| The establishment of corporate virtual communities has brought new impetus to product innovation,but in the face of a low rate of community user innovation,how will company managers help companies to improve product innovation in a targeted manner? There are diverse users in the corporate virtual community,and their knowledge sharing behavior is different.Including this difference in the study of the impact of knowledge sharing on the company’s virtual community on product innovation can provide an important reference for product innovation.This article studies the impact of different types of user knowledge sharing on product innovation,and takes Huawei’s product definition community as an empirical object.The ultimate goal is to help the company sort out the differences between various types of users and manage users in a targeted manner.The specific ideas of this article are divided into six parts.The first part summarizes and reviews literatures related to domestic and foreign virtual community user classification related research,virtual community knowledge sharing related research,corporate virtual community knowledge sharing related research.The second part is the definition and related theories of the knowledge sharing,product innovation of the enterprise virtual community.The third part is to construct a user classification index system for the enterprise virtual community,and propose a suitable classification method.The fourth part is to build a research model of the impact of user knowledge sharing on product innovation and propose research hypotheses based on the analysis of the impact of user knowledge sharing on product innovation.In the fifth part,we select Huawei as the research object in the product definition community,and classify users according to the above-mentioned classification method for community users.Finally,the model is verified,modified,and evaluated based on the classification results.The sixth part summarizes and discusses the main results of empirical research,and puts forward specific suggestions for different types of users.Based on the research model of the impact of enterprise virtual community knowledge sharing on product innovation,this paper selects Huawei product definition community as the research object for an empirical analysis.Finally,the community users are divided into professional contributive users and active social users,and a comparative study on the impact of their knowledge sharing on product innovation is carried out to construct the following two conclusions.(1)Professionally-contributed users have strong professional qualities and value the "self" characteristic.Such users are the main force of knowledge contribution in the community and active discussions among users.The rewarding knowledge sharing of professional contribution users has a greater impact on product creativity and product testing.This shows that rewarding knowledge sharing of professional contribution users is more conducive to promoting product innovation of professional contribution users,while the promotion of reciprocal and developmental knowledge sharing is lower.Tracing back the causes of rewarding knowledge sharing for professional contribution users,it was found that the incentive system had a greater impact on it.This not only shows that professional contribution users make greater contributions to the community,they also get more rewards,and have a stronger perception of the incentive system than active social users;it also shows that a reasonable incentive system can greatly enhance products innovation of professionally-contributed users.(2)Active social users have the characteristics of weak professionalism and cherish "relationship".Such users are an active group for establishing relationships and a bridge for other relationships.They have strong communication skills in the community.The reciprocal knowledge sharing and development knowledge sharing of active social users have a greater impact on product creativity and product testing,which shows that the reciprocal knowledge and development knowledge sharing of active social users is more conducive to promoting user product innovation.Looking back at the antecedents of the reciprocity of active social users and the development of knowledge sharing,we can find that the community atmosphere has a greater impact on it.This not only shows that active social users have more friends in the community,their perception of the community is stronger than that of professional contributing users,but it also shows that creating a good community atmosphere greatly improves the product innovation of active social users. |
