Research On The Driving Factors Of Customer Participation In Product Innovation In Virtual Community

In this paper,according to the survey data from 416 customers who had experienced digital product innovation in virtual community of an official brand,this empirical research analyzed the driving factors of customer participation in product innovation in virtual community.It also argued the regulating effect of value identification on the relation between customers‘ attitude and customers‘ intention of participating product innovation.The results are as follows: Firstly,the expectations of acquiring knowledge and stimulating experiences are the internal driving factors of customers to participate in product innovation in virtual community.Secondly,rewarding and offering convenient tools to customers are the external driving factors of customers to participate in product innovation in virtual community.Thirdly,value identification positively regulates the effect of customer attitude towards the customer intention of participating product innovation.This paper analyzed the driving factors of customer participation in product innovation in virtual community from the aspects of both customer and enterprise.This research not only enrich academic field which focus on research of driving factors from the perspective of enterprise,but also provide practical guidance to enterprises in our country taking positive marketing strategies to encourage customers to participate in product innovation.