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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
第一作者Zhang, Huan-Yu
2018-02-01
会议名称2017 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2017
会议录名称IEEE International Conference on Industrial Engineering and Engineering Management
卷号2017-December
页码2231-2235
会议日期December 10, 2017 - December 13, 2017
会议地点Singapore, Singapore
会议举办国Singapore
出版者IEEE Computer Society
产权排序1
摘要

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.

关键词Communal Relationship Exchange Relationship Fmcg New Product Development Value Co-creation
学科领域Product Development
DOI10.1109/IEEM.2017.8290288
ISBN号2157-3611
收录类别EI
语种英语
EI主题词Motivation
引用统计
文献类型会议论文
条目标识符http://ir.psych.ac.cn/handle/311026/27741
专题中国科学院行为科学重点实验室
通讯作者Zhang, Huan-Yu
作者单位CAS Key Laboratory of Behavioral Science, Institute of Psychology, Department of Psychology, University of Chinese Academy of Sciences, Beijing; 100049, China
推荐引用方式
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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