众包模式下顾客参与、顾客互动和新产品价值

将众包模式下顾客参与划分为合作众包模式下顾客参与和竞争众包模式下顾客参与两个关键维度，确定顾客互动之人际互动、人机互动的重要维度构成，构建众包模式下顾客参与直接影响新产品价值，以及通过顾客互动的中介效应间接影响新产品价值的理论模型。实证检验结果表明：合作众包模式下顾客参与、竞争众包模式下顾客参与对新产品价值的积极影响都显著；人际互动在合作众包模式下顾客参与影响新产品价值的关系中起完全中介效应，但在竞争众包模式下顾客参与影响新产品价值的关系中无中介效应；人机互动在竞争众包模式下顾客参与影响新产品价值关系中的部分中介效应显著，但在合作众包模式下顾客参与影响新产品价值关系中的中介效应不显著。

Customer Participation under Crowdsourcing Mode,Customer Interaction and New Product Value

Dividing customer participation under crowdsourcing mode into two key dimensions of customer participation under collaborative crowdsourcing mode and customer participation under competitive crowdsourcing mode , deciding on two important dimensions of customer interaction———interpersonal interaction and man-machine interaction , this paper establishes a theoretical model of the direct impact of customer participation under crowdsourcing mode on new product value , and the cor-responding indirect impact by the mediating effect of customer interaction .Empirical test results shows that positive impacts of customer participation under collaborative crowdsourcing mode and customer participation under competitive crowdsourcing mode on new product value are all significant .Interpersonal interaction plays a full mediating effect on the impact of customer participation under collaborative crowdsourcing mode on new product value , but it has no mediating effect on the impact of cus-tomer participation under competitive crowdsourcing mode on new product value .Man-machine interaction has partial media-ting effect on the impact of customer participation under competitive crowdsourcing mode on new product value , but it has no mediating effect on the impact of customer participation under collaborative crowdsourcing mode on new product value .