Continuous Use of Customer Participation for a Firm’s New Product Development
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Previous researchers have assumed that customer participation in a particular NPD(New Product Development) project contributes to a firm’s perceived knowledge and relational benefits, which thus naturally leads firms to desire to continuously use customer participation in their future NPD projects. Challenging this positive linear view, this study examines the nonlinear mediating relationships in which involving customers in NPD does not always increase a firm’s perceived knowledge and relational benefits and ultimately the firm’s intention to continue to use customer participation. Using survey data from 267 NPD managers who co-developed new products with customers, this study confirms two nonlinear indirect effects through knowledge and relational benefits. Customer participation at low or medium levels did not generate a firm’s perceived knowledge benefit; only customer participation at a high level increased its knowledge benefit and ultimately its intention to continue to use customer participation. In contrast, customer participation at low and medium levels facilitated a firm’s perceived relational benefit and its intention to continuously use customer participation, whereas the positive mediating effect disappeared at high levels of customer participation.
Abstract
Previous researchers have assumed that customer participation in a particular NPD(New Product Development) project contributes to a firm’s perceived knowledge and relational benefits, which thus naturally leads firms to desire to continuously use customer participation in their future NPD projects. Challenging this positive linear view, this study examines the nonlinear mediating relationships in which involving customers in NPD does not always increase a firm’s perceived knowledge and relational benefits and ultimately the firm’s intention to continue to use customer participation. Using survey data from 267 NPD managers who co-developed new products with customers, this study confirms two nonlinear indirect effects through knowledge and relational benefits. Customer participation at low or medium levels did not generate a firm’s perceived knowledge benefit; only customer participation at a high level increased its knowledge benefit and ultimately its intention to continue to use customer participation. In contrast, customer participation at low and medium levels facilitated a firm’s perceived relational benefit and its intention to continuously use customer participation, whereas the positive mediating effect disappeared at high levels of customer participation.
참고문헌 (39)
- Aiken, Leona S., "Multiple Regression: Testing and Interpreting Interaction" (1991), Sage
- "Idea LG, shut down after one-year of operation" (2015)[URL]
- Anderson, James C., "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
- Athaide, Gerard A., "Understanding New Product Co-development Relationships in Technology-Based, Industrial Markets", Journal of Marketing Theory and Practice, 11(3), pp.46~58 (2003)
- Athaide, Gerard A., "The Determinants of Seller-Buyer Interactions during New Product Development in Technology-Based Industrial Markets", Journal of Product Innovation Management, 28(S1), pp.146~158 (2011)
- Bergkvist, Lars, "The Predictive Validity of Multiple-Item Versus Single-Item Measures of the Same Constructs", Journal of Marketing Research, 44(2), pp.175~184 (2007)
- Carbonell, Pilar, "Customer Involvement in New Service Development : An Examination of Antecedents and Outcomes", Journal of Product Innovation Management, 26(5), pp.536~550 (2009)
- Chan, Kimmy Wa, "Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services across Cultures", Journal of Marketing, 74(3), pp.48~64 (2010)
- Chang, Woojung, "The Effect of Customer Participation in New Product Development on New Product Market Performance : The Moderating Effects of Product Individuality and Price Positioning", Journal of Marketing Management Research, 22(2), pp.25~47 (2017)
- Chang, Woojung, "The Joint Effects of Customer Participation in Various New Product Development Stages", European Management Journal, 37(3), pp.259~268 (2019)
- Chang, Woojung, "The Effectiveness of Customer Participation in New Product Development : A Meta-Analysis", Journal of Marketing, 80(1), pp.47~64 (2016)
- Chen, Jiawen, "Customer Participation, and Green Product Innovation in SMEs : The Mediating Role of Opportunity Recognition and Exploitation", Journal of Business Research, 119, pp.151~162 (2020)
- Chowdhury, Ilma Nur, "Every Cloud Has a Silver Lining – Exploring the Dark Side of Value Co-creation in B2B Service Networks", Industrial Marketing Management, 55, pp.97~109 (2016)
- Christophersen, Timo, "Reliability, Validity, and Sensitivity of a Single-Item Measure of Online Store Usability", International Journal of Human-Computer Studies, 69(4), pp.269~280 (2011)
- De Luca, Luigi M., "Market Knowledge Dimensions and Cross-Functional Collaboration : Examining the Different Routes to Product Innovation Performance", Journal of Marketing, 71(1), pp.95~112 (2007)
- Fang, Eric, "Customer Participation and the Trade-Off between New Product Innovativeness and Speed to Market", Journal of Marketing, 72(4), pp.90~104 (2008)
- Fang, Eric, "Influence of Customer Participation on Creating and Sharing of New Product Value", Journal of the Academy of Marketing Science, 36(3), pp.322~336 (2008)
- Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Gruner, Kjell E., "Does Customer Interaction Enhance New Product Success?", Journal of Business Research, 49(1), pp.1~14 (2000)
- Hayes, Andrew F., "Quantifying and Testing Indirect Effects in Simple Mediation Models When the Constituent Paths are Nonlinear", Multivariate Behavioral Research, 45(4), pp.627~660 (2010)
- Heirati, Nima, "Differential Importance of Social and Economic Determinants of Relationship Performance in Professional Services", Industrial Marketing Management, 76(1), pp.23~35 (2019)
- Hoyer, Wayne D., "Consumer Cocreation in New Product Development", Journal of Service Research, 13(3), pp.283~296 (2010)
- Hsu, Ya-Hui, "Intellectual Capital and New Product Development Performance : The Mediating Role of Organizational Learning Capability", Technological Forecasting and Social Change, 76(5), pp.664~677 (2009)
- Im, Subin, "Market Orientation, Creativity, and New Product Performance in High-Technology Firms", Journal of Marketing, 68(2), pp.114~132 (2004)
- Joshi, Ashwin W., "Customer Knowledge Development : Antecedents and Impact on New Product Performance", Journal of Marketing, 68(4), pp.47~59 (2004)
- Mahr, Dominik, "The Value of Customer Cocreated Knowledge during the Innovation Process", Journal of Product Innovation Management, 31(3), pp.599~615 (2014)
- Morgan, Todd, "Influence of Market Orientation on Performance : The Moderating Roles of Customer Participation Breadth and Depth in New Product Development", Industry and Innovation, 26(9), pp.1103~1120 (2019)
- Morgan, Todd, "New Service Development by Manufacturing Firms : Effects of Customer Participation under Environmental Contingencies", Journal of Business Research, 104(11), pp.497~505 (2019)
- Nijssen, Edwin J., "Strategic Value Assessment and Explorative Learning Opportunities with Customers", Journal of the Product Innovation Management, 29(S1), pp.91~102 (2012)
- Nunnally, Jum C., "Psychometric Theory" (1994), McGraw-Hill
- "Hyundai Motors Launches Customer Fit for Special Edition ‘i30 N Line/Veloster’ Created by Customers" (2019)[URL]
- Poetz, Marion K., "The Value of Crowdsourcing: Can Users Really Compete with Professionals in Generating New Product Ideas?", Journal of Product Innovation Management, 29(2), pp.245~256 (2012)
- Roberts, Deborah L., "Mapping the Impact of Social Media for Innovation: The Role of Social Media in Explaining Innovation Performance in the PDMA Comparative Performance Assessment Study", Journal of Product Innovation Management, 33(S1), pp.117~135 (2016)
- Sheehan, Daniel, "In-Store Spending Dynamics : How Budgets Invert Relative-Spending Patterns", Journal of Consumer Research, 45(1), pp.49~67 (2018)
- Tang, Yihui, "When Less Is More : The Downside of Customer Knowledge Sharing in New Product Development Teams", Journal of the Academy of Marketing Science, 48, pp.288~307 (2020)
- Wang, Liwen, "Does Customer Participation Hurt New Product Development Performance? Customer Role, Product Newness, and Conflict", Journal of Business Research, 109, pp.246~259 (2020)
- Yim, Chi Kin, "Do Customers and Employees Enjoy Service Participation? Synergistic Effects of Self-and Other-Efficacy", Journal of Marketing, 76(6), pp.121~140 (2012)
- Yin, Dezhi, "Keep Your Cool or Let It Out : Nonlinear Effects of Expressed Arousal on Perceptions of Consumer Reviews", Journal of Marketing Research, 54(3), pp.447~463 (2017)
- Zaefarian, Ghasem, "Resource Acquisition Strategies in Business Relationships", Industrial Marketing Management, 40(6), pp.862~874 (2011)