在线产品创新社区用户识别机制与用户贡献行为研究:基于亲社会行为理论视角
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摘要
构建在线产品创新社区成为越来越多企业的选择。本文在国内外文献分析基础上,从社区用户识别机制角度,归纳分析了基于数量和基于质量的两种社区用户识别机制,分别选择海尔和星巴克在线产品创新社区为调研对象,借鉴亲社会行为理论提出研究假设,收集3个月的客观数据,运用Logit模型分析方法实证研究。结果显示,在基于数量的用户识别机制社区,同行认可和社区形象激励对用户主动贡献行为会产生正向的积极影响;在基于质量的用户识别机制社区,同行认可和社区形象激励分别会对用户主动贡献和反应贡献行为产生正向的积极影响。两种用户识别机制的社区用户活跃程度存在明显差异。研究证实了社区用户识别机制对用户贡献行为的影响作用,丰富了在线社区用户行为研究的理论视角,给出了社区管理建议和未来研究方向。
It is an important activity for modern enterprises to build online product innovation communities in order to encourage consumers to actively participate in enterprise's whole product innovations. However, user contribution behaviors in many enterprise-hosted online product innovation communities are showing below expectations. Hence, this paper is to explain the relationship between user contribution behaviors and user recognition mechanisms of online product innovation community. Based on literature review and community practical situations, the paper conceptualizes two user recognition mechanisms of online product innovation community, namely quantity-based recognition mechanism and quality-based recognition mechanism. Additionally, it quantitatively conceptualizes two user contribution behavioral variables of user proactive contribution behavior and responsive contribution behavior. A Chinese enterprise-hosted online product innovation community and an American enterprise-hosted online product innovation community are simultaneously selected and confirmed as research objects. The theoretical model is developed and some research hypotheses are supposed based on prosocial behavior theory which is originally popular in the field of social psychology. Objective data with three months from above two online product innovation communities are collected to test with Logit regression analysis. The results show that there are obvious correlations between user recognition mechanisms and user contribution behaviors, and there is also an obvious difference in the degree of community user activity between the quantity-based recognition mechanism community and quality-based recognition mechanism community. More specifically, in the online product innovation community with quantity-based recognition mechanism, both research variables of peer recognition and community image motivation significantly affect user proactive contribution behavior; In the online product innovation community with quality-based recognition mechanism, the variable of peer recognition significantly affects both user proactive contribution behavior and user responsive contribution behavior, the variable of community image motivation significantly affects both user proactive contribution behavior and user responsive contribution behavior. The explanations are given about the results. The paper concludes the influence of online product innovation community recognition mechanism design toward user contribution behaviors. The main theoretical contribute of this study is to enrich theoretical perspective of user contribution behavior research in online product innovation community. At the end of the paper, managerial implications and future work are put forward.
It is an important activity for modern enterprises to build online product innovation communities in order to encourage consumers to actively participate in enterprise's whole product innovations. However, user contribution behaviors in many enterprise-hosted online product innovation communities are showing below expectations. Hence, this paper is to explain the relationship between user contribution behaviors and user recognition mechanisms of online product innovation community. Based on literature review and community practical situations, the paper conceptualizes two user recognition mechanisms of online product innovation community, namely quantity-based recognition mechanism and quality-based recognition mechanism. Additionally, it quantitatively conceptualizes two user contribution behavioral variables of user proactive contribution behavior and responsive contribution behavior. A Chinese enterprise-hosted online product innovation community and an American enterprise-hosted online product innovation community are simultaneously selected and confirmed as research objects. The theoretical model is developed and some research hypotheses are supposed based on prosocial behavior theory which is originally popular in the field of social psychology. Objective data with three months from above two online product innovation communities are collected to test with Logit regression analysis. The results show that there are obvious correlations between user recognition mechanisms and user contribution behaviors, and there is also an obvious difference in the degree of community user activity between the quantity-based recognition mechanism community and quality-based recognition mechanism community. More specifically, in the online product innovation community with quantity-based recognition mechanism, both research variables of peer recognition and community image motivation significantly affect user proactive contribution behavior; In the online product innovation community with quality-based recognition mechanism, the variable of peer recognition significantly affects both user proactive contribution behavior and user responsive contribution behavior, the variable of community image motivation significantly affects both user proactive contribution behavior and user responsive contribution behavior. The explanations are given about the results. The paper concludes the influence of online product innovation community recognition mechanism design toward user contribution behaviors. The main theoretical contribute of this study is to enrich theoretical perspective of user contribution behavior research in online product innovation community. At the end of the paper, managerial implications and future work are put forward.
引文
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[6]Jawecki,G.,Fuller,J.,Gebauer,J..A Comparison of Creative Behaviours in Online Communities across Cultures.Creativity and Innovation Management,2011,20(3):144-156.
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[15]Shang,R.A.,Chen,Y.C.,Liao,H.J..The Value of Participation in Virtual Consumer Communities on Brand Loyalty.Internet Research,2006,16(4):398-418.
[16]Magnusson,P.R..Exploring the Contributions of Involving Ordinary Users in Ideation of Technology-based Services.Journal of Product Innovation Management,2009,26(5):578-593.
[17]Harper,F.M.,Daban,D.,Rafaeli,S.,Konstan,J.A..Predictors of Answer Quality in Online Q&A Sites.Conference on Human Factors in Computing Systems,2008:865-874.
[18]Gu,B.,Jarvenpaa,S..Are Contributions to P2P Technical Forums Private or Public Goods?An Empirical Investigation.In1st Workshop on Economics of Peer-to-Peer Systems,2003.
[19]Hoyer,W.D.,Chandy R.K.,Dorotic,M.,Krafft,M.,Singh,S.S..Consumer Co-creation in New Product Development.Journal of Service Research,2010,13(3):283-296
[20]Muhdi,L.,Boutellier,R..Motivational Factors Affecting Participation and Contribution of Members in Two Different Swiss Innovation Communities.International Journal of Innovation Management,2011,15(3):543-562.
[21]Wasko,M.,Faraj,S..Why Should I Share?Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice.MIS Quarterly,2005,29(1):35-57.
[22]Wiertz,Z.,Ruyter,K.D..Beyond the Call of Duty:Why Customers Contribute to Firm-hosted Commercial Online Communities.Organization Studies,2007,28(3):347-376.
[23]Rober ts,J.,Hann,I.,Slaughter,S..Understanding the Motivations,Participation and Performance of Open Source Software Developers:A Longitudinal Study of the Apache Project.Management Science,2006,52(7):984-999.
[24]Majchrzak,A..Comment:Where Is the Theory in Wikis?MIS Quarterly,2009,33(1):18-21.
[25]Stanko,M.A..Toward a Theory of Remixing in Online Innovation Communities.Information Systems Research,2016,27(4):773-791.
[26]Petrovcic,A.,Vehovar,V.,Ziberna,A..Posting,Quoting,and Replying:A Comparison of Methodological Approaches to Measure Communication Ties in Web Forums.Quality and Quantity,2012,46(3):829-854.
[27]徐岚.顾客为什么参与创造——消费者参与创造的动机研究.心理学报,2007,39(2):343-354.
[28]董艳,张大亮,徐伟青.用户创新的条件和范式研究.浙江大学学报,2009,39(4):103-114.
[29]何建民,常传武,刘业政.客户网上参与产品开发的“动机—行为”模型研究.中国管理科学,2011,19(5):173-181.
[30]李霞,宋维维,郭要梅,谢笋梅.领先用户参与创新与企业创新绩效关系研究.武汉理工大学学报,2011,33(4):651-656.
[31]杨波.大规模定制开发中的领先用户识别与参与行为研究.成都:西南财经大学出版社,2012.
[32]金晓玲,汤振亚,周中允,燕京宏,熊励.用户为什么在问答社区中持续贡献知识?积分等级的调节作用.管理评论,2013,25(12):138-146.
[33]秦敏,乔晗,陈良煌.基于CAS理论的企业开放式创新社区在线用户贡献行为研究:以国内知名企业社区为例.管理评论,2015,27(1):126-137.
[34]秦敏.企业开放式创新社区研究探索与展望.江西师范大学学报(哲学社会科学版),2014,47(5):21-26.
[35]Jabr,W.,Mookerjee,R.,Tan,Y.,Mookerjee,V.S..Leveraging Philanthropic Behavior for Customer Support:The Case of User Support Forums.MIS Quarterly,2014,38(1):187-208.
[36]Barbosa,C.E.,Maia,L.,Oliviera,J.,De Souza,J.M..MISIR:Recommendation Systems in a Knowledge Management Scenario.International Journal of Continuing Engineering Education and Life Long Learning,2010,20(1):89-102.
[37]Poston,R.,Speier,C..Effective Use of Knowledge Management Systems:A Process Model of Content Ratings and Credibility Indicators.MIS Quarterly,2005,29(2):221-244.
[38]Sutanto,J.,Jiang,Q..Knowledge Seekers`and Contributors`Reactions to Recommendation Mechanisms in Knowledge Management Systems.Information&Management,2013,50(5):258-263.
[39]Goes,P.B..Design Science Research in Top Systems Journals.MIS Quarterly,2014,38(1):3-10.
[40]Penner,L.A.,Dovidio,J.F.,Piliavin,J.A.,Schroeder,D.A..Prosocial Behavior:Multilevel Perspectives.Annual Reviews of Psychology,2005,56(56):365-392.
[41]Dickerson,P..Social Psychology Traditional and Critical Perspectives.New York:Pearson Education,2012.
[42]Van Der Linden,S..How the Illusion of Being Observed Can Make You a Better Person.https://www.scientificamerican.com/article/how-the-illusion-of-being-observed-can-make-youbetterperson/,2011-5-3.
[43]Levine,S.S.,Prietula,M.J..Open Collaboration for Innovation:Principles and Performance.Organization Science,2014,25(5):1414-1433.
[44]Meier,S..A Survey on Economic Theories and Field Evidence on Pro-social Behavior.In Frey,B.S.,Stutzer,A..Economics and Psychology:A Promising New Cross-disciplinary Field.Cambridge,MA:MIT Press,2010:51-88.
[45]Forman,C.,Ghose,A.,Wiesenfeld,B..Examing the Relationship between Reviews and Sales:The Role of Reviewer Identity Disclosure in Electronic Markets.Information Systems Research,2008,19(3):291-313.
[46]Ghose,A..Internet Exchanges for Used Goods:An Empirical Analysis of Trade Pat terns and Adverse Selection.MIS Quarterly,2009,33(2):263-291.
[47]Moon,J.Y.,Sproull,L.S..The Role of Feedback in Managing the Internet-based Volunteer Work Force.Information Systems Research,2008,19(4):494-515.
[48]Chen,C.J.,Hung,S.W..Factors Influencing Members`Knowledge Sharing and Community Promotion in Professional Virtual Communities.Information&Management,2010,47(4):226-236.
[49]Byron,K.,Khazanchi,S..Rewards and Creative Performance:A Meta-analytic Test of Theoretically Derived Hypotheses.Psychological Bulletin,2012,138(4):809-830.
[50]Ryan,R.M.,Mims,V.,Koestner,R..Relation of Reward Contingency and Interpersonal Context to Intrinsic Motivation:A Review and Test Using Cognitive Evaluation Theory.Journal of Personality and Social Psychology,1983,45(4):736-750.
[51]Ariely,D.,Bracha,A.,Meier,A..Doing Good or Doing Well?Image Motivation and Monetary Incentives in Behaving Prosocially.American Economic Review,2009,99(1):544-555.
[52]Heffetz,O.,Frank,R.H..Preferences for Status:Evidence and Economic Implications.In Benhabib,J.,Jackson,M.O.,Bisin,A..Handbook of Social Economics.Amsterdam:North Holland Press,2010.
[53]Willer,R..Groups Reward Individual Sacrifice:The Status Solution t o the Col lective Action Problem.Amer ican Sociological Review,2009,74(1):23-43.
[54]Wichardt,P.C..A Status-based Motivation for Behavioural Altruism.International Journal of Social Economics,2009,36(8):869-887.
[55]Br ief,A.P.,Motowidlo,S.J..Prosocial Organizational Behaviors.The Academy of Management Review,1986,11(4):710-725.
[56]Croson,R.,Fatasband,E.,Neugebauerc,T..Reciprocity,Matching and Conditional Cooperation in Two Public Goods Games.Economics Letters,2005,87(1):95-101.
[57]Frey,B.,Meier,S..Social Comparisons and Pro-social Behavior:Testing Conditional Cooperation in a Field Experiment.American Economic Review,2004,94(5):17-22.
[58]Guo,B..A Reasoned Action Perspective of User Innovation:Model and Empirical Test.Industrial Marketing Management,2012,10(6):1-12.
[59]Boudreau,K.J.,Lacetera,N.,Lakhani,K.R..Incentives and Problem Uncertainty in Innovation Contests:An Empirical Analysis.Management Science,2011,57(5):843-863.
[2]Kumar,A.,Telang,R..Does the Web Reduce Customer Service Cost?Empirical Evidence from a Call Center.Information Systems Research,2012,23(3):721-737.
[3]Cross,R.,Cummings,J.N..Tie and Network Correlates of Individual Performance in Knowledge-intensive Work.Academy of Management Journal,2004,47(6):928-937.
[4]Iyengar,R.,Van Den Bulte,C.,Valente,T.W..Opinion Leadership and Social Contagion in New Product Diffusion.Marketing Science,2011,30(2):195-212.
[5]Baldwin,C.Y.,Von Hippel,E..Modeling a Paradigm Shift:From Producer Innovation to User and Open Collaborative Innovation.Organization Science,2011,22(6):1399-1417.
[6]Jawecki,G.,Fuller,J.,Gebauer,J..A Comparison of Creative Behaviours in Online Communities across Cultures.Creativity and Innovation Management,2011,20(3):144-156.
[7]Von Hippel,E..Horizontal Innovation Networks by and for Users.Industrial and Corporation Change,2007,16(2):293-315.
[8]Pisano,G.P.,Verganti,R..Which Kind of Collaboration Is Right for You?Harvard Business Review,2008,86(12):78-96.
[9]Fuller,J.,Jawecki,G.,Muhlbacher,H..Innovation Creation by Online Basketball Communities.Journal of Business Research,2007,60(1):60-71.
[10]Hau,Y.S.,Kim,Y.G..Why would Online Gamers Share Their Innovation-conducive Knowledge in the Online Game User Community?Integrating Individual Motivations and Social Capital Perspectives.Computers in Human Behavior,2011,27(2):956-970.
[11]Jeppesen,L.B.,Frederiksen,L..Why Do Users Contribute to Firm-hosted User Communities?The Case of Computercontrolled Music Instruments.Organization Science,2006,17(1):45-63.
[12]Luethje,C..Characteristics of Innovating Users in a Consumer Goods Field:An Empirical Study of Sport-related Product Consumers.Technovation,2004,24(9):683-695.
[13]Atuahene-Gima,K.,Slater,S.F.,Olson,E.M..The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance.Journal of Product Innovation Management,2005,22(6):464-482.
[14]Mahr,D.,Lievens,A..Virtual Lead User Communities:Drivers of Knowledge Creation for Innovation.Research Policy,2012,41(1):167-177.
[15]Shang,R.A.,Chen,Y.C.,Liao,H.J..The Value of Participation in Virtual Consumer Communities on Brand Loyalty.Internet Research,2006,16(4):398-418.
[16]Magnusson,P.R..Exploring the Contributions of Involving Ordinary Users in Ideation of Technology-based Services.Journal of Product Innovation Management,2009,26(5):578-593.
[17]Harper,F.M.,Daban,D.,Rafaeli,S.,Konstan,J.A..Predictors of Answer Quality in Online Q&A Sites.Conference on Human Factors in Computing Systems,2008:865-874.
[18]Gu,B.,Jarvenpaa,S..Are Contributions to P2P Technical Forums Private or Public Goods?An Empirical Investigation.In1st Workshop on Economics of Peer-to-Peer Systems,2003.
[19]Hoyer,W.D.,Chandy R.K.,Dorotic,M.,Krafft,M.,Singh,S.S..Consumer Co-creation in New Product Development.Journal of Service Research,2010,13(3):283-296
[20]Muhdi,L.,Boutellier,R..Motivational Factors Affecting Participation and Contribution of Members in Two Different Swiss Innovation Communities.International Journal of Innovation Management,2011,15(3):543-562.
[21]Wasko,M.,Faraj,S..Why Should I Share?Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice.MIS Quarterly,2005,29(1):35-57.
[22]Wiertz,Z.,Ruyter,K.D..Beyond the Call of Duty:Why Customers Contribute to Firm-hosted Commercial Online Communities.Organization Studies,2007,28(3):347-376.
[23]Rober ts,J.,Hann,I.,Slaughter,S..Understanding the Motivations,Participation and Performance of Open Source Software Developers:A Longitudinal Study of the Apache Project.Management Science,2006,52(7):984-999.
[24]Majchrzak,A..Comment:Where Is the Theory in Wikis?MIS Quarterly,2009,33(1):18-21.
[25]Stanko,M.A..Toward a Theory of Remixing in Online Innovation Communities.Information Systems Research,2016,27(4):773-791.
[26]Petrovcic,A.,Vehovar,V.,Ziberna,A..Posting,Quoting,and Replying:A Comparison of Methodological Approaches to Measure Communication Ties in Web Forums.Quality and Quantity,2012,46(3):829-854.
[27]徐岚.顾客为什么参与创造——消费者参与创造的动机研究.心理学报,2007,39(2):343-354.
[28]董艳,张大亮,徐伟青.用户创新的条件和范式研究.浙江大学学报,2009,39(4):103-114.
[29]何建民,常传武,刘业政.客户网上参与产品开发的“动机—行为”模型研究.中国管理科学,2011,19(5):173-181.
[30]李霞,宋维维,郭要梅,谢笋梅.领先用户参与创新与企业创新绩效关系研究.武汉理工大学学报,2011,33(4):651-656.
[31]杨波.大规模定制开发中的领先用户识别与参与行为研究.成都:西南财经大学出版社,2012.
[32]金晓玲,汤振亚,周中允,燕京宏,熊励.用户为什么在问答社区中持续贡献知识?积分等级的调节作用.管理评论,2013,25(12):138-146.
[33]秦敏,乔晗,陈良煌.基于CAS理论的企业开放式创新社区在线用户贡献行为研究:以国内知名企业社区为例.管理评论,2015,27(1):126-137.
[34]秦敏.企业开放式创新社区研究探索与展望.江西师范大学学报(哲学社会科学版),2014,47(5):21-26.
[35]Jabr,W.,Mookerjee,R.,Tan,Y.,Mookerjee,V.S..Leveraging Philanthropic Behavior for Customer Support:The Case of User Support Forums.MIS Quarterly,2014,38(1):187-208.
[36]Barbosa,C.E.,Maia,L.,Oliviera,J.,De Souza,J.M..MISIR:Recommendation Systems in a Knowledge Management Scenario.International Journal of Continuing Engineering Education and Life Long Learning,2010,20(1):89-102.
[37]Poston,R.,Speier,C..Effective Use of Knowledge Management Systems:A Process Model of Content Ratings and Credibility Indicators.MIS Quarterly,2005,29(2):221-244.
[38]Sutanto,J.,Jiang,Q..Knowledge Seekers`and Contributors`Reactions to Recommendation Mechanisms in Knowledge Management Systems.Information&Management,2013,50(5):258-263.
[39]Goes,P.B..Design Science Research in Top Systems Journals.MIS Quarterly,2014,38(1):3-10.
[40]Penner,L.A.,Dovidio,J.F.,Piliavin,J.A.,Schroeder,D.A..Prosocial Behavior:Multilevel Perspectives.Annual Reviews of Psychology,2005,56(56):365-392.
[41]Dickerson,P..Social Psychology Traditional and Critical Perspectives.New York:Pearson Education,2012.
[42]Van Der Linden,S..How the Illusion of Being Observed Can Make You a Better Person.https://www.scientificamerican.com/article/how-the-illusion-of-being-observed-can-make-youbetterperson/,2011-5-3.
[43]Levine,S.S.,Prietula,M.J..Open Collaboration for Innovation:Principles and Performance.Organization Science,2014,25(5):1414-1433.
[44]Meier,S..A Survey on Economic Theories and Field Evidence on Pro-social Behavior.In Frey,B.S.,Stutzer,A..Economics and Psychology:A Promising New Cross-disciplinary Field.Cambridge,MA:MIT Press,2010:51-88.
[45]Forman,C.,Ghose,A.,Wiesenfeld,B..Examing the Relationship between Reviews and Sales:The Role of Reviewer Identity Disclosure in Electronic Markets.Information Systems Research,2008,19(3):291-313.
[46]Ghose,A..Internet Exchanges for Used Goods:An Empirical Analysis of Trade Pat terns and Adverse Selection.MIS Quarterly,2009,33(2):263-291.
[47]Moon,J.Y.,Sproull,L.S..The Role of Feedback in Managing the Internet-based Volunteer Work Force.Information Systems Research,2008,19(4):494-515.
[48]Chen,C.J.,Hung,S.W..Factors Influencing Members`Knowledge Sharing and Community Promotion in Professional Virtual Communities.Information&Management,2010,47(4):226-236.
[49]Byron,K.,Khazanchi,S..Rewards and Creative Performance:A Meta-analytic Test of Theoretically Derived Hypotheses.Psychological Bulletin,2012,138(4):809-830.
[50]Ryan,R.M.,Mims,V.,Koestner,R..Relation of Reward Contingency and Interpersonal Context to Intrinsic Motivation:A Review and Test Using Cognitive Evaluation Theory.Journal of Personality and Social Psychology,1983,45(4):736-750.
[51]Ariely,D.,Bracha,A.,Meier,A..Doing Good or Doing Well?Image Motivation and Monetary Incentives in Behaving Prosocially.American Economic Review,2009,99(1):544-555.
[52]Heffetz,O.,Frank,R.H..Preferences for Status:Evidence and Economic Implications.In Benhabib,J.,Jackson,M.O.,Bisin,A..Handbook of Social Economics.Amsterdam:North Holland Press,2010.
[53]Willer,R..Groups Reward Individual Sacrifice:The Status Solution t o the Col lective Action Problem.Amer ican Sociological Review,2009,74(1):23-43.
[54]Wichardt,P.C..A Status-based Motivation for Behavioural Altruism.International Journal of Social Economics,2009,36(8):869-887.
[55]Br ief,A.P.,Motowidlo,S.J..Prosocial Organizational Behaviors.The Academy of Management Review,1986,11(4):710-725.
[56]Croson,R.,Fatasband,E.,Neugebauerc,T..Reciprocity,Matching and Conditional Cooperation in Two Public Goods Games.Economics Letters,2005,87(1):95-101.
[57]Frey,B.,Meier,S..Social Comparisons and Pro-social Behavior:Testing Conditional Cooperation in a Field Experiment.American Economic Review,2004,94(5):17-22.
[58]Guo,B..A Reasoned Action Perspective of User Innovation:Model and Empirical Test.Industrial Marketing Management,2012,10(6):1-12.
[59]Boudreau,K.J.,Lacetera,N.,Lakhani,K.R..Incentives and Problem Uncertainty in Innovation Contests:An Empirical Analysis.Management Science,2011,57(5):843-863.