【作者】 王娜；

【导师】 李志宏；

【作者基本信息】 华南理工大学 ， 管理决策与系统理论， 2013， 硕士

【副题名】以小米社区为例

【摘要】 随着服务业与网络通讯技术的快速发展，顾客的角色发生了根本性转变，他们正越来越多地借助虚拟社区参与到企业的活动中，与企业一起创造个性化产品或服务。这种顾客与企业合作共同创新的新模式，对传统的以企业为主导的创新模式产生巨大挑战。很多企业逐渐意识到要生存和发展，必须最大限度地吸引顾客参与到服务创新中来。因此，开展虚拟社区顾客参与服务创新的动力与机制研究是十分必要的。在借鉴现有研究成果的基础上，本文从参与主体、参与目的等7个方面对顾客参与和顾客参与服务创新进行了全面的对比，创新性地界定了顾客参与服务创新的范围。然后，将顾客参与服务创新行为划分为知识分享和合作生产两个维度，自我效能、信任、感知风险和乐于助人会驱动顾客参与服务创新行为的产生，顾客通过参与服务创新影响最终的满意度，建立了顾客参与服务创新的整体运作机理模型。同时，本文以我国发展较好的虚拟品牌社区——小米社区为调研对象，利用结构方程模型对回收的问卷数据进行分析，验证研究假设。实证结果显示：本文提出的自我效能、信任、感知风险、乐于助人对顾客参与服务创新的知识分享维度都有显著的正向影响，且影响程度不同；自我效能、信任对顾客参与服务创新的合作生产维度有显著的正向影响，但是感知风险和乐于助人对合作生产行为的正向显著作用并没有得到验证；顾客参与服务创新的知识分享和合作生产维度都会对顾客满意有正向的显著影响。最后，本文结合案例研究和实例分析结论，对如何更有效的激励和管理顾客参与虚拟品牌社区服务创新行为，提出策略和建议。更多还原

【Abstract】 With the development of the service sector and network communication technology, therole of the customers has a fundamental change. The customers are involved in businessactivities though virtual community and demonstrating the ability to create personalizedproducts or services with the companies. This cooperation mode is a huge challenge to thetraditional enterprise-led innovation model. Many companies come to realize that they mustattract customers to participate in service innovation to survive and develop. Therefore, tocarry out the motion and mechanism of customer involved in service innovation of virtualcommunities is necessary.On the basis of existing research results, this article defines―customer involved inservice innovation‖. Contrast―customer participation‖with―customer participation in serviceinnovation‖from seven aspects. Divide the behavior of the customer involved in serviceinnovation into two dimensions: knowledge sharing and co-production. Self-efficacy, trust,perceived risk and helpfulness will drive customers to participate in service innovation.Customer participation in service innovation affects their final satisfaction. Establish anoverall operation of the mechanism model of customer participation in service innovation.XiaoMi community is a better development virtual brand community in China, so we chooseit as an example. Using structural equation modeling analyzes the recovery questionnaire data.The empirical results show that: self-efficacy, trust, perceived risk and helpfulness have asignificant positive impact on knowledge sharing, and the impact degree is different.Self-efficacy and trust have positive and significant impact on co-production, but the positiveeffect of the perceived risk and helpfulness on the co-production behavior have not beenverified. Knowledge sharing and co-production have a significant positive impact on customersatisfaction.At the last, based on the conclusions of case study and analysis in this paper, theeffective strategies and recommendations are proposed on how do the company encourageand manage the customer to participate in service innovation of virtual brand communityeffectively.更多还原