Research On The Relationship Between Customer Participation Antecedents And Participation Behavior Of Manufacturing Enterprises

In response to personalized and dynamic development of customer demand, manufacturing enterprises need continuously improve product and service innovation capabilities. Enterprises not only need to maximize the release of staff creativity, more important is to encourage customer participate in product and service innovation process so as to continuously and quickly update products and services. The advent of internet technology-based virtual community enables customers not only participate conviently but also be engeged in the entire process of product and service innovation. In the context of virtual community that has become the norm, how can better attract customers participatition? To solve this problem, this paper researches the relationship between customer participaton antecedents and custmer participation behaviour of manufacturing enterprises.Combing through existing literatures, firstly, this paper proposes the relational model among customer participaton antecedents, custmer participation behaviour and participation convience; secondly, this paper designs the questionnaire according to the theoretical model and collects 632 valid data through fourteen famous manufacturing enterprises’ vitual communities; finally, with SPSS18.0 statistical analysis software, this paper uses hierarchical regression analysis methods to test the relationship between customer participation antecedents and customer participation haviour as well as the moderating effects of participation convenience on the above relationship empirically.Empirical test results show:(1) cutomer articipation antecedents have significantly postive effects on customer participation behaviour in which hedonic benefits, personal interagative benefits and social interagative benefits all have significantly positive effects on customer participation depth, personal interagative benefits and social interagative benefits both have significantly positive effects on customer participation width;(2) participation convenience has significantly positive impacts on customer participate depth and paricipation width;(3) participation convenience has significant moderating effects on the relationship between customer articipation antecedents and customer participation behaviour in which participation convenience has significantly negative moderating effects on the relationship between cognitive and learning benefits and customer participation depth, customer participation width; participation convenience has significantly postive moderating effects on the relationship between social interagative benefits and customer participation width.According to hypothesis testing results, this paper proposes four recommendations to manufacturing enterprises that attract customers to participate in product and service process: establishing economic and spiritual double incentive mechanism; building riching customer knowledge’s sharing platform; optimizing the community network environment of customer participation; strengthening and maintaining the interaction between customer and enterprises.