企业非市场战略对BoP包容性创新的影响研究——有调节的中介效应

The Impact of Non-market Strategy on Bop Inclusive Innovation——A Mediated Moderation Model

基于资源理论与制度框架,构建了以政府支持为中介,社交媒体活动为调节的非市场战略对包容性创新影响的理论模型。通过235份企业调查数据的实证分析表明:企业非市场战略增强了企业包容性创新,政府支持在两者关系间发挥中介作用;同时,企业社交媒体活动对前述关系均具有调节作用。

Based on the resource theory and institutional theory,this paper proposes a theoretical model of firm's non-market strategy and inclusive innovation,with government support as the mediator,social media activities as the moderator.Based on the surveys of 235 firms,empirical results show that firm's non-market strategy has a positive effect on BoP inclusive innovation,and government support mediates the relationship between them.Moreover,firm's social media activities both strengthen the relationship among them.