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| The Impact of In-depth Excavation of Context on the Demand Side of Manufacturing Enterprises on Service Innovation Performance |
| Zhao Huijuan,Liu Lu,Yang Jiaoping,Fan Mingxia |
| (School of Economics and Management, Qingdao University of Science and Technology, Qingdao 266061, China) |
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Abstract In the era of the digital economy, "context" has become a new channel for manufacturing enterprises to interact with users. More and more manufacturing enterprises try to improve service innovation performance by carrying out in-depth excavation of context and context iteration on the demand side. However, there are still some deficiencies in practice and theory on how in-depth excavation of context affects service innovation performance. As a context-driven service innovation activity, the realization of in-depth excavation of context focuses on the use of digital technology and other means to transmit demand data to the supply side, promote the occurrence of value co-creation behavior, and quickly transform user needs into products or services. In view of this, following on the value co-creation and big data cooperative asset theory of the service innovation ecosystem, this paper integrates the demand side and supply side, takes the value co-creation behavior of the service innovation ecosystem as the mediating variable, and uses digital ability as the moderating variable to construct the model to explain the impact of in-depth excavation of context on the service innovation performance of manufacturing enterprises on the demand side. It analyzes the role of manufacturing enterprises' demand-side in-depth excavation of context on their service innovation performance, the mediating role of the value co-creation behavior of service innovation ecology in the relationship between in-depth excavation of context and service innovation performance, and explores how digital ability moderates the relationship between manufacturing enterprises' in-depth excavation of context and service innovation ecological value co-creation behavior.#br#The data is collected by means of a questionnaire survey, and a measurement scale for in-depth excavation of context is made on the basis of existing research. The survey samples involve manufacturing enterprises in different fields, which ensures the external validity of the research structure to a certain extent. On this basis, the hypothesis test is carried out by hierarchical regression, the Bootstrap method and Process V3.3, and the structural equation model is used to verify the relationship between variables. The results of the two verifications are basically the same, which proves the robustness of the model.#br#The empirical results show that in-depth excavation of context has a direct effect on the service innovation performance of manufacturing enterprises, and it plays a positive role; value co-creation behavior can be used as a mediating variable to explain the relationship between in-depth excavation of context and service innovation performance of manufacturing enterprises; digitization ability positively moderates the relationship between in-depth excavation of context and value co-creation behavior; further analysis confirms that digital capabilities positively moderate the mediating role of value co-creation between in-depth excavation of context and service innovation performance. It can be seen that manufacturing enterprises carry out in-depth excavation of context on the demand side, and this promotes their value co-creation behavior with users and other stakeholders, and improves their service innovation performance. Digital ability is an important guarantee for manufacturing enterprises to coordinate different subjects of service innovation ecology and integrate different resources to create value, and it plays an important role in promoting the process of in-depth excavation of context to promote value co-creation behavior.#br#This paper further clarifies the meaning of in-depth excavation of context and develops a measurement scale for subsequent reference. Compared with the existing research, this paper extends the research of the context to the manufacturing industry, integrates the demand side and the supply side, reveals the improvement mechanism of the service innovation performance of the manufacturing enterprise from the in-depth excavation of context, enriches the relevant research of the context, applies the big data cooperative asset theory to the research of the context business model, and discusses the promotion effect of digital ability on the value co-creation behavior of the in-depth excavation of context on the service innovation ecosystem. At the same time, it has certain guiding significance for manufacturing enterprises to promote the value co-creation behavior of service innovation ecology by conducting in-depth excavation of context and improving digital capability so as to realize the improvement of service innovation performance. The related research on context is in its infancy at present, and this paper is only concerned with the depth and breadth of value co-creation brought by in-depth excavation of context; the cost of service innovation driven by in-depth excavation of context and the relationship between the degree of excavation and its improved service innovation performance are not touched, which presents opportunities for future research.#br#
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Received: 26 August 2022
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