用户在线参与新产品开发活动对品牌体验的影响研究

发布时间：2018-11-26 12:48

【摘要】：企业获取与利用外部知识的能力在企业新产品开发中发挥着越来越重要的作用,用户参与已成为企业获取用户信息并将其整合到新产品开发过程中的重要手段。伴随互联网的飞速发展,品牌虚拟社区的出现又给企业提供了一种维护用户并获得持续竞争优势的有效途径,而虚拟品牌社区的成功与否很大程度上依赖用户的品牌体验。体验经济时代的到来,越来越多的企业开始从关注商品和服务转向关注用户的体验,虚拟品牌社区是用户获得品牌体验的重要场所。本文以虚拟品牌社区的用户为研究对象,实证检验用户参与新产品开发的行为对其品牌体验的影响。本文将用户参与新产品开发活动的类型分为新产品创意征集、新产品设计征集、新产品评测活动和新产品推广活动4种,测量维度划分为参与功能性,参与信息性,参与响应性和参与自主性,通过访谈法、观察法选取7个不同的虚拟品牌社区,以发放调查问卷的形式收集数据,利用SPSS21和SMART统计软件进行相关变量的描述性统计分析、单因素方差分析、相关分析、多元回归分析和调节分析,来验证用户参与新产品开发的活动对品牌体验的影响。本文得出以下结论:(1)参与功能性正向影响感官体验,情感体验,智力体验和关联体验;参与信息性负向影响感官体验、情感体验和关联体验,正向影响智力体验;参与响应性不影响智力体验,正向影响感官体验、情感体验和关联体验;参与自主性正向影响用户的感官体验,情感体验,智力体验和关联体验。(2)用户参与新产品开发类型对用户参与行为和品牌体验之间的关系有调节作用。本文的研究成果不但丰富了参与新产品开发和品牌体验的理论成果,也为设立虚拟品牌社区的企业提供了提升用户品牌体验的策略和建议。
[Abstract]:The ability of enterprises to acquire and utilize external knowledge plays an increasingly important role in the development of new products. User participation has become an important means for enterprises to obtain user information and integrate it into the process of new product development. With the rapid development of Internet, the emergence of brand virtual community provides an effective way for enterprises to maintain users and obtain sustainable competitive advantage, and the success of virtual brand community depends on the user's brand experience to a great extent. With the advent of experience economy, more and more enterprises begin to focus on the experience of users from the focus on goods and services. Virtual brand community is an important place for users to get brand experience. This paper takes the users of virtual brand community as the research object, and empirically tests the influence of the user's behavior of participating in the new product development on their brand experience. In this paper, the types of new product development activities are divided into four types: new product creative solicitation, new product design solicitation, new product evaluation activity and new product promotion activity. The measurement dimension is divided into participation functionality, participation information, and so on. Through interview, 7 different virtual brand communities were selected to collect data by questionnaire, and the descriptive statistical analysis of related variables was carried out by using SPSS21 and SMART statistical software. Single factor variance analysis, correlation analysis, multiple regression analysis and adjustment analysis are used to verify the impact of user involvement in new product development activities on brand experience. This paper draws the following conclusions: (1) participation in functional positive effects on sensory experience, emotional experience, intellectual experience and associated experience, participation in informational negative influence on sensory experience, emotional experience and associated experience, positively affects intellectual experience; Participation in response does not affect intellectual experience, but positively affects sensory experience, emotional experience and associated experience; Participation autonomy positively affects the sensory experience, emotional experience, intellectual experience and associated experience of users. (2) user participation in new product development types can regulate the relationship between user participation behavior and brand experience. The research results of this paper not only enrich the theoretical results of participating in the new product development and brand experience, but also provide strategies and suggestions for the enterprises that set up virtual brand community to enhance the user brand experience.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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