【作者】 钟华；

【导师】 沈波；

【作者基本信息】 江西财经大学 ， 管理科学与工程， 2017， 硕士

【摘要】 传统的产品创新模式是企业通过市场调查的方式,直接了解消费者的需求,然后再对消费者的需求进行分析,最后研究解决方案进行新产品的开发。技术的不断革新缩短了企业新产品的开发周期,使得市场的竞争更加惨烈。基于这样的情况,企业需要对以往的产品创新方式进行改变。近年来不断涌现的购物平台,如小米商城、苹果官网、华为商城等,为消费者提供了极大的便利,使得消费者能够在虚拟网络中购买自己喜爱的产品。网络购物的兴起促使了虚拟品牌社区的不断向前发展。虚拟品牌社区为企业和社区用户两者的沟通提供了畅通的渠道,更为企业进行产品的创新提供了一个平台。企业借助虚拟品牌社区如何将社区用户纳入到企业新产品的创新过程,影响消费者参与产品创新的因素有哪些,消费者的产品创新行为又有哪些,这些问题都具有重要的现实意义和学术价值。基于以上背景,本文首先对虚拟品牌社区、虚拟品牌社区知识共享、产品创新、品牌认同等概念以及它们的研究现状进行详细地综述。然后,具体分析了用户的知识共享对产品创新的影响作用,品牌认同在虚拟品牌社区用户知识共享与产品创新的影响的中介作用。通过梳理有关虚拟品牌社区知识共享、产品创新的研究文献,确定知识共享和产品创新的构成维度。基于用户知识共享的动机角度,确定知识共享的维度包括娱乐性知识共享、目的性知识共享和联系性知识共享。基于以往关于产品创新的研究成果,本文将产品创新的构成划分为产品创意、产品测试和产品促销三个层次。最后,本研究以虚拟品牌社区为研究对象,探讨分析用户知识共享对产品创新的影响,建立虚拟品牌社区用户知识共享与产品创新的影响模型,提出对应的研究假设。本研究通过问卷星平台生成正式的测试问卷,再以链接与二维码的形式将问卷发放到社区贴吧、小米QQ群、小米论坛进行数据的收集,收到291份问卷,可用以进行统计分析的问卷数为240。运用SPSS22.0和AMOS21.0软件对采集的有效数据进行处理分析。实证结果表明,虚拟品牌社区中用户之间的知识共享对品牌认同有正向作用,而用户的品牌认同对用户参与产品创新活动具有显著的促进效果。更多还原

【Abstract】 The traditional mode of product innovation is that the company understands the customer demands by way of market survey;and then analyzes them;finally thrash out solutions for the development of new products.With the development of modern science and technology,the renewal period of enterprise products becomes shorter and shorter,and the competition becomes more and more fierce.Obviously,the traditional product innovation model is no longer suitable for the company’s further development.In recent years,the emergence of shopping platforms,such as millet mall,Apple’s official website,HUAWEI mall,provide consumers with great convenience,so that consumers can buy their favorite products in the virtual network.The rise of online shopping has prompted the emergence of virtual brand community;virtual brand community is a kind of relationship network based on brand theme.The Virtual brand community provides a platform for the interaction between companies and consumers as well as the products innovation.How to integrate the consumers into the innovation process of the new product through the virtual brand community,what are the factors that affect consumers to participate in product innovation,what are the consumers’ product innovation behaviors,these problems are of great practical significance and academic value.Based on the above background,we make a detailed review relates to the virtual brand community,virtual brand community knowledge sharing,product innovation,virtual brand community brand identity concept and the status quo of their research.Then,the paper analyzes the influence of knowledge sharing on product innovation,and the mediating role of brand identity in user knowledge sharing and product innovation in virtual brand communities.This article determines the dimensions of knowledge sharing and product innovation through carding the research literature on the knowledge sharing and product innovation in virtual brand communities.Based on user knowledge sharing motivation,the dimension of knowledge sharing is defined as entertaining knowledge sharing,purposing knowledge sharing and connecting knowledge sharing.Based on the previous research of product innovation,in this paper,the composition of product innovation can be divided into three levels: product creativity,product testing and product promotion.Finally,this paper makes the virtual brand community as the research object,discusses the users’ knowledge sharing impact on product innovation,and based on the mediating role of brand identity,constructs the concept model of the effect of knowledge sharing of virtual brand community users on product innovation,proposes the research hypotheses.The research through the questionnaire platform to generate the formal questionnaire,then release questionnaires to the community bar,millet QQ group,millet forum in the form of links and two-dimensional code,a total of 291 questionnaires were collected,among which the number of valid questionnaires was 240.SPSS22.0 and AMOS21.0 software were used to analyze the collected data,and the descriptive analysis,reliability and validity analysis and structural equation modeling were used to analyze the data.The empirical study shows that the knowledge sharing in virtual brand community has a positive effect on brand identity,and the customers’ brand identity has a significant impact on customers’ participation in product innovation activities.更多还原