摘要
产业演化是企业不断进入、退出和成长的过程。新创企业通过自身成长为产业提供发展前进的动力,改变和塑造着整个产业生态系统。从更为宏观的经济和社会层面上讲,新创企业具有创造财富、提供就业和促进社会稳定的重要意义。然而,生存和成长并非自然天成的事情,新创企业由于“新进入者缺陷”面临着极大的压力和风险。
在网络资源观视角下,企业完全依赖自身的内生成长方式不再是最优和必然的选择。需求方(顾客或用户)作为企业网络成员,能够作为企业的资产为企业成长做出贡献。但资源观理论的视角是内向的,对需求方的特殊性重视不足。近些年,有学者提出需求基础视角,认为资源本身价值由需求决定,需求异质性在一定程度上决定了企业异质性和竞争优势。
本研究围绕“用户互动如何影响新创企业成长绩效”这一核心问题展开。在评述现有研究成就和不足的基础上,识别出以下研究问题：(1)用户互动如何影响新创企业的成长绩效?具体地,用户互动的不同维度各自对新创企业成长绩效的影响模式是怎样的?(2)用户互动如何通过新产品开发的中介作用影响新创企业的成长绩效?(3)新产品特性、企业发展阶段和感知环境特性如何调节用户互动不同维度与新创企业成长绩效的关系?
为回答以上研究问题,本研究采取了理论逻辑梳理和实证检验相结合的研究方法。研究内容分为两大部分：其一是用户互动对新创企业成长绩效的中介影响机制,包括模型构建与假设提出,实证检验；其二是用户互动对新创企业成长绩效的调节影响机制,包括模型构建与假设提出,实证检验。其中,实证检验所用数据采用问卷方法收集,抽样总体为ICT行业新创企业；数据处理方法包括探索性因子分析、验证性因子分析、层次回归分析、离散响应值因变量回归分析等。研究过程和结论分为以下几个部分：
第一,用户互动广度和用户互动深度与新创企业成长绩效的直接关系。用户互动广度正向影响新创企业成长绩效；用户互动深度与新创企业成长绩效的关系呈倒U模式。
第二,用户互动通过新产品开发的部分中介作用影响新创企业成长绩效。用户互动广度主要通过增加新产品数量促进成长绩效的提升,产品开发速度的中介作用比较弱；用户互动深度同时通过新产品数量和产品开发速度作用于成长绩效,但随着深度增加,用户主导的负面效应,以及对发展机会形成的锁定效应将变得越来越强,最终导致整体效应由正变负。
第三,产品创新性是影响用户互动与新创企业成长绩效关系的重要情境因素。尽管用户互动广度在企业层新产品情境和市场层新产品情境下的作用并无显著区别,但互动广度对新产品数量和产品开发速度的作用大小在两种情境下相反；用户互动深度在市场层新产品情境下使新创企业成长绩效达到的最大值大于企业层新产品情境,而企业层新产品情境下互动深度的弹性大于市场层新产品情境。
第四,企业发展阶段是影响用户互动与新创企业成长绩效关系的重要情境因素。
用户互动广度对创业前期新创企业成长绩效的影响大于创业后期企业,但这种区别并不是通过新产品数量和产品开发速度实现的,根据理论推断为通过企业层因素如组织外部可见性和合法性而发挥作用。
相比创业前期企业,创业后期企业的用户互动深度变化使其成长绩效达到的最大值和相应的极值点都要大；在极值点左侧,用户互动深度对处于创业前期企业的作用更大,但其产生的负向效应会逐渐超过正向效应,使得互动深度的增加有损于新创企业成长绩效的提高。
第五,感知环境特性是影响用户互动与新创企业成长绩效关系的重要情境因素。
感知环境难以预测程度的提高,会降低用户互动广度对新创企业成长绩效的正向作用。感知环境变化速度的提高,会提高用户互动广度对新创企业成长绩效的正向作用,但会降低用户互动深度对新创企业成长绩效的正向作用。
以上研究结论有助于理解“用户互动影响新创企业成长绩效”的机理和权变特征。本研究的贡献主要体现在：
第一,结合网络资源观和需求观,梳理了需求方因素对企业成长作用的理论逻辑,提供了一个相对完整的框架来理解需求方对企业成长的特殊意义。
第二,细致剖析和总结了用户互动的属性,并结合复杂性理论中关于“广度”和“深度”的思想,构建了“互动广度”和“互动深度”两个变量来考查用户对新创企业成长绩效的影响模式。
第三,通过模型构建和实证检验,明确了用户互动影响新创企业成长的作用路径。用户对企业的贡献不仅体现为知识溢出,还体现为可见性溢出和用户对企业的隐性背书作用。
第四,通过模型构建和实证检验,从三个角度——产品、企业发展阶段和感知环境特性——明确了用户互动与新创企业成长绩效关系的权变特征。
Industrial evolution is a process of continuous entry, exit and growth of firms. New firms supply impetus for industry development through their own growth, change and shape the whole industry ecosystem. From a more macro perspective of economy and society, new firms are of great importance in creating wealth, supplying jobs and prompting social stability. However, survival and growth are not so natural and easy, new firms suffer from serious pressure and risk due to "liability of newness".
In the view of network resource, it is not an optimal or necessary way to adopt internal growth mechanism for new firms totally depending on themselves. As firms' network member, demand side (customer or user) can contribute as firm assets. But the focus of resource-based view is internal, thus underestimates the particularity of demand side. In recent years, some researchers propose a demand-side approach by thinking that the value of resource is determined by demand and demand heterogeneity decides firms'heterogeneity and competitive advantages to some extent.
This study focuses on the core problem of "how user interaction affects new firm growth". On the basis of reviewing achievements and limitations of extant literature, the following problems are identified:(1) How user interaction affects new firm growth? To be specific, what is the mode of each dimension of user interaction affecting new firm growth;(2) What is the mediating effect of new product development in the relationship between user interaction and new firm growth;(3) How new product feature, stage of firm life and perceived environmental characteristics moderate the relationship between user interaction and new firm growth.
In order to answer these questions, this study combines theoretical reviewing and empirical testing as the research methods. The contents include two major parts:one is the mediating mechanism of the relationship between user interaction and new firm growth, including model building and hypothesis developing, empirical testing; another one is the moderating mechanism of the relationship between user interaction and new firm growth, including model building and hypothesis developing, empirical testing. Questionnaire is used to collect data, and the sample is from new firms in ICT sector. Statistical methods include exploratory factor analysis, confirmatory factor analysis, hierarchy regression analysis and discrete responsive dependent variable regression analysis, etc. Research process and conclusion are as follows:
First, the direct relationships between user interaction breadth, user interaction depth and new firm growth. Interaction breadth positively affects new firm growth, while the relationship between interaction depth and new firm growth is inverse U-shaped.
Second, the partial mediating effects of new product development in the relationship between user interaction and new firm growth. Interaction breath affects new firm growth mainly through new product number, while the mediating effect of product developing speed is relatively weak; interaction depth through both new product number and new product developing speed. However, with the increase of depth, the negative effects of user dominance and lock-in effects on developing opportunities will be stronger and stronger, and finally the whole effect of interaction depth turns to be negative.
Third, product innovativeness is an important contingent factor affecting the relationship between user interaction and new firm growth. Although there is no difference of user interaction breadth's effects in two innovativeness context, namely new to the firm and new to the market, its effect sizes on new product number and product developing speed are the opposite; the maximum growth achieved by user interaction depth is higher for products new to the market than for products new to the firm, while elasticity of interaction depth is higher for products new to the firm than for products new to the market.
Fourth, stage of firm life is an important contingent factor affecting the relationship between user interaction and new firm growth.
User interaction breadth has a greater effect on growth for firms in earlier stage than for firms in later stage. However, this difference is not achieved by new product number or product developing speed, and it is theoretically supposed to be firm-level factors like organizational visibility or legitimacy.
Both the maximum of growth achieved by and extreme point that brings this maximum of user interaction depth are greater for firms in later stage than for firms in earlier stage. On the left of the extreme point, interaction depth has a greater effect on growth for firms in earlier stage, but its negative effect will increase quickly to overwhelm positive effect, and finally goes against new firm growth.
Fifth, perceived environmental characteristics are important contingent factors affecting the relationship between user interaction and new firm growth.
The increase of perceived environmental unpredictability will decrease the positive effects of user interaction breadth on new firm growth. The increase of perceived environmental rapidity will increase the positive effect of user interaction breadth on new firm growth, while decrease the positive effect of user interaction depth on new firm growth.
These conclusions above help us to understand the mediating mechanism and contingent attributes of "user interaction's effects on new firm growth". The main contributions of this study are as follows:
First, by combining network resource view and demand-side approach, this study clears the theoretical logic of demand-side factors'effect on firm growth, supplying a relatively integrated framework to understand the special meaning of demand-side on firm growth.
Second, this study meticulously analyzes and summarizes the attributes of user interaction, and constructing two variables "interaction breath" and "interaction depth" to examine the influencing modes of user on new firm growth by referring to the idea of "breadth" and "depth" in complexity theory.
Third, this study identifies the functional paths of user interaction affecting new firm growth by model building and empirical testing. The contributions of user to firms are not only embodied in knowledge spillover, but also visibility spillover and implicit endorsement.
Fourth,this study identifies the contingent attributes of user interaction affecting new firm growth from three perspectives——product,stage of firm life and perceived environmental characteristics——by model building and empirical testing.
引文
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