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The effects of relationship norms on on-line new product development value co-creation engagement
Zhang, Huan-Yu; Liu, Tong; Chen, Yi-Wen
First AuthorZhang, Huan-Yu
2018-02-01
Conference Name2017 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2017
Source PublicationIEEE International Conference on Industrial Engineering and Engineering Management
Volume2017-December
Pages2231-2235
Conference DateDecember 10, 2017 - December 13, 2017
Conference PlaceSingapore, Singapore
CountrySingapore
PublisherIEEE Computer Society
Contribution Rank1
Abstract

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.

KeywordCommunal Relationship Exchange Relationship Fmcg New Product Development Value Co-creation
Subject AreaProduct Development
DOI10.1109/IEEM.2017.8290288
ISBN2157-3611
Indexed ByEI
Language英语
EI KeywordsMotivation
Citation statistics
Document Type会议论文
Identifierhttp://ir.psych.ac.cn/handle/311026/27741
Collection中国科学院行为科学重点实验室
Corresponding AuthorZhang, Huan-Yu
AffiliationCAS Key Laboratory of Behavioral Science, Institute of Psychology, Department of Psychology, University of Chinese Academy of Sciences, Beijing; 100049, China
Recommended Citation
GB/T 7714
Zhang, Huan-Yu,Liu, Tong,Chen, Yi-Wen. The effects of relationship norms on on-line new product development value co-creation engagement[C]:IEEE Computer Society,2018:2231-2235.
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