摘要
越来越多的企业在产品创新中吸引顾客参与,期望提升顾客满意。以往研究表明,在简单产品的创新中,顾客参与程度和满意度之间呈现正向关系。但是,在高复杂度产品创新范畴,本研究却发现顾客参与和满意之间并非呈现简单的线性关系,还受到一些因素的调节作用。本研究在高复杂度产品创新中提出顾客知识的概念,将顾客参与分为两个构面(顾客作为信息提供者和共同参与者),将顾客满意分为两个维度(顾客对参与过程体验满意度和对参与结果满意度),探讨顾客知识对参与程度和满意度关系的调节效应。实证研究结果显示,在高复杂度产品创新中,无论顾客是作为信息提供者,还是作为共同开发者,在相同参与程度时,高知识顾客的满意度高于低知识顾客。同时,由于顾客知识的调节效应,顾客参与和满意之间不是在任何情况下都呈正向关系,当低知识顾客作为共同开发者,参与越深反而对参与过程感觉越不满意。研究结论为如何吸引顾客参与来提升顾客满意提供了具体指导。
More and more enterprises invite customers to participate in their product innovation in order to improve customer sat- isfaction degree. Past research has proved that customer involvement is positively related to satisfaction degree in low - complexity product innovation. However, in high -complexity product innovation, it is found that the relationship between customer partici- pation level and satisfaction degree is not simple linear, and is moderated by some factors. The concept of customer knowledge in high - complexity product innovation is proposed, the research differentiates two dimensions of customer participation level, that is, as an information resource or as a co - developer and two dimensions of customer satisfaction degree, that is, during product innovation or after product innovation, and explores the moderating effects of customer knowledge in the relationship between cus- tomer participation level and satisfaction degree. Empirical results show that in the high - complexity product innovation, no mat- ter customer participation as an information resource or as a co - developer, customers with high knowledge levels get more satis- faction than that with low knowledge levels at the same participation level. What is more, due to the moderative effects of custom- er knowledge, the customer involvement is not always positively related to satisfaction. When the customer with low knowledge levels acts as a co - developer, the deeper customer participation level is, the less satisfaction degree is. The results provide spe- cific guidelines as to how to attract customer participation in order to improve customer satisfaction.
出处
《科研管理》
CSSCI
北大核心
2012年第12期1-9,共9页
Science Research Management
基金
国家自然科学基金项目(71002018
71072025)
起止时间:2011.1-2013.12
教育部人文社会科学基金项目(08JC630059)
起止时间:2009.1-2011.12
关键词
高复杂度产品创新
顾客参与程度
顾客满意度
顾客知识
high- complexity product innovation
customer participation level
customer satisfaction degree
customer knowl-edge
