Research on the Motives and Models of Online Community Users' Participation in Enterprise New Product Development

Abstract

With the advent of the "Internet +" era, companies gradually realized that users are increasingly participating in corporate activities through online communities. This user-centric innovation model has posed a huge challenge to the traditional enterprise-centric model. Therefore, it is very important to study the motivation of online community users to participate in product innovation. Based on the analysis of the existing research results, this paper divides the influencing factors of users' participation in new product development into three dimensions based on social capital theory, proposes assumptions, and introduces knowledge contribution as an intermediary variable to establish a model. At the same time, grab the user data of the MIUI section of the Xiaomi community for empirical research and verify the proposed hypothesis. Finally, combined with the results of case analysis, strategies and suggestions on how to better motivate customers to participate in the development of new products in enterprises are proposed.