Impact Mechanism And Management Strategy Of Innovative Customer Word-of-Mouth Effect:Research On Innovation Community

The development of social media brings the revolution of word-of-mouth marketing.Management of word-of-mouth marketing is getting more and more attention from both researchers and practitioners.Meanwhile it is a trend that enterprises encourage customers to participate on innovation and share actively through the brand community.But it is not getting attention of subsequent innovation value,and most innovative community does not achieve the desired effect.Literature review shows that customer innovation strategy and word-of-mouth have comparatively abundant research literature and study result,however,innovative customer word-of-mouth propagation model has not still been fully discussed.So it is lack of theoretical basis when we try to understand some problems,such as how customers to have emotional psychological change after participating innovation,and how this change to influence recommendation,and how to manage innovation community.This dissertation is organized in the order of proposing,analyzing and solving problem,considering two key questions,one is about "how does customers experience emotional psychological change after they participate innovation,and how the psychological change to influence word-of-mouth recommendation behavior?" the other is about " how can innovative customer knowledge match management innovative community to motivate the greatest degree of word-of-mouth recommendation?".We use grounded theory to do the qualitative research,according three steps of open coding,axial coding and choosing coding.Then we construct initial model of the formation mechanism of innovative customer referrals behavior.We also establish the overall concept model of this paper respectively from two perspectives of psychological change and knowledge matching,and do three initial researches,using empirical methods of questionnaire investigation and experimental design to analysis the collected data,so we can do the empirical test on three research topics.The results show that:(1)There is a positive impact of customer innovation on psychological attachment,when participation degree and contribution perception are higher,the more customer psychological attachmentthe is to the community.(2)The effect of customer innovation on psychological attachment is mediated by the feeling of achievement.When customers participate on innovation,they will enhance the sense of achievement,which is closely related to the innovation community and activities,and to further improve customer psychological attachment.(3)Self-construal moderates the relations of customer innovation and community psychological attachment,the stronger dependent self-construct is,the positive effect of customer innovation on psychological attachment is more.(4)Customer psychological attachment have a positive impact on referrals behavior,and the impact of community psychological attachment of referrals about community is stronger than brand psychological attachment,the impact of brand psychological attachment on referrals about brand is stronger than community psychological attachment.(5)The relationship between customer psychological attachment and recommendation is regulated by community atmosphere.Compared with the low community atmosphere,the impact will be more intense by the high community atmosphere.(6)The relationship between customer psychological attachment and recommendation is also regulated by strength of relationship.Compared with high strength of relationship,the impact will be more intense by low strength of relationship.(7)The relationship between customer psychological attachment and recommendation is partial mediated by community identity.The emotion attachment of customer to the community and brand will make you consciously adjust the values and attitudes,to solidify their community identity and further promote referrals.(8)Customer knowledge levels relating to innovative activities have significant influences on customers’recommendation.The higher customer knowledge,the higher their recommendation intentions.(9)The interaction between guidance methods and customer knowledge has no significant impact.Whether using graphic instruction or guidance,the recommendation intention was no significant difference.No matter what kind of guide way,expert customer recommendation intention is higher than novices.(10)The interaction between materials provided and customer knowledge has significant impacts on their recommendation intentions.Novices with lower levels of innovative knowledge tend to exhibit higher(lower)recommendation intentions when they are provided with template(personalized)material,whilst experts with higher levels of innovative knowledge tend to exhibit higher(lower)recommendation intentions when they are provided with personalized(template)material.