摘要
随着互联网甚至移动互联网的迅速发展,如今的消费者在衣食住
行的满足之上,越来越重视消费体验,企业也开始从关注产品或服务
转向同时关注顾客的体验,体验经济时代己经到来。此外,伴随着消
费者与企业角色的相互渗透,企业需寻求既能获得必要的消费者输入,
又能提高与消费者互动的效率、规避过度互动风险的方法。
领先用户概念的提出缩短了企业与消费者之间的距离,通过传统
的市场调研获得用户创新是高成本、低效的,甚至是不成功的。与领
先用户进行协作是一个很有前途创新替代方案,节约时间且成本低廉。
同时,由于领先用户需求较之现有需求具有明显的领先性,故而其创
新产品通常具有很大的商业价值与商业潜力。如今,企业更新节奏、
产品迭代周期越来越快,越来越短,消费者的兴趣点也在不断的更新
迭代,那么,如何快速准确识别领先用户,如何提高企业与消费者之
间的互动,如何利用发起的价值共创或者自发的价值共创实现领先用
户与企业之间的更深层次的交流,都是值得进一步探讨的问题。
本论文着力于研宄基于虚拟社区领先用户视角的价值共创问题。
一是从领先用户这一更加细化的消费者群体入手,通过领先用户的概
念、特点等深化了领先用户的理论基础,提炼领先用户的特有特征属
性,包括合作意愿、创新能力、产品知识以及互动特性。二是将价值
共创分为发起的价值共创和自发的价值共创,在此基础上建立了基于
虚拟社区领先用户视角的价值共创研宄模型。三是通过问卷调研的方
式获取一手资料,辅助结构方程模型的方法研宄了理论模型,验证了
虚拟社区环境下的领先用户与两种类型的价值共创行为之间的关系。
通过实证分析的方法,本论文主要得出以下结论:
第一,合作意愿对领先用户参与发起的价值共创有着显著正面的
影响,即合作意愿越强烈的领先用户,越能促进发起的价值共创;合
作意愿对领先用户参与自发的价值共创有着显著正面的影响,即合作
意愿越强烈的领先用户,越能促进自发的价值共创。
第二,创新能力对领先用户参与发起的价值共创有着显著正面的影响,即创新能力越强的领先用户,越能促进发起的价值共创;创新
能力对领先用户参与自发的价值共创有着显著正面的影响,即创新能
力越强的领先用户,越能促进自发的价值共创。
第三,产品知识对领先用户参与发起的价值共创有着显著正面的
影响,产品知识越丰富的领先用户,越能促进发起的价值共创;产品
知识对领先用户参与自发的价值共创有着显著正面的影响,产品知识
越丰富的领先用户,越能促进自发的价值共创。
第四,互动特性对领先用户参与发起的价值共创有着显著正面的
影响,互动越积极的领先用户,越能促进发起的价值共创。
关键词:虚拟社区;领先用户;价值共创;互动A STUDY ON THE VALUE CO-CREATION OF LEAD
USER BASED ON VIRTUAL COMMUNITY
ABSTRACT
With the rapid development of the Internet and even mobile Internet,
today&39;s consumers are paying more and more attention to the consumer
experience, and the enterprises have begun to shift from paying attention
to products or services and paying attention to customers&39; experience. In
addition, along with the mutual penetration of consumers and business
roles, companies need to find ways to obtain the necessary consumer input,
while improving the efficiency of interaction with consumers, to avoid
excessive interaction risk.
The concept of leading users to shorten the distance between business
and consumers, through the traditional market research to obtain user
innovation is costly, inefficient, or even unsuccessful. Collaboration with
leading users is a promising alternative to innovation, saving time and cost.
At the same time, leading-edge customer demand is clearly ahead of
existing demand, and its innovative products often have great commercial
value and commercial potential. Today, the pace of business updates,
product iterative cycle faster and faster, more and more short, consumer
interest points are constantly updated iterations, then how to quickly
identify accurate leading users, how to improve business and consumer
interaction , How to use the value of the initiative to create or spontaneous
value of creating leading users and enterprises to achieve a deeper level of
communication between, are worthy of further discussion.
This paper focuses on the value creation problem based on the perspective
of virtual community&39;s leading users. First, the leading consumer from the
more refined consumer groups, leading users through the concept,
characteristics, etc. deepen the theoretical basis of leading users, leading
users of the unique characteristics of refined properties, including thewillingness to cooperate, innovation, product knowledge and Interactive
features. Second, value creation is divided into value creation and
spontaneous value creation. On this basis, a value research model based on
virtual community&39;s leading user perspective is established. Thirdly,
through the method of questionnaires, the author obtains the first-hand
information and the auxiliary structural equation model, and studies the
relationship between the leading users and the two types of value-creating
behaviors in the virtual community environment.
Through empirical analysis, this paper draws the following
conclusions:
First of all, the willingness to collaborate has a significant positive
impact on the value of leading-edge user participation: the greater the
willingness to collaborate, the more valuable the value of the initiative will
be; the willingness to collaborate with leading users to participate in
spontaneous value creation Significant positive impact, that is, the stronger
the willingness to cooperate with the leading users, the more able to
promote spontaneous value creation.
Second, the ability to innovate has a significant positive impact on the
value of leading-edge user participation: the ability to innovate, the more
powerful the leading user, and the more value it can create; the ability to
innovate. Significant positive impact, namely the stronger innovation
ability leading user, the more can promote the spontaneous value creation.
Thirdly, the product knowledge has a significant positive impact on
the value creation of leading users, and the more valuable product
knowledge the leading users, the more valuable the value creation can be.
The product knowledge has significant effect on leading users to
participate in spontaneous value creation. The positive impact of the
product knowledge of the richer the leading users, the more able to promote
spontaneous value creation.
Fourth, the interactive nature of leading users to participate in the
value of the initiative to create a significant positive impact, the more active
the leading users, the more can promote the value of creating.KEY WORDS: virtualcommunity; lead user; valueco-creation;
interaction目录
￥ S3
ABSTRACT5
@录8
m-m miti
1.1研究背景1
1.1.1现实背景
1
1.1.2理论背景
2
1.2研究目的及意义
4
1.2.1研究目的
4
1.2.2研究意义
4
1.3研究方法5
1.4研究内容及框架
6
1.5研究创新点
8
1.5. 1研究视角创新
8
1.5_2研究内容创新
8
1 5. 3理论框架模型构建创新
8
第二章文献综述
9
2.1虚拟社区9
2. 1. 1虚拟社区的定义
9
2. 1.2虚拟社区的分类
10
2. 1.3虚拟社区的价值
11
2.2领先用户
12
2. 2. 1领先用户的概念与特征
12
2. 2. 2领先用户的识别
15
2. 3价值共创
18
2.3.1价值共创的基本要素
18
2. 3. 2价值共创的演进
19
2. 4网络互动
212. 4. 1网络互动的定义
21
2.4. 2网络互动模式
22
2.5/降25
第三章理论模型与研究假设
26
3.1理论模型的构建
26
3.2研究假设27
3.2. 1合作意愿对领先用户参与价值共创的影响
27
3. 2. 2创新能力对领先用户参与价值共创的影响
28
3. 2. 3产品知识对领先用户参与价值共创的影响
28
3. 2. 4互动特性对领先用户参与价值共创的影响
29
3.3问卷的设计与发放
29
3.3. 1研究问卷设计
29
3.3. 2问卷发放
31
第四章数据分析
33
4.1描述性统计分析
33
4.2信度和效度分析
34
4.2. 1信度分析
34
4.2. 2效度分析
35
4.3假设检验37
第五章研究结论与展望
40
5.1研究基本结论
40
5. 2管理实践建议
41
5. 3研究局限性与展望
43
5_ 3. 1研究局限性
43
5.3. 2研究展望
43
参考文献44
附录1:虚拟社区领先用户的调查问卷
48
麵51
攻读学位期间发表的学术论文目录
52
第一章绪论
第一章绪论
1_1研究背景
1.1.1现实背景
RitaShor是3M的医疗事业部一个外壳手术产品的负责人,该产品每年的销
售业绩都相当可观,但是3M的老板却想卖掉这个已经十年没有创新出新产品的
业务线,Rita很是着急,而手术薄膜是该产品线的一个重要产品,帮助医生在手
术时避免患者感染,但是却不能做到完全避免细菌感染,打算从手术薄膜入手,
采用领先用户法进行新产品开发,包括四个步骤:第一步,制定领先用户指标,
Rita查询各种可用的资料、资源,成立跨部门协作团队的同时,也在不断深入了
解外科手术感染的相关问题;第二步,识别需求与趋势,Rita不断拜访专家,了
解到发展中国家的需求,也就是开发一种有效、无抗药性更重要是便宜的抗感染
方法,且该方法于发展中国家而言成本低廉,患者可负担得起,发展中国家的市
场潜力巨大;第三步,识别领先用户并进行访谈,了解同行业或者其他行业是否
有同样的或者更为强烈的需求,Rita找到了兽医和化妆师两个领域的领先用户,