虚拟社区中顾客参与对新产品开发绩效的影响——虚拟社会资本的调节作用

基于顾客参与、社会资本等理论，结合虚拟社区特性，研究虚拟社区中社会资本的3个维度对顾客参与和新产品开发绩效的调节作用。结果表明，虚拟社会资本中的结构资本正向调节交互式信息提供和新颖性之间的关系，认知资本负向调节在线参与创造和新颖性之间的关系，关系资本正向调节在线参与创造和上市速度之间的关系，其它则不具备显著调节作用。从理论上丰富了顾客参与对新产品开发绩效的影响机制研究，实践上可为企业通过虚拟社区实现交互式产品创新提供指导。

The Impact of Customer Participation in Virtual Community on New Product Development Performance

Based on the theory of customer participation and virtual social capital, combined with the characteristics of virtual communities, from three different dimensions, the moderating effects of virtual social capital between customer participation in virtual communities and performance of new product development were studied.The research results show that structural capital positively moderates the relationship between interactive information providing and novelty of new products, the cognitive capital negatively moderates the relationship between online participation in the creation and novelty of new products, and the relational capital positively moderates the relationship between online participation in the creation and launch speed of new products.The other has no significant moderating effects.This research can not only enrich the theory of customer participation and its effects on the performance of new product development, but also can provide guidance for Chinese enterprises to implement interactive products innovation under the virtual community environment.