社区支持、知识心理所有权与外向型知识共创

A research on the relationship between community support, knowledge-based psychological ownership and extroverted knowledge co-creation

借鉴心理所有权和组织支持理论,构建虚拟品牌社区支持、顾客知识心理所有权与顾客—企业外向型知识共创的关系模型,以6个智能手机社区中288位参与创新顾客为样本,进行问卷调查和结构方程模型分析。研究发现:社区情感性和工具性支持对外向型知识共创有显著的正向影响;知识心理所有权在情感性、工具性支持与外向型知识共创关系中起部分中介作用;顾客领先性在情感性、工具性支持与知识心理所有权,及知识心理所有权与外向型知识共创的负向影响关系中起正向调节作用。

The rapid development of the Internet and information technology has provided convenient conditions for the transformation of knowledge creation from the closed mode to the open one.Meanwhile,virtual brand community has also become an important online open innovation platform for enterprises,where customers can conduct knowledge co-creation with the enterprise.At the same time,there are a large number of"diving"customers in the community,and not all customers are willing to co-create knowledge with enterprises.In particular,the extroverted knowledge co-creation,which is customer-led and requires great efforts from customers,puts forward higher requirements on customers′subjective initiative.Therefore,how to dispel the resistance and non-cooperation of customers and stimulate the enthusiasm of customers to co-create knowledge with enterprises has become a management problem facing by virtual brand community.Psychological ownership of customer knowledge is an important factor that inhibits customer-enterprise extroverted knowledge co-creation.According to the theory of psychological ownership,an individual will have feelings for what he has spent energy to create.If he loses control of it,he will have psychological tension or pressure,so he is unwilling to share ownership with others.When individuals believe that the ownership of knowledge belongs to themselves,that is,when they form strong psychological ownership of knowledge,they tend to retain knowledge.In virtual brand community,since the knowledge co-created with the enterprise must be shared with the enterprise,the psychological ownership of customer knowledge will inhibit customer-enterprise extroverted knowledge co-creation.Therefore,reducing the psychological ownership of customer knowledge through community support and other means is essential to efficiently achieve customer-enterprise extroverted knowledge co-creation.Based on the psychological ownership and organizational support theory,this paper explores the relationship between virtual brand community support,customer knowledge-based psychological ownership and customer-enterprise extroverted knowledge co-creation,using 288 candidates from 6 smart phone virtual brand communities as the sample for questionnaire and SEM analysis.The result shows that community emotional and instrumental support has a significant positive effect on the customer-enterprise extroverted knowledge co-creation.In addition,knowledge-based psychological ownership plays a partial medium role between community emotional support,instrumental support and customer-enterprise extroverted knowledge co-creation.Finally,customer leading plays a positive regulatory role in the negative relationship between community emotional,instrumental support and knowledge psychological ownership,and also a positive regulatory role in the negative relationship between psychological ownership and customer-enterprise extroverted knowledge co-creation.The results provide a new perspective and framework for the research of knowledge co-creation.Firstly,combined with the specific situation of online customer participation in virtual brand community innovation activities,the research object is changed from common customer-enterprise introverted knowledge co-creation which based on customer knowledge acquisition led by enterprises,to extroverted knowledge co-creation which based on the fusion of customer and enterprise knowledge led by customers;and we use the theory of organization support to discuss the mechanism of community support for extroverted knowledge co-creation,which expands and enriches the research horizon and content of customer online participation in innovation.Secondly,we put forward the innovative view that customers who participate in community innovation activities,like employees of the company,will also have psychological ownership of the knowledge they create;meanwhile we analyze and verify the mediating role of customer knowledge psychological ownership on the relationship between community support and extroverted knowledge co-creation,which provides a new perspective to explain the problem of customer-enterprise knowledge co-creation.Thirdly,considering the differences between customers and drawing on the concept of leading customers,we use customer leadership as a moderating variable,construct and verify an integrated theoretical analysis framework of community support for customer-enterprise extroverted knowledge co-creation,which expands existing research both in-depth and detail,in addition,it provides ideas for future research.At the same time,it has certain management implications for enterprises.First,provide community support for customers to participate in innovation.On the one hand,enterprises should pay close attention to customers,respect their values and suggestions,and actively communicate and feedback with them to encourage them to make more contributions to the community;on the other hand,enterprises should also provide customers with various innovative resources and convenient conditions,such as providing personnel,consultation,knowledge and other supports,therefore improving customers′innovation ability,and timely solving the problems they encountered in innovation activities.Second,reduce customers′psychological ownership for knowledge.On the basis of providing emotional and instrumental support to customers,enterprises should also adopt a variety of customer knowledge management methods,such as creating an open and shared community atmosphere,adopting task-oriented innovative participation methods,and empowering customers with more innovation power,etc.Third,focus on high-leading customer groups.On one hand,community-led enterprises must improve customer management and classification,and actively search for and identify high-leading customer groups.On the other hand,they must improve the relevance and effectiveness of emotional and instrumental support,and give priority support to high-leading customer groups.The last is to enhance the scientificity and focus of customer knowledge management.