B2B情境下顾客参与对新产品绩效的影响

如何利用和开发顾客资源是目前企业新产品研发实践中亟待解决的问题。基于生产商视角，以B2B市场为背景，探讨顾客参与行为对新产品绩效转化的内在影响机制，通过构建一个中介模型，提出知识整合机制在顾客参与行为与新产品绩效间起中介作用的假设。使用SPSS18.0和Amos18.0对中国东部沿海企业调查数据及问卷进行信度和效度分析，并运用线性回归统计方法对上述假设进行检验发现，知识整合机制在顾客参与行为与新产品绩效之间起中介作用。

Influence of Customer Participation on New Product Performance in the Context of B2B

How to use and develop customer resources is a critical issue that needs to be solved by enterprises in the practice of new product development. From the perspective of producer, this study analyses the internal mechanism between customer participation behavior and new product performance in B2B situation, and constructs a mediation model for which the knowledge integration mechanism is taken as a mediating variable between customer participation behavior and new product performance. SPSS18.0 and Amos18.0 are used to conduct reliability and validity analysis for the survey data from eastern coastal enterprises in China and test the hypotheses by conducting linear regression. The empirical research results reveal a mediating effect of knowledge integration mechanism between customer participation behaviors and new product performance.