用户潜在创造力对数字产品创新的影响--基于动机-机会-能力理论视角

Impact of User Potential Creativity on Digital Product Innovation:Based on the Motivation-Opportunity-Ability Theory

大模型本质是一种数字产品创新,突破大模型等人工智能通用性、可靠性和泛化性瓶颈,需要用户广泛参与。用户的潜在创造力能否提升数字产品创新绩效,以及新兴数字技术对用户潜在创造力与数字产品创新的关系具有哪些影响,探讨并应对以上问题对于充分发挥中国海量数据和丰富应用场景优势具有重要的理论与实践意义。本文以全球最大的3D打印平台Thingverse的数字产品为研究对象,基于动机-机会-能力(MOA)理论视角展开研究,发现:①用户潜在创造力构成数字产品创新绩效的重要影响因素,尤其是内在动机领先用户的潜在创造力具有更显著的影响;②数字技术使用方式在其中发挥调节效应,探索式使用会增强用户内在动机对数字产品创新绩效的促进作用。本文区别于既有问卷方法测量用户创造力的研究,通过平台客观数据测量用户内在动机和领先性来构造用户潜在创造力这一潜变量,从创新机会视角区分数字技术利用式与探索式使用的调节效应,刻画用户动机、机会和能力在数字产品创新中的关系及其对创新绩效的影响规律而形成理论创新。本文结论为中国开展“人工智能+”等数字产品创新行动提供了用户行为管理视角的理论依据,对数字产品创新实践具有启示意义。

Large models are inherently a form of digital product innovation.Overcoming the bottlenecks of generalizability,reliability,and adaptability in large models and artificial intelligence(AI)necessitates widespread user participation.However,current research about AI lacks exploration of user participation behaviors and their innovative potential across multiple application scenarios.As complementary and counterpart entities to Al,can user potential creativity improve digital product innovation performance Furthermore,how can enterprises enhance the positive effect of user potential creativity on digital product innovation through digital technologies This is a cutting-edge theoretical issue that urgently needs in-depth discussion by leveraging China's massive data and rich application scenarios.This study examines digital products on Thingverse,the world's largest 3D printing platform,to explore the impact of user potential creativity on digital product innovation and the role of digital technology use from the perspective of motivation-opportunity-ability(MOA)theory.The findings are as follows.Firstly,user potential creativity constitutes an important influencing factor of digital product innovation performance,particularly from intrinsically motivated lead users.Secondly,digital technology use ways play a crucial moderating role,with explorative use enhancing the positive impact of intrinsic motivation on digital product innovation performance and exploitative use weakening the positive impact of lead users on digital product innovation performance.Therefore,enterprises or platforms focused on digital product innovation should segment users according to their different levels of potential creativity and consider the alignment between different use ways of digital technology and types of innovation opportunities to incentivize heterogeneous users.Different from existing research measuring user creativity by questionnaire,this study utilizes machine learning algorithms to construct the latent variable of user potential creativity by measuring intrinsic motivation and lead users through platform objective data.From the perspective of innovation opportunity,this study distinguishes the moderating effects of exploitive use and explorative use of digital technology.Therefore,this study systematically depicts the inherent relationships between user characteristics(motivation and ability),external environmental features(opportunity),and digital product innovation performance from the perspective of the MOA theory.The conclusions provide a theoretical basis from a user behavior management perspective for China's“AI+” initiatives,facilitating the development of Al applications in multiple scenarios towards verticalization and industrialization,and offering valuable insights for digital product innovation.