Research On The Influencing Factors Of User Participation In The Online Innovation Community

In order to better meet the users’different needs in the Internet environment, product innovation must be multiple sources in hand. As a new innovative subject, the users will become an extremely promising source of innovation. With the openness and interactive of the Internet, user innovation resources should be fully exploited and made use of and it is the holy grail for enterprises to achieve better and faster development. How to tap and use the user innovation has become the common concern topic of academic community and the business community. This paper focused on the influence factors of user innovation in a network environment to help enterprises in the future to make appropriate strategies and policies of product development and marketing to target to fully develop the potential of the user’s in order to ultimately maximize the value of the business and users.This study firstly reviewed the user innovation theory, network environment theory, user innovation research and the theory of planned behavior. And based on this, this paper formed the hypotheses, as well as the research model and corresponding indicator system; and subsequently amended the overall model and indicators through in-depth interviews and pre-research. Finally, hand out the questionnaires in the users of network innovation, and use SPSS17.0software to analyze questionnaire results statistically. According to the results of the investigation and analysis, we draw several important conclusions:Firstly, the influence factor of user innovation can be divided into the factors of innovation willingness, perceived control factors and group norms factors, of which the innovation willingness is the mediating variable of social identity, participate in fun, self-development and brand emotional to innovation behavior; and perceived control factors is the mediating factor of innovation ability and convenience condition to innovation behavior; and group norms is the mediating factor of external incentive and group interaction to innovation behavior. Finally, based on the conclusions, this paper proposed the relevant recommendations and countermeasures from the enterprise level and the government policy level and makes a future research outlook.