客户网上参与产品开发的“动机-行为”模型研究

中国管理科学

客户网上参与产品开发的“动机-行为”模型研究

何建民^1,2, 常传武¹, 刘业政^1,2

1. 合肥工业大学管理学院, 安徽合肥 230009;
2. 过程优化与智能决策教育部重点实验室, 安徽合肥 230009

收稿日期:2009-12-03 修回日期:2011-07-09 出版日期:2011-10-30 发布日期:2011-10-30
作者简介:何建民(1961- ),男(汉族),安徽桐城人,合肥工业大学副教授,研究方向:管理科学与工程
基金资助:
国家自然科学基金资助项目(71071047);教育部人文社会科学研究基金资助项目(10YJA630055)

Motivation-Behavior Model of Customers’ Participation in Product Development on Internet

HE Jian-min^1,2, CHANG Chuan-wu¹, LIU Ye-zheng^1,2

1. School of Management, Hefei University of Technology, Hefei 230009, China;
2. Key Laboratory of Process Optimization and Intelligent Decision-making, Ministry of Education, Hefei 230009, China

Received:2009-12-03 Revised:2011-07-09 Online:2011-10-30 Published:2011-10-30

摘要/Abstract

摘要： 企业通过聆听客户声音,主动地将客户的显性知识或隐形知识融合到产品开发过程中,以提高产品上市的成功率。本文以需求层次理论、沉浸理论、技术接受模型和信任理论为基础,通过构建因特网上客户参与产品开发的"动机-行为"模型,实证研究该模型。得出结论:影响客户网上参与产品开发的内部动机和外部动机的因素是不相同的,且两者对客户的网上参与行为具有不同的影响。该研究结论对企业主动地聆听客户声音,以引导其参与需求的诱发,共同开发产品具有重要理论意义和实用价值。

关键词: 客户声音, 虚拟客户社区, 内部动机, 外部动机, 网上产品开发

Abstract: Companies can incorporate customers' explicit and tacit knowledge into product development process by listening to voice of customers actively,which can raise the success rate of launching new products.We first construct an integrated model "Motivation-Behavior" model based on hierarchy of needs theory,flow theory,trust theory and technology acceptance model,then we evaluate our model using survey data.The empirical results show that intrinsic motivation and extrinsic motivation originate from different factors and they have different influences on customer participation.The research results can be of theoretical and practical significance when companies listen to voice of customers actively to support collaborative product development with customers.

Key words: voice of customers, VCC, intrinsic motivation, extrinsic motivation, product development on the Internet

中图分类号:

C931

何建民, 常传武, 刘业政. 客户网上参与产品开发的“动机-行为”模型研究[J]. 中国管理科学.

HE Jian-min, CHANG Chuan-wu, LIU Ye-zheng. Motivation-Behavior Model of Customers’ Participation in Product Development on Internet[J]. Chinese Journal of Management Science.