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| The Impact of Customer Participation in Virtual Community on New Product Development Performance |
| Zhang Jie1,Cai Hong2 |
| （1.Faculty of Humanities and Foreign Languages, Xi′an University of Technology, Xi′an 710048, China；2.School of Management, Xi′an Jiaotong University, Xi′an 710049, China） |
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Abstract 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.
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Received: 28 June 2019
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