Determinants of innovative behavioral intention: Moderating role of real name policy in online community
- PDF / 446,626 Bytes
- 32 Pages / 595 x 791 pts Page_size
- 4 Downloads / 176 Views
Determinants of Innovative Behavioral Intention: Moderating Role of Real Name Policy in Online Community
Shasha Li
Received: 20 May 2014 / Accepted: 10 December 2014 / Published: 31 December 2014 © The Society of Service Science and Springer 2014
ABSTRACT Online innovation community can be defined as a digital space where like-minded people have active and ongoing communication. The members share innovative ideas with one another, even build and maintain online or offline personal social ties, but have to comply with the community norms. A few years ago, real name policy was implemented in one country, while it was abolished in another country. The online community environment has changed. This study attempts to find out whether the interpersonal trust, community norms, belongingness, liberalism and ownership have a positive effect on innovative behavior intention. But, for unidentified users, the factors of interpersonal trust and liberalism do not affect the intention of innovative behaviors. In addition, identified users who are more liberal are more willing to participate in the internet-based innovation.
KEYWORDS User Innovation, Online Communities, Real Name Policy, Anonymity, Innovative Behavior.
Shasha Li(*) Department of Digital Management, Korea University e-mail: [email protected]
226 Shasha Li
1. INTRODUCTION Since Schumpeter first proposed the concept of innovation in 20th century, innovation has become a necessary condition for the competitiveness of a company. Innovation is the cornerstone to help companies stay competitive through differentiation and the motive power to survive and endure in the fierce competition. Besides, innovation can bring higher marginal revenue. Not all innovation made by companies can satisfy consumers. If the innovation is based on their own thoughts not on users,’ there is always an inevitable gap between users’ real needs and companies’ innovation. It’s hard for companies to understand customers’ real needs. Thus, users began to innovate for themselves. Users innovate in a variety of fields, such as pipe hangers, skateboarding, windsurfing, gas chromatography and so on (von Hippel 2007; Füller et al. 2007; Herstatt & von Hippel 1992; Shah 2000, von Hippel 1988). Based on prior research, it seems that users rarely innovate in isolation, but rather cooperate with likeminded people (Franke & Shah 2003). Online communities, especially innovation communities, which gather like-minded people together, become an important place for innovative activities (Antorini 2007; Füller et al. 2007; Nambisan 2002). However, netizens tend to be free-minded. Their behaviors are not obedient to traditional norms. The real-name policy, which absolutely affected online behaviors, was implemented in one country to regulate their behaviors, while that policy was abolished in another country. Current research on online innovation community is at its budding stage. Most prior research focused on the innovation from the organizational perspective, but paid little attention to the innovati
Data Loading...
