顾客依赖及其对顾客参与新产品开发的影响被引量：17

Customer Dependence and Its Influence on Customer Participation in New Product Development

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摘要为了降低新产品开发的风险,企业越来越强调让顾客参与到新产品开发的过程中。以B2B市场为背景,基于企业的视角,以制度经济学中的依赖理论为基础,探讨组织市场中顾客参与新产品开发的动因,通过问卷调查法初步研究顾客依赖的影响因素及其对顾客参与新产品开发的影响。研究结果表明,在B2B市场中,环境的不确定性和交易专项投资对顾客依赖产生正向的影响,顾客依赖对顾客参与新产品开发具有正向影响,信任对顾客依赖与顾客参与新产品开发的关系有正向调节作用。最后,提出相关的营销建议。 In order to reduce the risks of new product development, finns are more and more concerned about customer participation in new product development process. Using B to B market as research background and dependence theory from institutional economics as theoretical basis, the study investigates the drivers of customer participation in new product development in organization market from a firm perspective. Factors affecting customer dependence and their effects on customer participation in new product development are preliminarily examined by a questionnaire survey design. The results show that： in B to B market, environmental uncertainty and transaction-specific investment have positive impacts on customer dependence; customer dependence has a positive impact on customer participation in new product development; the relationship between customer dependence and customer participation in new product development is positively moderated by trust. Suggestions for marketers are provided in the end of the paper.

作者汪涛崔楠芦琴

机构地区武汉大学经济与管理学院

出处《管理科学》 CSSCI 北大核心 2009年第3期65-74,共10页 Journal of Management Science

基金国家自然科学基金(70672068)~~

关键词顾客依赖顾客参与新产品开发环境不确定性交易专项投资 customer dependence customer participation new product development environmental uncertainty transaction-specific investment

分类号 F713.5 [经济管理—市场营销]

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