顾客参与对新产品绩效的影响研究-工商管理专业论文.docxVIP

广东工业大学硕士学位论文ABSTRACT 广东工业大学硕士学位论文 ABSTRACT In the face of increasingly highlighted customers personalized demand，enterprises have realized that only innovation can maintain vigor．However，the enterprise product innovation is not SO smooth；nearly 50％of the new products that enter the market every year come to the end of the failure．Some scholars found their own innovation alone is not enough， enterprises also need to be involved from the outside，especially in customer participation， Customer demand information and opinions on products or services are the necessary conditions for the success of product or service innovation．Customer participation in new product or service innovation has received extensive attention from the academic community． In this study，from the perspective of social psychology,psychological ownership is introduced into the study of customer participation behavior，in order to explore the influence of customer participation behavior on new product performance． This study reviewed and sorted out the relevant variables，we set the performance of new products(including innovation performance，development performance and market performance)as the dependent variable，the customer participation as the independent variable，customer psychological ownership and collective psychological ownership as intermediary variables，then we construct the relationship model between customer particiFIation and new product performance．Through field survey and network survey to obtmn 465 valid questionnaires，the data were analyzed using SPSSl7．0 and Lisrel8．7 sot]=『ware to verify the model and hypotheses．The results show that：customer participation has a significant positive impact on innovation performance，performance and market performance of new product development；Customer psychological ownership has an intermediary role in the relationship between customer participation and innovation performance，development performance and market performance of new product development；Co