企业开放式创新社区创意采纳影响因素研究——价值共创视角

Research on the Influencing Factors of User Idea Adoption in Enterprise's Open Innovation Community:based on the Value Co-creation Perspective

从价值共创视角出发,基于信号传递理论,整合消费者使用企业产品创造价值、消费者与消费者互动创造价值、企业与消费者互动创造价值3个层面,探讨开放式创新社区中创意采纳影响因素。通过对小米MIUI社区创意的文本挖掘与实证分析发现,消费者使用企业产品创造价值层面,创意信息熵和情感强度正向影响创意采纳,创意长度负向影响创意采纳;消费者互动创造价值层面,支持量正向影响创意采纳,浏览量和评论量负向影响创意采纳;企业与消费者互动创造价值层面,企业回复信息熵和回复情感强度与创意采纳呈正相关,企业回复长度与创意采纳呈负相关。由此,建议企业规范消费者创意提出形式,注重需求一致性与异质性带来的市场需求信号,通过有效回复策略提升消费者创意质量,从而形成促进价值共创的良性循环。

From the perspective of value co-creation,based on the theory of signal transmission,integrate consumers'use of enterprise products to create value,consumer-consumer interaction to create value,and enterprise-consumer interaction to create value,and explore the influencing factors of user idea adoption in open innovation communities.Through text mining and empirical analysis of the user ideas in Xiaomi MIUI community,it is found that:consumers use products to create value level,the information entropy and emotional intensity of user idea positively affect it adoption,and length of user idea negatively affects it adoption;consumer interaction creates value level,the amount of support positively affects user idea adoption,and the number of views and comments negatively affects user idea adoption;the interaction between enterprise and consumers creates value level,the response information entropy and response emotional intensity of enterprises are positively correlated with user idea adoption,and the length of enterprise response is negatively correlated with user idea adoption.It is recommended that enterprises guide consumers to propose idea forms,pay attention to market demand signals brought about by demand consistency and heterogeneity,and adopt effective response strategies to improve the quality of consumer idea and promote a virtuous circle of value co-creation.