顾客参与创新:第三方消费者对产品创新性的感知

Customer Participation in Innovation:the Perception of Product Innovation from the Third-party Consumers

作为顾客参与创新的目标消费群体,第三方消费者如何评价顾客参与创新的成果具有重要的意义。文章通过社会认知理论的视角探讨了顾客参与创新对第三方消费者的影响。通过三组实验发现,顾客参与创新会显著促进第三方消费者对产品创新性的感知,这种创新性感知受到第三方消费者对参与创新顾客身份认同的中介作用。同时,第三方消费者与参与创新顾客的关系紧密性以及参与创新过程的透明度会调节顾客参与创新与身份认同感之间的关系,进而影响第三方消费者对顾客参与创新成果感知创新性的评价。其中,第三方消费者与参与创新顾客的关系紧密性越强,其对参与创新顾客的身份认同度越高;顾客参与创新过程的透明度越高,第三方消费者对参与创新顾客的身份认同感越高。

How the third-party consumers-the target consumer group of customer participation innovation-evaluate the achievement of customer participation innovation is significantly important. From the perspective of social cognitive theory,the paper discusses the impact of customer participation innovation on the third-party consumers. After comparison of the three experiments,customer participation innovation can significantly promote the perception of product innovation ability of the third-party consumers,which is subject to the mediating effect of the identity of the innovation-involved customers exerted by the third-party consumers.Meanwhile the relation closeness between the third-party consumers and the innovation-involved customers and the process transparency will regulate the relationship between innovation participation and role identification,which will further influence the evaluation of the third-party consumers for the achievement perception of the customer participation innovation. Among all of them,the closer the closeness between the third-party consumers and the innovation-involved customers is,the higher the degree if recognition of the third-party consumers for the innovation-involved customers is; the higher the process transparency of the customer participation innovation is,the higher the degree if recognition of the third-party consumers for the innovation-involved customers is.