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作为顾客参与创新的重要形式,群体性顾客参与创新逐渐成为企业开放式创新的重要形式。文章通过社会认知理论的视角探讨了群体性顾客参与创新中顾客对产品创新性感知的影响。通过三组实验发现,群体性顾客参与创新会显著促进顾客对产品创新性的感知,这种创新性感知受到顾客对参与创新群体身份认同的中介作用。同时,企业对参与创新群体的奖励形式以及企业对创新过程的授权程度会调节顾客与群体中其他顾客身份认同感之间的关系,进而影响顾客对群体参与创新成果感知创新性的评价。
As an important form of customer participation in innovation, mass customer participation in innovation has gradually become an important form of open innovation in enterprises. Through the perspective of social cognition theory, the article explores the influence of customers on product innovation perception in mass customer participation in innovation. Through three groups of experiments, it is found that mass customer participation in innovation can significantly promote customers ’perception of product innovation. This innovative perception is mediated by customers’ participation in identity innovation of innovation groups. At the same time, the form of reward for enterprises to participate in innovation groups and the authorization of enterprises to the innovation process will adjust the relationship between customers and other customers in the group, thus affecting the innovative evaluation of customers’ perception of group participation in innovation.