中国科学院行为科学重点实验室知识库

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.