853. The impact of users’ participation patterns on NPD ideas’ attention allocation in online innovation communities
Invited abstract in session WA-47: Consumer Demand and Marketing II, stream Retail Operations.
Wednesday, 8:30-10:00Room: Parkinson B08
Authors (first author is the speaker)
| 1. | Teng yixiong
|
| Tianjin Universuty |
Abstract
When users write up and post their new product development (NPD) ideas online, they exhibit different linguistic styles that reflect their varying participation patterns, including "Opinion leader","Self-presentation", "Enjoyment" and "Altruism". This study examines the role of users' participation patterns in shaping the NPD ideas' attention allocation of company employees in the context of online innovation communities. we develop a theoretical model positing that online users' participation patterns influence the NPD ideas' attention allocation by company employees and that the effect of users' participation patterns on NPD ideas' attention allocation is contingent on various online community characteristics, including the breadth and depth of online communities. Analyzing more than 200,000 NPD ideas collected from Xiaomi's online innovation community, we find that "Opinion leader" and "Self-presentation" have a positive effect on NPD ideas' attention allocation, while "Enjoyment" and "Altruism" have a negative effect. We also find that the positive effect of "Opinion leader" and "Self-presentation" on NPD ideas' attention allocation is weakened when the breadth of the online community is high and strengthened when the depth of the online community is high. Additionally, we discuss how users can attract the attention of employees so that the employees will focus on their NPD ideas, and we offer suggestions to managers to realize the potential of their online comunities.
Keywords
- Marketing
- Analytics and Data Science
- Strategic Planning and Management
Status: accepted
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