Is Customer Knowledge Involvement Beneficial for Innovation? The Role of Social Media Capability and Market Orientation

• Main Authors: Yi-Syuan Wang, 汪宜萱
• Other Authors: 唐資文
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/xm869e

碩士 === 國立中興大學 === 企業管理學系所 === 107 === Social media has become an important platform for people to communicate and cooperate in life. Social media is inseparable from our daily lives. In addition to personal usage, more and more companies apply social media to acquire the information and knowledge provided by customers. Through the customer knowledge involvement via the social media, firms can acquire information and ideas shared by customers and knowing the potential needs of customers. Therefore, customer knowledge involvement could constitute the nutrients for the company to innovate in the age of open innovation. As the increasing of customer knowledge involvement in the social media contexts, this study aims to understand the factors to facilitate customer knowledge involvement, and the influence of customer knowledge involvement. The main purpose of this study is to explore market orientation (responsive market orientation/proactive market orientation), social media capabilities (external social media capabilities/internal social media capabilities), customer knowledge engagement (customer involvement as information source, customer involvement as co-developers, customer involvement as innovators) and the relationships among firm’s innovation (incremental innovation/radical innovation). Our data is collected from the the winner of the "2017 and 2018 D&B TOP 1000 Elite SME Award" that selected by Dun & Bradstreet, Inc. A total of 1936 questionnaires were sent out and 193 valid questionnaires were collected. The effective questionnaire response rate was 9.9%. The empirical results of this study show that customer knowledge involvement has a positive impact on innovation. Both the market orientation and social media capabilities have positive impact on customer knowledge involvement and innovation. Further analysis found that among the three types of customer knowledge involvement, customer involvement as innovators has the greatest impact on innovation. Responsive market orientation has greater impact on incremental innovation, while proactive market orientation has greater impact on customer knowledge involvement and radical innovation. In terms of social media capabilities, internal social media capabilities have a significant impact on innovation and customer involvement as co-developers and customer involvement as innovators.