The Impact Of Inter-Organizational Virtual Integration On Customer Participation And Innovation Performance

Faced with increasingly fierce competition in the market environment,enterprises need to innovate constantly to maintain their competitive advantages and obtain living space.In an environment of high industry specialization,knowledge intensive and technological complexity,business customers are important resources for enterprise innovation.They can not only provide important external market information for enterprises,but also reduce the labor cost of innovation for enterprises as co-producers.Customer participation in innovation activities has become an important strategy for enterprises to promote innovation.However,it is still unclear how to promote the participation of business customers in innovation activities.Therefore,based on transaction cost theory,social exchange theory,service-dominant logic and configurational theory,this study takes the cooperative relationship between enterprise and business customer as the research object,constructs the "inter-organizational governance strategy-customer participation-innovation performance" model,and studies the direct and indirect interactions of virtual integration,contract governance and relational governance on innovation performance and customer participation.By reviewing related theories such as transaction cost theory,social exchange theory,service-dominant logic and configurational theory,as well as related variables such as virtual integration,contract governance,relational governance,customer participation and innovation performance,this paper combs out the ideological connotation and existing research results,providing a solid theoretical basis for the research model and hypothesis proposed in this paper.At the same time,mature measurement tools of relevant variables were sorted out and screened,and analysis software such as SPSS and AMOS was used to analyze 170 sample data obtained by questionnaire survey,so as to scientifically and rigorously answer the questions raised in this study.The result shows that:(1)Virtual integration positively affects innovation performance and customer participation;(2)Contract governance has no significant impact on innovation performance and customer participation;(3)Relational governance positively affects innovation performance and customer participation;(4)The interaction between virtual integration and contract governance negatively affects innovation performance and customer participation;(5)The interaction between virtual integration and relational governance positively affects innovation performance and customer participation;(6)Customer participation positively affects innovation performance.This study will help to enrich the literature on inter-organizational governance strategies,innovation performance and business customer participation,and provide a theoretical basis for future research.At the same time,the research conclusion also provides data basis for whether enterprises should adopt virtual integration strategy and which traditional governance strategy to combine with virtual integration to manage the cooperative relationship with business customers.