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论文编号：	12383
作者编号：	1120170897
上传时间：	2021/6/10 10:22:20
中文题目：	虚拟社区情境下用户参与对新产品开发绩效的影响机制研究
英文题目：	Research on the Influence Mechanism of User Participation on New Product Development Performance in Virtual Community Context
指导老师：	焦媛媛
中文关键字：	虚拟社区；用户参与；知识创造；新产品开发绩效；企业能力；用户特征
英文关键字：	Virtual community; User Engagement; Knowledge Creation; New Product Development Performance; Firm Capabilities; User Features
中文摘要：	新产品开发的复杂性要求企业必须突破现有组织边界以寻求创新，拥有多元化知识的用户正成为企业获取外部资源以利于创新的关键来源。受制于时空等限制，传统线下情境中企业很难将用户充分融入新产品开发活动。得益于虚拟社区互动性、低成本和自组织等优势，越来越多的企业（如小米、海尔、Muji等），投入大量资源以创建和利用虚拟社区吸引用户参与新产品开发。尽管用户参与有助于企业获取多元的用户创意和市场趋势，增强产品创新性，但在实践中，用户参与的表现却远低于预期。例如，Netflix公司与用户共同设计开发DVD推荐算法以失败告终等。那么，在虚拟社区情境下，用户参与是否会产生卓越的新产品开发绩效仍有待进一步探究。 已有研究主要聚焦于线下用户参与，更多关注于用户参与和产品开发绩效之间的线性关系，且学者大多强调用户参与能够带来更好的新产品开发绩效。然而，虚拟社区情境下，用户参与的规模更加庞大，参与主体愈加多元化，海量的用户生成内容更容易给企业带来信息过载、认知注意力下降等负面影响。因而，在虚拟社区情境下，用户参与在新产品开发中的作用可能并非单纯的“多多益善”。进一步地，虚拟社区情境下，用户参与对新产品开发绩效的内在作用机制的“黑箱”尚未得到揭示；用户参与的效果受到哪些情境因素的影响还有待深入探索。为解决上述问题，本研究旨在探讨虚拟社区情境下，用户参与对新产品开发绩效的影响机制，并具体通过三个递进的子研究来回答该问题：子研究一综合考虑了用户参与的正面和负面效应，分析了虚拟社区情境下，用户参与对新产品开发绩效的非线性影响，并进一步探讨了知识创造的中介作用机制；在此基础上，子研究二识别并探究了两种关键的企业能力——网络能力和知识协奏能力对用户参与和新产品开发绩效之间关系的调节作用；并且基于151家企业的新产品开发项目的调研数据，实证检验了虚拟社区情境下，用户参与、知识创造与新产品开发绩效的关系，以及企业能力的调节作用；子研究三识别并分析了两种关键的用户特征——用户经验和网络连接性对用户参与和新产品开发绩效关系的调节作用，并基于社会化NPD社区Quirky的二手数据，对用户特征的调节作用进行实证检验。 实证研究结果表明：（1）与“多多益善”的假设相反，虚拟社区情境下，用户参与对新产品开发绩效的影响并不一定总是线性的，而是存在“先升后降”的“倒U型”关系，用户参与程度存在最佳的“参与度”，适度的用户参与才能带来更高的新产品开发绩效，参与不足或过度参与都可能会导致新产品开发绩效下降。（2）知识创造在用户参与和新产品开发绩效之间的“倒U型”关系中发挥着中介作用，用户参与和知识创造之间呈“倒U型”关系，而知识创造正向影响新产品开发绩效。进一步地，结合新产品开发绩效的特性，将其分为创新性和上市速度两个维度，知识创造在用户参与和新产品开发绩效的不同维度的中介作用存在差异，知识创造在用户参与和新产品创新性之间发挥着部分中介效应，在用户参与和新产品上市速度之间具有完全中介效应。（3）将企业能力分为网络能力和知识协奏能力两种；企业的网络能力和知识协奏能力正向调节了用户参与对知识创造的“倒U型”影响。从斜率来看，当企业网络能力（知识协奏能力）较强，用户参与由低增加到中等程度时，知识创造的增速更快；当用户参与超过一定阈值后，企业能力弱化了用户参与对知识创造的“倒U型”影响。从拐点来看，当企业的网络能力（知识协奏能力）较强时，“倒U型”关系的拐点向“右上”移动。进一步地，只有当网络能力（知识协奏能力）较强时，知识创造的中介作用显著成立，而当企业网络能力（知识协奏能力）较弱时，知识创造的中介机制不显著。（4）分别从个体特征和人际特征视角将用户特征分为用户经验和网络连接性两种；用户经验和网络连接性均在用户参与对新产品开发绩效的“倒U型”关系中起到正向调节作用。随着用户经验（网络连接性）的增加，用户参与对新产品开发绩效的影响效果逐渐增强。当用户经验（网络连接性）较高时，用户参与对新产品开发绩效的“倒U型” 影响的拐点向“右上”移动，用户参与不利影响的程度出现较晚。 本研究的创新之处主要包括以下四个方面：（1）区别于传统的线下情境，且大多认为用户参与具有积极影响的观点，本研究聚焦于虚拟社区情境下，探索了用户参与对新产品开发绩效的非线性影响，拓展了用户参与“多多益善”的传统观点。（2）深入挖掘了知识创造在用户参与和新产品创新绩效之间的非线性中介作用，打开了用户参与对新产品开发绩效内在作用机制的“黑箱”，进一步深化了对用户参与的更精细的理解。（3）区分了两种关键的企业能力——网络能力和知识协奏能力，探讨并证实了用户参与对新产品开发绩效的非线性影响还受到两种关键的企业能力——网络能力和知识协奏能力的正向调节，拓展了用户参与效果的情境因素。（4）已有研究由于数据等原因，鲜有从用户特征视角分析用户参与效果的调节作用。本文从用户特征的微观视角，探索并证实了两种关键的用户特征——用户经验和网络连接性正向调节了用户参与和新产品开发绩效的关系，拓展了用户参与创新和社会网络理论研究。
英文摘要：	The complexity of new product development (NPD) requires firms to break through organizational boundaries to seek innovation. Users with diversified knowledge are becoming an important approach for firms to access external resources for promoting product innovation. Due to traditional constraints such as time and space, it is difficult for firms to fully integrate users into new product development activities in traditional offline contexts. Benefiting from the advantages of virtual communities such as interactivity, low cost and self-organization, more and more firms (such as Xiaomi, Haier, Muji, etc.) are investing enormous resources to create and utilize virtual communities to engage users in new product development activities. Although user engagement is helpful for firms to gain access to diversified user ideas and information on market trends, and enhances product innovation, in many cases, the performance of user engagement fails to live up to expectations. For example, Netflix designed and developed a DVD recommendation algorithm jointly with users, which failed. Thus, it remains to be further explored whether or not user engagement will generate excellent NPD performance in the virtual community context. Existing studies mainly focus on offline user engagement and pay more attention to the linear relationship between user engagement and product development performance, and most scholars emphasize that user engagement can bring better new product development performance. However, in the context of the virtual community, the scale of user engagement is larger, the participants are more diversified, and the massive user-generated contents are more likely to bring negative effects such as information overload and cognitive attention decline to firms. In the context of the virtual community, the role of user engagement in new product development may not be simply "the more the better". Furthermore, the "black box" of the mechanism of user engagement on the performance of new product development has not been fully opened, and the contextual factors that influence the effect of user engagement on the performance of new product development in the virtual community context are yet to be explored in depth. To address the above questions, this study aims to explore the mechanisms of user engagement on the NPD performance in a virtual community context and to answer the question through three progressive sub-studies specifically. Sub-study 1 integrates the positive and negative effects of user engagement and analyzes an inverted U-shaped mechanism of user involvement on NPD performance in a virtual community context, and further explores the mediating mechanism of knowledge creation. Based on the above, sub-study 2 identifies and explores the moderating role of two key firm capabilities (network capability and knowledge orchestration capability) in the relationship between user engagement and NPD performance. Furthermore, we empirically examine the relationship between user engagement, knowledge creation and new product development performance in a virtual community context, as well as the moderating role of firm capabilities via the survey data of 151 firms' NPD projects. Sub-study 3 identifies and analyzes the moderating role of two key user features, user experience and network connectivity, in the relationship between user engagement and NPD performance, and empirically examines the moderating role of user features based on second-hand data from the social NPD community Quirky. The results of the empirical studies indicate four findings. (1) Contrary to the "the more, the better" assumption, in a virtual community context, the impact of user engagement on NPD performance is not always linear, but an inverted U-shaped relationship of "first up, then down". There is an optimal degree for user engagement, and under- or excessive engagement can inhibit a firm's NPD performance. A moderate degree of user engagement can lead to higher NPD performance, whereas insufficient or excessive engagement can result in lower NPD performance. (2) Knowledge creation plays a mediating role in the inverted U-shaped relationship between user engagement and NPD performance. There is an inverted U-shaped relationship between user engagement and knowledge creation, while knowledge creation positively affects NPD performance. Considering the features of NPD performance, it is divided into two dimensions: innovativeness and speed to market. There are discrepancies in the mediating role of knowledge creation in the relationship between user engagement and different dimensions of NPD performance. Knowledge creation plays a partial mediating role in the relationship between user engagement and new product innovativeness, while a fully mediating role in the relationship between user engagement and speed to market of new products. (3) Firm capabilities could be divided into network capability and knowledge orchestration capability. Network capability and knowledge concordance capability positively moderate the inverted U-shaped effect of user engagement on knowledge creation, respectively. From the perspective of the slope, when the firm’s network capacity (knowledge orchestration capacity) is strong, knowledge creation increases faster when user engagement increases from low to moderate; once user engagement exceeds a certain threshold, the firm's capabilities weaken the inverted U-shaped effect of user engagement on knowledge creation. From the perspective of the inflection point, the inflection point of the inverted U-shaped relationship shifts to the "upper right" when the firm's network capacity (knowledge orchestration capability) is strong. Further, there is a mediating effect of knowledge creation at a high instead of a low level of network capability (knowledge orchestration capability). (4) This study separates user features into user experience and network connectivity from the perspective of individual features and interpersonal features, respectively. Both user experience and network connectivity play a positive moderating role in the inverted U-shaped relationship between user engagement and NPD performance. The effect of user engagement on NPD performance increases gradually as user experience (network connectivity) increases. When user experience (network connectivity) is high, the inflection points of the inverted U-shaped impact of user engagement on NPD performance shifts to the "upper right" and the extent of the adverse impact of user engagement appears later. The innovations of this study lay on four main aspects. (1) Differing from traditional offline contexts, where user engagement is mostly considered to have a positive impact, this study focuses on the non-linear effect of user engagement on NPD performance in a virtual community context and explores the nonlinear effect of user engagement on NPD performance in a virtual community context and expands the traditional view on user engagement of "the more engagement, the better". (2) It reveals the nonlinear mediating role of knowledge creation in the relationship between user engagement and product innovation and opens the "black box" of the internal mechanism of user engagement on new product development performance, furtherly providing a delicate understanding of user engagement. (3) Firm capabilities are divided into network capability and knowledge orchestration capability. We explore and examine that the non-linear influence of user engagement on NPD performance is also positively moderated by two key firm capabilities (network capability and knowledge orchestration capability), extending the moderating effect of user engagement effectiveness. (4) From the microscopic perspective of user features, this current study explores and examines that two key user features (user experience and network connectivity) positively moderate the relationship between user engagement and NPD performance, which enriches user engagement in innovation and social network literature.
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