新产品开发中的消费者创意——产品创新任务和消费者知识对消费者产品创意的影响

Consumers' Original Ideas in the Product Innovation

产品创新活动中的外部参与已经引起了众多的研究关注,越来越多的企业希望在产品开发中更早导入顾客的力量。在一般消费品领域,有关消费者参与创新的研究还非常有限。本文通过实验法,探讨了在一般消费品领域,产品创新任务和消费者知识对消费者产品创意的影响。研究表明,产品创新任务会对消费者的产品创意表现产生影响,而且产品创新任务和消费者知识会对消费者的产品创意表现产生交互效应。在核心系统创新任务中,拥有丰富产品知识的专家消费者的创意更为优秀,而在周边系统创新任务中,普通消费者的创意更具原创性、更有价值。

The external participation in the activities of product innovation has arrested much attention in the research circle, and more and more firms hope to introduce and use consumers' strength.But concerning common consumer products, the researches on this partaking and originality of consumers are quite limited.By the use of experimental method, we have, in this article, explored the impact, in the realm of common consumer goods, of both the tasks of product innovation (TOPI) and consumers' related knowledge, on con-sumers' creative ideas in the product innovation.The results of our study show that the TOPI will impact on consumers' ideas mentioned above, and that the TOPI and consumers' related knowledge will produce an interaction in consumers' creative ideas in the product innovation.Concerning the TOPI in the system at the core, the inventive ideas of expert consumers with rich knowledge about the related products are much better, while, in the TOPI in the peripheral system, the original ideas of common consumers are more innovative and valuable.