User Involvement How To Affect Knowledge Transfer And Innovation In Environment Of WEB2.0

With the development of economy, mode of production and operation of enterprise has changed. Product-centered mode is no longer applicable to enterprise development. Then, user-centered mode of production and operation has developed and become increasing popular. A great number of enterprise begin to pay close attention to user-centered mode of production and operation. Therefore, these enterprise must understand what is users want to? And how to satisfy the demand of users? If enterprise want to understand user’s demand, they must to contact with their customer or client and communication with them. User involvement just give a chance to enterprise to understand and communication with them. In this way, enterprise can know what is users exactly want? And how they evaluate the product and service offered by enterprise? Therefore, they can provide better product and service to users. Meanwhile, enterprise can achieve their goal and obtain benefits.Recently, the development of internet technology has become more and more popular. An increasing number of people begin to take advantage of internet technology (such as web2.0) to communicate with others. The technology of web2.0 provide openness, interactivity and user-centered to people. Enterprise can take advantage this characteristic of web2.0 to develop their own platform and involve more users in it.Knowledge sharing and knowledge transfer are always the key point of research in the field of knowledge. This is an era of knowledge. Knowledge is important to the development of society, and it is important to the development of enterprise as well. If an enterprise obtain knowledge and know how to use it, it more likely perform well in market. In addition, knowledge can accelerate innovation. An innovative enterprise is more competitive in market. Thus, we can introduce this paper’s topic:study the factor affect knowledge transfer and innovation in the environment of web2.0 from user involvement perspective.After review relevant literature, we chose eight variables to build this paper’s model. They conclude perceived control, user personality, perceived enjoyment, platform interactivity, collective collaboration, collective knowledge, value innovation and product innovation. By reference to predecessors’research we hypothesized fourteen assumptions. In these hypotheses, perceived control, user personality, perceived enjoyment and platform interactivity is positive to collective collaboration and collective knowledge. Meanwhile, collective collaboration is positive to collective knowledge, and they are positive to value innovation and product innovation. We also hypothesized value innovation is positive to product innovation. Lastly, based on these hypotheses, we build our research model.After the build of research model, we can design questionnaire. Before collecting data formally, we must conduct preliminary questionnaire. If the preliminary questionnaire is passed, we can began to collect data.Data was collected, we can analysis data from its reliability and validity. In this part, we use SPSS to analysis data. We mainly analysis Cronbach’s Alpha, composite reliability and average variance extracted to test data reliability. Validity analyze was conducted from content validity and construct validity. After reliability test and validity test, the collected data is proved good, and can be used to conduct model test. Then, we conducted model test. In this part, AMOS was used to help with model test. The research model of this paper was proved better fitted. In model test process, eleven hypotheses was proved ture, and seven hypotheses is significant. Perceived control, user personality, perceived enjoyment, platform interactivity is relevant to collective collaboration and collective knowledge. Meanwhile, collective collaboration is positive to collective knowledge and collective knowledge is positive to value innovation. Value innovation is positive to product innovation.Based on these conclusions, we sumarized the theoretical and practical value of this study. Theoretical value of this study is that it enriches the range of research of user involvement. Because, this paper study user involvement with the environment of web2.0. Therefore, the study added variables (platform interactivity), and it demonstrated its important role to knowledge transfer process. Furthermore, value innovation and product innovation were considered in innovation study, and we proved value innovation is positive to product innovation.Therefore, these new conclusions can be referenced by other scholars. In addition, this study can provide practical suggestion to enterprises. They can let users feel happy and relax in the process of user involvement. Then enterprise can attract more users to participant in communication about product or service, and enterprise can obtain more information about users.