsing,posting and replying is significant,and analyzed the moderating role of social relations one by one.Finally,the validity of the conclusion is proved by relevant tests.The fifth part is the conclusion,which summarized the theoretical contribution according to the research conclusion,gave the community’s suggestions and countermeasures in the aspect of incentive mechanism,summarized the limitations of this study and further research.The research conclusions of this thesis can be summarized into three points.First,material incentives have a significant positive impact on users’ innovative participation in posting and replying,while material incentives have no significant impact on users’ online browsing behavior;Secondly,spiritual motivation has a significant positive impact on users’ innovative participation in browsing,posting and replying;Third,social relations have a moderating effect in the process of the impact of incentive mechanism on the user’s innovative participation behavior.Except that social relations have no significant moderating effect on the effect of material incentives on the number of user replies,others are all significant.Therefore,the empirical results are generally in line with the expected assumptions,but there are still many deficiencies.Further research can make up for the limitations of this research from community sample selection,variable data selection and empirical model construction. |
