行动比声音更有力量吗?——开放式创新社区用户交互与用户创意更新持续贡献行为研究

Are Actions More Powerful than Words?——User Interaction and Continuous Contribution of User Idea Updates in Open Innovation Community

用户在原有创意基础上的持续更新是企业开放式创新社区(OIC)创意质量提高的良性驱动,同时,也是决定OIC成功的关键因素之一。尽管已有从内外动机、用户、用户间和社区环境等不同视角探究对社区用户持续贡献行为的影响,但忽视了用户创意更新这一持续贡献行为的研究。因此,本研究引入消费者行为领域对在线社区用户交互的分类——基于意见的交互和基于行动的交互,探讨不同类型的交互行为对用户创意更新持续贡献的影响及作用路径。研究发现,基于意见的交互和基于行动的交互对用户创意更新均有显著影响。用户的创新经验正向调节基于意见的交互对用户创意更新的影响,反向调节基于行动的交互对用户创意更新的影响。采用定性比较分析方法,发现了3种影响用户创意更新的前因组态,进一步验证了实证结果。最终结果显示,基于意见的交互是促进用户高创意更新主要路径中的核心存在,“声音”比“行动”更能促进用户的创意更新持续贡献。

The continuous updating on the basis of original ideas is a benign driving force for the improvement of the creative quality of enterprise open innovation community(OIC),and it is also one of the key factors determining the success of OIC.Although there have been different perspectives on internal and external motivations,users,inter-user and community environments to explore the impact on the continuous contribution behavior of community users,the research on the continuous contribution behavior of user idea update is ignored.Therefore,this study introduces the classification of online community user interaction in the field of consumer behavior-opinion-based interaction and action-based interaction,to explore the impact of different types of interaction behavior on the continued contribution of user idea updates and analysis of the role path.The study finds that both opinion-based interactions and action-based interactions have a significant impact on user idea updates.The user’s innovation experience positively regulates the influence of opinion-based interaction on user idea updates,and reversely regulates the effect of action-based interaction on user idea updates.A qualitative comparison analysis is used to discover three kinds of causal configurations that affect user’s idea updates,which further verifies the empirical results.The final result shows that opinion-based interactions is the core existence in the main path of promoting high idea updates of users.“Voice”is more effective than“action”in promoting continuous contributions of users’idea updates.