顾客依赖及其对顾客参与新产品开发的影响

被引：16

作者：

汪涛

崔楠

芦琴

机构：

[1] 武汉大学经济与管理学院

来源：

管理科学 | 2009年 / 22卷 / 03期

关键词：

顾客依赖; 顾客参与; 新产品开发; 环境不确定性; 交易专项投资;

D O I：

暂无

中图分类号：

F274 [企业供销管理]; F273.2 [产品管理]; F224 [经济数学方法];

学科分类号：

1201 ; 1202 ; 120202 ; 0701 ; 070104 ;

摘要：

为了降低新产品开发的风险,企业越来越强调让顾客参与到新产品开发的过程中。以B2B市场为背景,基于企业的视角,以制度经济学中的依赖理论为基础,探讨组织市场中顾客参与新产品开发的动因,通过问卷调查法初步研究顾客依赖的影响因素及其对顾客参与新产品开发的影响。研究结果表明,在B2B市场中,环境的不确定性和交易专项投资对顾客依赖产生正向的影响,顾客依赖对顾客参与新产品开发具有正向影响,信任对顾客依赖与顾客参与新产品开发的关系有正向调节作用。最后,提出相关的营销建议。

引用

页码：65 / 74

页数：10

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