电子商务市场特征对产品创新影响的实证分析

Empirical Analysis of the Impact of E-commerce Market Characteristics on Product Innovation

从电子商务价值理论的角度分析,创新产品可以促进客户价值的提高或创造更多客户价值,但在实际创新过程中,往往受到市场环境因素的影响。从目前的研究情况来看,大部分产品创新的研究都以传统市场为基础。本文根据电子商务的各类理论,包括信息过载、从众行为、客户价值等,将信息和竞争强度作为主要市场特征,以这两个特征为前导变量,建立电子商务产品创新的影响模型,分析各个变量之间的关系并做出假设。另外,针对国内较大的B2C平台中电商企业的数据进行收集,采用多元回归分析的方法检验电商市场特征对产品创新的影响,检验结果可以为电商企业的产品创新提供一定的参考,对电子商务行业的发展有一定的帮助。

From the perspective of e-commerce value theory,it is possible to improve or create customer value with innovative products,but in the process of actual innovation,it is often infl uenced by the factors from the market environment.According to the current research situation,most of the studies on product innovation are based on the traditional market.In this article,based on various theories of e-commerce,including information overload,herding behavior,and customer value,information and competition intensity are taken as the main market characteristics,and these two characteristics are used as leading variables to establish the infl uence model of e-commerce product innovation,analyze the relationship between each variable and make hypotheses.In addition,the data of e-commerce enterprises in the larger B2C platforms in China can be collected and the infl uence of e-commerce market characteristics on product innovation can be tested by using multiple regression analysis,and the test results can provide some references for product innovation of e-commerce enterprises and help the development of e-commerce industry.