顾客参与新产品开发中顾客角色探究

Customer Roles in Customer Participation in New Product Development

引入顾客在新产品开发中作为资源、共同创造者、用户的三种角色,探明不同的项目复杂性和产品创新性下,顾客的三种角色对新产品绩效的影响会有怎样的不同;同时,探索企业如何通过企业关系治理机制促使顾客角色得到有效发挥。发现,(1)双边专项投资、关系规范都能促进顾客角色的发挥;(2)产品创新性能加强顾客作为资源、用户对新产品绩效的作用,而削弱顾客作为共同创造者对新产品绩效的作用;(3)项目复杂性能加强顾客作为资源、共同创造者对新产品绩效的作用。

This study focuses on customer role as resource, co - creator and user in participation in new product development. It investigates the relationship between customer roles and new product performance under different product innovation and project complexity, and it also examines how to implement customer roles through organizational relationship governance mechanism. The results show that ： （ 1 ） Transaction - specific investment and relational norms both facilitate the implementation of customer roles ; （2） Product innovation strengthens the effect of the customer role as resource and user on new product performance, but it weakens the effect of customer role as co -creator; （3） Project complexity strengthens the effect of the customer role as resource and co - creator on new product performance.