Research On Customer Agility And Its Mechanism Based On Online Reviews

The product development model has shifted from enterprise-led model to customer-driven innovation,and online review has important value for enterprises to implement customer-driven innovation strategies.Previous studies have emphasized on the influence of online reviews on customers' purchase decisions and enterprise sales performance,but lack of attention on the effect and role of enterprise using online reviews for product innovation.Thus,the mechanism of customer agility on product performance based on online reviews needs to be further analyzed.More than 200,000 software products' reviews were collected from the App Store platform,through applying the word2 vec text mining method,and constructed customer agility variable by analyzing the text similarity between online reviews and product update logs.A multiple regression model was established to empirically test the effect of customer agility on product performance based on online reviews,and explored the mechanism of the relationship between customer agility and product performance from the three layers of demand characteristic,product characteristic and enterprise characteristic,revealing the moderating mechanism of three situational variables of demand diversification,product maturity and enterprise scale.The results show that: 1)customer agility based on online reviews can significantly improve product performance,and product developers should pay attention to the mining and utilizing customer needs contained in online reviews;2)Demand diversification has a positive moderating effect on the relationship between customer agility and product performance.Diversified and heterogeneous online reviews are more useful for product developers and can promote product innovation;3)Product maturity has a negative moderating effect on the relationship between customer agility and product performance.With the increase of product launch time,the effect of customer agility gradually decreases.4)Enterprise scale has a negative moderating effect on the relationship between customer agility and product performance.The smaller the enterprise scale,the more prominent the effect of customer agility,and the larger the enterprise scale,agility may hinder product performance.The research proposes an innovative customer agility measurement method,which has become a powerful supplement to traditional questionnaire measurement and expanded the measurement system of enterprise agility.The research conclusion unveils the mechanism of enterprises using online reviews for product innovation,enriches the content of big data-driven product innovation.Meanwhile,it has practical guiding for enterprises to use online reviews to implement product development strategies.