IT-enabled product innovation: customer motivation for participating in virtual idea communities
IT-enabled product innovation: customer motivation for participating in virtual idea communities
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DOI：
10.2139/ssrn.2654350
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发表时间：
2015-05
影响因子：
--
通讯作者：
U. Bretschneider;J. Leimeister;L. Mathiassen
中科院分区：
文献类型：
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作者：
U. Bretschneider;J. Leimeister;L. Mathiassen
虚拟创意社区(VIC)，如戴尔的IdeaStorm，在实践中非常受欢迎。在VICS中，公司的客户可以提交支持产品创新的想法。这种以客户为基础的思维方式并不新鲜。自20世纪80年代以来，客户被聚集在领先用户研讨会或焦点小组中，以支持产品创新。然而，VICS代表了一种以IT为中介的客户思维的新形式。虽然现有的研究已经提供了对客户参与传统思维的动机的洞察，但我们对推动客户参与这种新形式的IT启用思维的动机知之甚少。根据对客户参与动机的调查，我们发现了直接源于VIC的IT能力的动机的证据--支持客户想法的可视化、对想法提供反馈以及支持客户的社交互动。因此，受害者被认为是一种展示个人能力、获得认可和促进社会互动的方式。
Virtual idea communities (VICs) such as Dell's 'Ideastorm' are very popular in practice. In VICs, customers of firms can submit ideas to support product innovation. This customer-based ideation is not new. Customers have been brought together in lead-user-workshops or focus-groups since the 1980s to support product innovation. However, VICs represents a new form of IT-mediated ideation with customers. While extant research has provided insights into customers' motives for participating in traditional ideation, we know little about the motivations that drive customer participation in this new form of IT-enabled ideation. Based on a survey of customer motivations for participation, we found evidence for motives that arise directly due to the VIC's IT-ability to support visualisation of customer ideas, to give feedback on ideas, and to support customers' social interactions. As a result, VICs are perceived as a way to demonstrate personal capabilities, for getting recognition, and for facilitating social interaction.