Research On The Relationships Between Digital Product Innovation And User Contribution Behavior ——The Mediating Effect Of Ethical Risk Perception

In the digital economy era,enterprise innovation management is facing great opportunities and challenges.At the business value level,companies use digital technologies such as big data and AI intelligent algorithms to analyze consumer preferences,carry out personalized product production,and encourage them to increase user contribution behavior by improving user experience,so as to improve innovation performance.At the level of ethical risk,the application of new technologies such as big data has also brought a series of problems such as consumer killing,price discrimination and personal privacy protection,which affect the contribution behavior of users.Throughout the existing research,there are few studies on the relationship between digital product innovation and user contribution behavior,and the conclusions are different.Moreover,there is a lack of research on the mechanism of the relationship between them from the perspective of consumers.Can consumers' judgment on the type of enterprise digital product innovation promote user contribution behavior?Are they influenced by ethical risk perception factors?These are all very important,scientific problems with theoretical value and practical significance.Based on value co-creation theory and stimulus-organism-response(S-O-R)theory,this thesis constructs a relationship model between digital product innovation,ethical risk perception and user contribution behavior.Digital product innovation is measured by two different types of data-driven innovation and data-supported innovation from the perspective of consumer perception.User contribution behavior is measured by two indicators:active contribution behavior and reactive contribution behavior.The intermediary variable of ethical risk perception is introduced to study the relationship between the three variables.Through empirical research methods,statistical analysis based on sample data from 431 questionnaires yielded the following conclusions:(1)in the main effect,there is a positive correlation between different types of digital product innovation and user contribution behavior;(2)In the mediating effect,ethical risk perception dimensions such as transparency,releasability and multi inclusiveness play a positive mediating role between data-driven and active contribution behavior and reactive contribution behavior;(3)In the mediating effect,privacy protection plays a negative mediating role between data-driven innovation,data-supported innovation,active contribution behavior and reactive contribution behavior.Based on the above research conclusions,this thesis puts forward the corresponding countermeasures from the three aspects of online community,core users,and ordinary users.Finally,in view of the shortcomings of this thesis,the future research prospects are proposed,in order to improve the user contribution behavior in the online community and provide a certain reference for the digital innovation management of enterprises.