社交媒体背景下顾客参与对中小企业创新绩效的影响——一个双调节模型

基于社交媒体视角，将顾客参与划分为信息提供、人际互动、用户创新3个维度，分别研究其对中小企业创新绩效的影响，以及企业社交媒体导向和社交媒体能力的调节作用。通过对208家中小企业实证研究发现，信息提供、人际互动、用户创新对中小企业创新绩效均存在显著正向影响；社交媒体导向在信息提供、用户创新与创新绩效的关系中存在正向调节作用，在人际互动与创新绩效的关系中存在倒“U”形调节作用；社交媒体能力在信息提供、人际互动、用户创新与创新绩效的关系中均存在正向调节作用。

The Impact of CustomerParticipation on SMEs' Innovation Performance in the Context of Social Media

Based on the perspective of social media,customer participation is divided into three dimensions: information provision,interpersonal interaction and user innovation,to study the influence of different dimensions on the innovation performance of SMEs,as well as the regulating role of enterprises' social media orientation and social media capability.Through an empirical study of 208 SMEs,it is found that information provision,interpersonal interaction and user innovation have significant positive effects on SMEs' innovation performance.Social media orientation has a positive moderating effect on the relationship between information provision,user innovation and innovation performance,and an inverted U-shaped regulating effect on the relationship between interpersonal interaction and innovation performance.Social media capability has a positive moderating effect on the relationship between information provision,interpersonal interaction,user innovation and innovation performance.