The effects of relationship norms on on-line new product development value co-creation engagement | |
Zhang, Huan-Yu; Liu, Tong; Chen, Yi-Wen | |
2018-02-01 | |
会议日期 | December 10, 2017 - December 13, 2017 |
会议地点 | Singapore, Singapore |
关键词 | Communal Relationship Exchange Relationship Fmcg New Product Development Value Co-creation |
卷号 | 2017-December |
DOI | 10.1109/IEEM.2017.8290288 |
页码 | 2231-2235 |
国家 | Singapore |
英文摘要 | In today's market, new product innovation is very important to the company, especially to the Fast Moving Consumer Goods (FMCG) company. This paper focuses on the motivations of individual's participation in the new product development(NPD) co-creation which is hold by FMCG company. At the same time, the concept of relationship norms (communal relationship, exchange relationship) is quoted in this paper to study what are the different motivations of the two relationship groups to participate in the co-creation activity. Data analysis show that, in exchange relationships, the high lever financial rewards can positively influence the willingness of participation significantly. But it's not significant to the communal relationship respondents. The moderating effect of relationship norms is significant. And the motivations of helping the enterprise and gaining hedonic benefits can enhance the willingness of participation significantly. It's very meaningful to the FMCG companies when they want to hold a NPD value co-creation activity on internet. They can have a test first to estimate the relationship norm between the brand and the consumers. Then make decision to give what kind of rewards to the consumers to encourage them. © 2017 IEEE. |
产权排序 | 1 |
会议录 | IEEE International Conference on Industrial Engineering and Engineering Management |
会议录出版者 | IEEE Computer Society |
学科主题 | Product Development |
语种 | 英语 |
ISBN号 | 2157-3611 |
内容类型 | 会议论文 |
源URL | [http://ir.psych.ac.cn/handle/311026/27741] |
专题 | 心理研究所_中国科学院行为科学重点实验室 |
通讯作者 | Zhang, Huan-Yu |
作者单位 | CAS Key Laboratory of Behavioral Science, Institute of Psychology, Department of Psychology, University of Chinese Academy of Sciences, Beijing; 100049, China |
推荐引用方式 GB/T 7714 | Zhang, Huan-Yu,Liu, Tong,Chen, Yi-Wen. The effects of relationship norms on on-line new product development value co-creation engagement[C]. 见:. Singapore, Singapore. December 10, 2017 - December 13, 2017. |
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