虚拟顾客环境特征对新产品开发中顾客参与的影响

被引：4

作者：

许慧敏

周天舒

辛冲

机构：

[1] 东北大学工商管理学院

来源：

技术经济 | 2016年 / 11期

关键词：

虚拟顾客环境; 虚拟平台; 顾客参与; 顾客体验; 顾客知识; 新产品开发;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

利用来自手机企业的虚拟社区中参与新产品开发活动顾客的调查数据,探究了虚拟顾客环境特征——交互性、社交性、易用性和使用者控制程度通过顾客体验的中介作用对顾客参与的影响机制以及顾客知识的调节作用。结果显示:交互性、社交性、易用性和使用者控制程度显著影响顾客参与;顾客体验在交互性、社交性、易用性和使用者控制程度对顾客参与的影响中起部分中介作用;顾客知识在交互性、社交性和使用者控制程度对顾客参与的影响中起显著的正向调节作用,但在易用性对顾客参与的影响中的调节作用不显著。

引用

页码：12 / 21

页数：10

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