A Study On The Influence Of Implicit Characteristics Of Users On Value Co-creation Based On Xiaomi Community

In the era of economic globalization,the rapid development of high technology in the information field and the continuous promotion of industrial applications have made the product life cycle shorten continuously,and the user needs have become more customized and diversified,and the market competition has entered a white-hot stage,so it is difficult for enterprises to stand out only by their own resources.On the one hand,enterprises must break the traditional closed innovation-led innovation model and include users as an important resource in their innovation strategy.On the other hand,users no longer passively accept the products or services provided by enterprises,but join the innovation process of enterprises' products or services as creators and create value together with enterprises.As a window of communication between enterprises and users,user innovation communities are increasingly valued and have become the preferred platform for value co-creation between enterprises and users.Previous studies have focused more on the influence mechanism of users' explicit aspects on value co-creation,but few scholars have paid attention to the influence of users' implicit characteristics on value co-creation,and there is a lack of analysis on the influence mechanism of psychological empowerment,which is the antecedent factor of users' participation in value co-creation.Therefore,how to guide users to engage in value co-creation has become a question for enterprises to consider.Based on this,this paper conducts a study on Xiaomi community and its users.Based on a large amount of domestic and international literature,we firstly define the concepts of user innovation community,implicit characteristics of users,value co-creation,and psychological empowerment,and then further sort out and analyze the related relationships of each variable based on relevant theories,and construct the index system of implicit characteristics of users,value co-creation index system,and psychological empowerment index system respectively.Finally,we establish a model of the influence of users' implicit characteristics on value co-creation and explore the moderating role of users' psychological empowerment.In terms of empirical evidence,firstly,202 valid questionnaires were distributed through various channels,and 317 valid questionnaires were collected within the specified time,then the data were processed by SPSS 22.0 and AMOS software,and finally the main effects and moderating effects were analyzed.The results show that(1)among the implicit characteristics of users,willingness to cooperate positively promotes initiated value co-creation and spontaneous value co-creation;(2)among the implicit characteristics of users,comprehensive ability positively promotes initiated value co-creation and spontaneous value co-creation;(3)among the implicit characteristics of users,knowledge level positively promotes initiated value co-creation and has no significant effect on spontaneous value co-creation;(4)among the implicit characteristics of users,interaction characteristics positively promotes initiated value co-creation and has no significant effect on spontaneous value co-creation;(4)among the implicit characteristics of users,interaction characteristics positively promotes initiated value co-creation and has no significant effect on spontaneous value co-creation.(4)among the implicit characteristics of users,interaction characteristics positively promote initiated value co-creation and spontaneous value co-creation;(5)the test results of the moderating effect show that psychological empowerment positively moderates the influence of implicit characteristics of users on value co-creation.Based on the above research results,this paper provides new ideas for enterprises to promote users' participation in value co-creation,and provides targeted suggestions for enterprises to implement user innovation strategies.