虚拟品牌社区顾客动机对产品创新行为的影响

发布时间：2018-11-11 17:35

【摘要】：以软件虚拟品牌社区为研究背景,识别了顾客不同动机对不同产品创新行为的影响,分析了虚拟品牌社区环境因素对顾客动机与产品创新行为的调节作用。结果发现,兴趣动机对产品创意、产品测试和产品上市有显著的正向影响;社交动机、获取奖励动机对产品上市有显著的正向影响。自由氛围对兴趣动机和产品创意的关系存在调节作用。声誉激励对兴趣动机和产品测试的关系存在调节作用;声誉激励对获取奖励动机和产品上市的关系存在调节作用。
[Abstract]:Based on the research background of software virtual brand community, this paper identifies the influence of different customer motivation on different product innovation behavior, and analyzes the adjustment effect of environment factors of virtual brand community on customer motivation and product innovation behavior. The results show that interest motivation has a significant positive impact on product creativity, product testing and product marketing, while social motivation and reward motivation have significant positive effects on product marketing. Free atmosphere regulates the relationship between interest motivation and product creativity. Reputation incentive regulates the relationship between interest motivation and product testing, and reputation incentive regulates the relationship between reward motivation and product listing.
【作者单位】： 辽宁大学商学院;
【基金】：教育部回国留学人员科研启动基金资助项目(教外司留[2010]609号) 辽宁大学国家级项目预申报基金资助项目(2011LDGY21) 辽宁省教育厅人文社科重点研究基地资助项目(ZJ2014003)
【分类号】：F274;F273.1
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本文编号：2325627