创新社区中的领先用户识别
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摘要
在社会化媒体时代,如何在创新社区的海量数据环境中识别出领先用户,是企业从创新社区中获取价值的关键问题。本文从语言风格的视角出发,首先通过内容分析法探索了创新社区中领先用户表达的典型语言风格特征,即成就需求、未来导向、积极情绪和集体主义。其次,收集了355名创新社区用户所发表的47310篇帖子,利用自动文本分析方法对其中包含的成就需求、积极情绪、集体主义和未来导向语言风格进行了测量,并验证了这4种语言风格与用户领先性的关系。研究结果表明,创新社区用户生成内容中所表现的语言风格起到了"信号"的作用:除了集体主义之外,成就需求、未来导向和积极情绪的语言风格都与用户领先性有显著的正向关系,可以作为识别领先用户的有效指标。最后,讨论了基于语言风格的领先用户识别机制的理论意义和实践价值。
In the era of social media, the innovative communities(IC) have become important habitats of lead users. Therefore, how to identify leading users in the big data environment is a key issue for companies to capture value from innovation communities. In this paper, we propose a novel approach that relies on extracting linguistic-style cues from community posts to identify lead users. Text mining were used to extract positive emotional, collectivism and self-interest-oriented writing style cues from 47310 posts written by 355 members of 10 ICs. The results show that positive emotional and self-interest-oriented linguistic-style are significantly positive related to lead-userness, they can play signaling roles for identifying lead users. While, the relationship between collectivism linguistic-style and lead-userness are not significant. The theoretical and managerial implications of this novel approach of identifying lead users were concluded.
In the era of social media, the innovative communities(IC) have become important habitats of lead users. Therefore, how to identify leading users in the big data environment is a key issue for companies to capture value from innovation communities. In this paper, we propose a novel approach that relies on extracting linguistic-style cues from community posts to identify lead users. Text mining were used to extract positive emotional, collectivism and self-interest-oriented writing style cues from 47310 posts written by 355 members of 10 ICs. The results show that positive emotional and self-interest-oriented linguistic-style are significantly positive related to lead-userness, they can play signaling roles for identifying lead users. While, the relationship between collectivism linguistic-style and lead-userness are not significant. The theoretical and managerial implications of this novel approach of identifying lead users were concluded.
引文
[1] Lüthje C,Herstatt C.The lead user method:An outline of empirical findings and issues for future research[J].R&D Management,2004,34(5):553-568.
[2] Lettl C,Herstatt C,Gemuenden H G.Users' contribution to radical innovation:Evidence from four case in the field of medical equipment technology[J].R&D Management,2006,36(3):251-272.
[3] Hienerth C,Lettl C,Keinz P.Synergies among producer firms,lead users,and user communities:The case of the LEGO producer-user ecosystem[J].Journal of Product Innovation Management,2014,31(4):848-866.
[4] Coussement K,Debaere S,Ruyck T D.Inferior member participation identification in innovation communities:The signaling role of linguistic style use[J].Journal of Product Innovation Management,2017,34(5):565-579.
[5] Pennebaker J W,Mehl M R,Niederhoffer K G.Psychological aspects of natural language use:Our words,our selves[J].Annual Review of Psychology,2003,54(1):547-577.
[6] Von Hippel E.Lead users:A source of novel product concepts[J].Management Science,1986,32(7):791-805.
[7] Schreier M,Prügl R.Extending lead-user theory:Antecedents and consequences of consumers' lead userness[J].Journal of Product Innovation Management,2008,25(4):331-346.
[8] Lüthje C.Characteristics of innovating users in a consumer goods field:An empirical study of sport-related product consumers[J].Technovation,2004,24(9):683-695.
[9] Kratzer J,Lettl C,Franke N,et al.The social network position of lead users[J].Journal of Product Innovation Management,2016,33(2):1111-1117.
[10] Morrison P D,Roberts J H,Midgley D F.Opinion leadership amongst leading edge users[J].Australasian Marketing Journal,2000,8(1):5-14.
[11] Mahr D,Lievens A.Virtual lead user communities:Drivers of knowledge creation for innovation[J].Research Policy,2012,41(1):167-177.
[12] Füller J,Jawecki G,Mühlbacher H.Innovation creation by online basketball communities[J].Journal of Business Research,2007,60(1):60-71.
[13] Franke N,Shah S.How communities support innovative activities:An exploration of assistance and sharing among end-users[J].Research Policy,2006,32(1):157-178.
[14] Stockstrom C S,Goduscheit R C,Lüthje C,et al.Identifying valuable users as informants for innovation processes:Comparing the search efficiency of pyramiding and screening[J].Research Policy,2016,45(2):507-516.
[15] Brem A,Bilgram V.The search for innovative partners in co-creation:Identifying lead users in social media through netnography and crowdsourcing[J].Journal of Engineering & Technology Management,2015,37:40-51.
[16] 黎运汉.1949年以来语言风格定义研究述评[J].语言文字应用,2002,(1):100-106.
[17] Ludwig S,De R K,Friedman M,et al.More than words:The influence of affective content and linguistic style matches in online reviews on conversion rates[J].Journal of Marketing,2013,77(1):87-103.
[18] 王伟,Wei Chen,Kevin Zhu,等.众筹融资成功率与语言风格的说服性——基于Kickstarter的实证研究[J].管理世界,2016,(5):81-98.
[19] Krippendorff K.Content Analysis:An Introduction to its Methodology[M].Thousand Oaks:Sage Publications,2004.
[20] Bergadaà M M.The role of time in the action of the consumer[J].Journal of Consumer Research,1990,17(3):289-302.
[21] Fredrickson B L.The role of positive emotions in positive psychology:The broaden-and-build theory of positive emotions[J].The American Psychologist,2001,56(3):218-226.
[22] Jackson C L,Colquitt J A,Wesson M J,et al.Psychological collectivism:A measurement validation and linkage to group member performance[J].Journal of Applied Psychology,2006,91(4):884.
[23] Hienerth C,Lettl C.Perspective:Understanding the nature and measurement of the lead user construct[J].Journal of Product Innovation Management,2017,34(1):3-12.
[24] Hoffman D,Kopalle P,Thomas P.The "right" consumers for better concepts:Identifying consumers high in emergent nature to develop new product concepts[J].Journal of Marketing Research,2010,47(5):854-865.
[25] Cohen W,Levinthal D.Absorptive capacity:A new perspective on learning and innovation[J].Administrative Science Quarterly,1990,35(1):128-152.
[26] Hansemark O C.Need for achievement,locus of control and the prediction of business start-ups:A longitudinal study[J].Journal of Economic Psychology,2003,24(3):301-319.
[27] Yong S H,Kang M.Extending lead user theory to users' innovation-related knowledge sharing in the online user community:The mediating roles of social capital and perceived behavioral control[J].International Journal of Information Management,2016,36(4):520-530.
[28] Langner B,Seidel V P.Sustaining the flow of external ideas:The role of dual social identity across communities and organizations[J].Journal of Product Innovation Management,2015,32(4):522-538.
[29] Hienerth C,Lettl C.Exploring how peer communities enable lead user innovations to become standard equipment in the industry:Community pull effects[J].Journal of Product Innovation Management,2011,28(s1):175-195.
[30] Gruner R L,Homburg C,Lukas B A.Firm-hosted online brand communities and new product success[J].Journal of the Academy of Marketing Science,2014,42(1):29-48.
[31] Guo W,Zheng Q,An W,et al.User roles and contributions during the new product development process in collaborative innovation communities[J].Applied Ergonomics,2017,63:106-114.
[32] Bharadwaj N,Noble C H.Innovation in data-rich environments[J].Journal of Product Innovation Management,2015,32(3):476-478.
[33] Gatzweiler A,Blazevic V,Piller F T.Dark side or bright light:Destructive and constructive deviant content in consumer ideation contests[J].Journal of Product Innovation Management,2017,34(6):772-789.
[2] Lettl C,Herstatt C,Gemuenden H G.Users' contribution to radical innovation:Evidence from four case in the field of medical equipment technology[J].R&D Management,2006,36(3):251-272.
[3] Hienerth C,Lettl C,Keinz P.Synergies among producer firms,lead users,and user communities:The case of the LEGO producer-user ecosystem[J].Journal of Product Innovation Management,2014,31(4):848-866.
[4] Coussement K,Debaere S,Ruyck T D.Inferior member participation identification in innovation communities:The signaling role of linguistic style use[J].Journal of Product Innovation Management,2017,34(5):565-579.
[5] Pennebaker J W,Mehl M R,Niederhoffer K G.Psychological aspects of natural language use:Our words,our selves[J].Annual Review of Psychology,2003,54(1):547-577.
[6] Von Hippel E.Lead users:A source of novel product concepts[J].Management Science,1986,32(7):791-805.
[7] Schreier M,Prügl R.Extending lead-user theory:Antecedents and consequences of consumers' lead userness[J].Journal of Product Innovation Management,2008,25(4):331-346.
[8] Lüthje C.Characteristics of innovating users in a consumer goods field:An empirical study of sport-related product consumers[J].Technovation,2004,24(9):683-695.
[9] Kratzer J,Lettl C,Franke N,et al.The social network position of lead users[J].Journal of Product Innovation Management,2016,33(2):1111-1117.
[10] Morrison P D,Roberts J H,Midgley D F.Opinion leadership amongst leading edge users[J].Australasian Marketing Journal,2000,8(1):5-14.
[11] Mahr D,Lievens A.Virtual lead user communities:Drivers of knowledge creation for innovation[J].Research Policy,2012,41(1):167-177.
[12] Füller J,Jawecki G,Mühlbacher H.Innovation creation by online basketball communities[J].Journal of Business Research,2007,60(1):60-71.
[13] Franke N,Shah S.How communities support innovative activities:An exploration of assistance and sharing among end-users[J].Research Policy,2006,32(1):157-178.
[14] Stockstrom C S,Goduscheit R C,Lüthje C,et al.Identifying valuable users as informants for innovation processes:Comparing the search efficiency of pyramiding and screening[J].Research Policy,2016,45(2):507-516.
[15] Brem A,Bilgram V.The search for innovative partners in co-creation:Identifying lead users in social media through netnography and crowdsourcing[J].Journal of Engineering & Technology Management,2015,37:40-51.
[16] 黎运汉.1949年以来语言风格定义研究述评[J].语言文字应用,2002,(1):100-106.
[17] Ludwig S,De R K,Friedman M,et al.More than words:The influence of affective content and linguistic style matches in online reviews on conversion rates[J].Journal of Marketing,2013,77(1):87-103.
[18] 王伟,Wei Chen,Kevin Zhu,等.众筹融资成功率与语言风格的说服性——基于Kickstarter的实证研究[J].管理世界,2016,(5):81-98.
[19] Krippendorff K.Content Analysis:An Introduction to its Methodology[M].Thousand Oaks:Sage Publications,2004.
[20] Bergadaà M M.The role of time in the action of the consumer[J].Journal of Consumer Research,1990,17(3):289-302.
[21] Fredrickson B L.The role of positive emotions in positive psychology:The broaden-and-build theory of positive emotions[J].The American Psychologist,2001,56(3):218-226.
[22] Jackson C L,Colquitt J A,Wesson M J,et al.Psychological collectivism:A measurement validation and linkage to group member performance[J].Journal of Applied Psychology,2006,91(4):884.
[23] Hienerth C,Lettl C.Perspective:Understanding the nature and measurement of the lead user construct[J].Journal of Product Innovation Management,2017,34(1):3-12.
[24] Hoffman D,Kopalle P,Thomas P.The "right" consumers for better concepts:Identifying consumers high in emergent nature to develop new product concepts[J].Journal of Marketing Research,2010,47(5):854-865.
[25] Cohen W,Levinthal D.Absorptive capacity:A new perspective on learning and innovation[J].Administrative Science Quarterly,1990,35(1):128-152.
[26] Hansemark O C.Need for achievement,locus of control and the prediction of business start-ups:A longitudinal study[J].Journal of Economic Psychology,2003,24(3):301-319.
[27] Yong S H,Kang M.Extending lead user theory to users' innovation-related knowledge sharing in the online user community:The mediating roles of social capital and perceived behavioral control[J].International Journal of Information Management,2016,36(4):520-530.
[28] Langner B,Seidel V P.Sustaining the flow of external ideas:The role of dual social identity across communities and organizations[J].Journal of Product Innovation Management,2015,32(4):522-538.
[29] Hienerth C,Lettl C.Exploring how peer communities enable lead user innovations to become standard equipment in the industry:Community pull effects[J].Journal of Product Innovation Management,2011,28(s1):175-195.
[30] Gruner R L,Homburg C,Lukas B A.Firm-hosted online brand communities and new product success[J].Journal of the Academy of Marketing Science,2014,42(1):29-48.
[31] Guo W,Zheng Q,An W,et al.User roles and contributions during the new product development process in collaborative innovation communities[J].Applied Ergonomics,2017,63:106-114.
[32] Bharadwaj N,Noble C H.Innovation in data-rich environments[J].Journal of Product Innovation Management,2015,32(3):476-478.
[33] Gatzweiler A,Blazevic V,Piller F T.Dark side or bright light:Destructive and constructive deviant content in consumer ideation contests[J].Journal of Product Innovation Management,2017,34(6):772-789.