互动导向、创新意愿与创新能力

互动导向是一种新的战略导向,它反映了一家企业同它的个体顾客进行互动,并通过持续的互动从顾客那里获取信息,从而建立有利可图的顾客关系的能力。互动导向不仅能够提高企业绩效,而且能够促进企业创新。然而对互动导向和企业创新之间的关系却鲜有研究。分析二者之间的关系能够丰富互动导向理论。研究结果表明：互动导向能够提高企业的创新意愿和创新能力,从而促进企业创新。面对复杂、多变的经营环境,企业应该采取互动导向,积极提高自身的创新意愿与创新能力。

Interaction Orientation,Innovation Intention and Innovation Capacity

Interaction orientation is a new strategic orientation,which reflects a firm’s ability to interact with its individual customers and to take advantage of information obtained from them through successive interactions to achieve profitable customer relationships.Interaction orientation can not only improve business performance,but also promote business innovation.However,there is few researches on the relationship between interaction orientation and business innovation.It can enrich the interaction orientation theory for analyzing the relationship between them.The findings suggest that interaction orientation can increase the innovation intention and innovation capacity of the business,so it can promote the business innovation.Business should adopt the interaction orientation to increase their innovation intention and innovation capacity in order to face the complex and changeable environment.