虚拟品牌社区顾客动机对产品创新行为的影响被引量：5

Effects of Customer Motivation on Product Innovation Behavior in Virtual Brand Communities

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摘要以软件虚拟品牌社区为研究背景,识别了顾客不同动机对不同产品创新行为的影响,分析了虚拟品牌社区环境因素对顾客动机与产品创新行为的调节作用。结果发现,兴趣动机对产品创意、产品测试和产品上市有显著的正向影响;社交动机、获取奖励动机对产品上市有显著的正向影响。自由氛围对兴趣动机和产品创意的关系存在调节作用。声誉激励对兴趣动机和产品测试的关系存在调节作用;声誉激励对获取奖励动机和产品上市的关系存在调节作用。 Taking virtual brand communities as the effect of various customer motivations on different research background, this paper identifies the product innovation behaviors and analyzes the moderating effect of virtual brand communities upon customer motivation and product innovation behavior. The results show that interest motivation exerts significant positive effect on product innovation, product testing and product launch, while social motivation and reward motivation have significant positive influence on product launch. Free atmosphere regulates the relationship between interest motivation and product innovation, reputation incentive regulates the relationship between interest motivation and product testing, and reputation incentive regulates the relationship between reward motivation and product launch.

作者李雪欣包文莉夏天

机构地区辽宁大学商学院

出处《东北大学学报（社会科学版）》 CSSCI 北大核心 2014年第5期468-473,共6页 Journal of Northeastern University(Social Science)

基金教育部回国留学人员科研启动基金资助项目(教外司留[2010]609号) 辽宁大学国家级项目预申报基金资助项目(2011LDGY21) 辽宁省教育厅人文社科重点研究基地资助项目(ZJ2014003)

关键词虚拟品牌社区环境顾客动机产品创新行为 virtual brand community customer motivation product innovation behavior

分类号 F270.7 [经济管理—企业管理]

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