产品创新社区不同级别顾客的价值共创行为研究——以MIUI社区为例

Research on Value Co-creation of Customer at Different Levels in Product Innovation Community ——A Case Study on MIUI Community

企业将顾客作为产品创新的一个重要来源,但是在产品创新社区中不同级别的顾客价值共创动机有何差异目前尚缺乏有针对性的研究。本文以MIUI论坛社区为背景,基于使用与满足理论,提出顾客共创价值的影响因素,引入解释水平理论,建立不同级别(普通顾客和特殊顾客)的顾客需求动机对共创价值影响的假设模型。研究发现认知需求、享乐需求对普通顾客和特殊顾客的共创意愿均有显著影响,而个人整合需求和社会整合需求对特殊顾客的共创意愿有显著影响,反而对普通顾客的共创价值意愿没有显著影响。

Customer involvement has been recognized as an important source for enterprise product Innovation.However,there is little comparative research on value co-creation in product innovation community among different levels of customer.With MIUI forum community as the background and based on different levels of customer(ordinary customers and special customers),this study proposes a model based on(1)uses and gratifications theory to explain the antecedents of user value co-creation intention and(2)construal level theory to explain the differential effects of the antecedents for ordinary and special value creator.We test the model through survey data from ordinary and special value creator,and find that cognitive need and hedonic need influence both ordinary and special users value co-creation intentions.However,personal integration need and social integration need affect only special customers value co-creation intentions,but has no significant effect on ordinary customers.