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| Influence of Customer Participation on New Product Performance in the Context of B2B |
| Guo Jing1,Chen Yongchang2,Guan Kaiying3 |
| 1.Research Center of Finance Innovation and Risk Management, Hebei Finance University, Baoding 071051, China; 2.College of Management, Hebei University, Baoding 071002, China;3.Guhai Securities Co., Ltd., Shenzhen 518040, China |
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Abstract How to use and develop customer resources is a critical issue that needs to be solved by enterprises in the practice of new product development. From the perspective of producer, this study analyses the internal mechanism between customer participation behavior and new product performance in B2B situation, and constructs a mediation model for which the knowledge integration mechanism is taken as a mediating variable between customer participation behavior and new product performance. SPSS18.0 and Amos18.0 are used to conduct reliability and validity analysis for the survey data from eastern coastal enterprises in China and test the hypotheses by conducting linear regression. The empirical research results reveal a mediating effect of knowledge integration mechanism between customer participation behaviors and new product performance.
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Received: 14 November 2016
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Corresponding Authors:
Guo Jing
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