The Influence Of User Effort On The Quality Of Creative Ideas In The Online Environment

As the user demand increasingly diversified and personalized,the enterprise need faster and better innovation to response to m arket demand rapidly a nd timely.In orde r to im prove the enterprise’s innovative,many enterprises through the establishment of network platform utilize the user’s "collective wisdom" to c ontribute creative idea s,Such as Dell’ s “Idea S torm” and M i’s “MIUI BBS”.Internet popularization and rapid development of social media allows the user-user,user-enterprise online interaction more convenient and ef ficient,interactive breadth,depth and frequency is greatly enhanced.Because of the long tail exist in the online environment obviously,the user’s effort level is low,they contribute only a few creative id eas,and rarely participate in online interactions.The us er effort how to af fect the form ation and quality of creative ideas? Network environment is a clos ed interaction system,the use r’s effort also will b e affected by user-user and user-enterprise online interaction,and the influence of section heterogeneity of user comments。The quality of creative ideas are measured by other users’ evaluation and firms’ choice.User effort on the quality of the creative ideas,moderation of online interaction and comments section heterogeneity.This study has im portant significance of theoreti cal.Although existing research shows that degree of user effort,user-user and user-enterprise online interaction are of great importance to the high quality creative ideas。But the following problems ar e still worthy of attention:(1)The difference of user effort to other users’ evaluation and f irms’ choice in on line environment,In addition to the firms’ choice,other users’ positive evaluation are important indicators of the quality of creative ideas,especially the user is the final product users;(2)How user effort is affected by other users comments and corporate feedback rate in online environment.Because for the user,the user comments and co rporate feedback can p rovide different information,the information is difference to the different aspects affect of the quality of user crea tive ideas.So research on user effort to the quality of the creativ e ideas is of great significance to d evelop new products for enterprises to make better use of exploration of use creative ideas.In this paper,the contents are arranged according to the clew of “issue-literature review-MIUI BBS participatory observation-empirical analysis-conclusion and en lightenment”.Research methods show up as com bination of theoretical analysis and empirical analysis.First of all,to the basis of MIUI BBS participatory observation and theoretical analysis,put forward the research hypothesis,choosing "function proposal" section of MIUI BBS,using “Locoy Spider” technology to grab the creative ideas,including user basic characteristics,the content characteristics of th e creative ideas which the user referred,the content of the other users com ments and enterprise feedback.According to user information has been captured in first part,fetching in number of posts per user and reply in the section from user "personal data".Secondly,Using the text sentim ent analysis method to analyze positive affection and negative affection of user comment text.Using Possion(the dependent va riable is num ber of other users positive evaluation)regression and Quasipossion(the dependent variable is the number of enterprise employment)regression analysis,inspection effort for the user’s influence on its innovation under online interaction and comments section heterogeneity;Finally,inductive the research conclusion,put forward the enlightenment.The results show that genera ting more creative ideas and frequently commenting on others creative ideas are positively related to others positive evaluation of creative ideas.The interactions between the number of creative ideas generated and other users’ comments(average number)has positive influence on others posit ive evaluation.The inte raction between the number of creative ideas generated and section heter ogeneity has negative influence on the positive opinions of other users.The number of creative ideas generated and firms’ feedback rate have positive influence on the firms’ adoption choice of creative ideas.Our results indicate that:(1)user effort is helpful to get more positive evaluation of other user and increase the possibility of adoption by firms;(2)Other users’ comments played a com plementary role to the influence of the number of innovative ideas generated on others positive opinions and the section heterogeneity played a substitution role to the number of comm ents to other us ers’ innovative ideas on others positive evaluation;(3)For receiving more other users’ positive evaluation,the user-user interaction is more important,And for increasing the rate of company adoption,the firm-user interaction is more important.This study has important significance of practical.In this pape r,the research can provide the following Suggestions to Chinese enterprises:(1)Enterprise should initiate specific creative task to revolve the online interactive enthu siasm of user in online environm ent,contribute creative ideas and comments other users’ creative ideas.(2)research has shown that,for creative ideas receive other users positive evaluation,number of user-user online inte ractions and focusing comm ent section is m ore important.Therefore,the enterprise can arouse the en thusiasm of the us er’s interaction by two-way rewards,such as for a creative ideas,if the number of interaction achieve a certain number of times,the two sides will get po ints or other rewards.(3)the enterprise should encourage the participation of users to post(contribute creative ideas)and increase the feedback rate,but do not need to response to all creative ideas,who contributes more creative ideas in online environment.