Nan Wang, Tian Lv, Liya Wang, Aifang Guo and Zhenzhong Ma
Online brand communities (OBCs) are important platforms to obtain consumers' ideas. The purpose of this study is to examine how peer influence and consumer contribution behavior…
Abstract
Purpose
Online brand communities (OBCs) are important platforms to obtain consumers' ideas. The purpose of this study is to examine how peer influence and consumer contribution behavior simulate innovative behaviors in OBCs to increase idea quality.
Design/methodology/approach
Using a firm-hosted popular online brand community – Xiaomi Community (MIUI), the authors collected a set of data from 6567 consumers and then used structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to empirically test the impact of peer influence and consumer contribution behaviors on idea quality in OBCs.
Findings
The results of this study show that both peer influence breadth and depth have a positive effect on idea adoption and peer recognition, wherein proactive contribution behavior positively mediates these relationships, and responsive contribution behavior negatively mediates the impact of peer influence breadth and peer influence depth on peer recognition. A more detailed analysis using the fsQCA method further identifies four types of antecedent configurations for better idea quality.
Originality/value
Based on the attention-based view and the theory of learning by feedback, this study explores the factors that affect idea quality in the context of social networks and extends the research of peer influence in the digital age. The paper helps improve our understanding of how to promote customer idea quality in OBCs.
Details
Keywords
Jin Chen, Aifang Guo and Yan Mo
The purpose of this paper is to analyse the operation pattern of the virtual university‐industry‐government (GUI) platform from the perspective of knowledge.
Abstract
Purpose
The purpose of this paper is to analyse the operation pattern of the virtual university‐industry‐government (GUI) platform from the perspective of knowledge.
Design/methodology/approach
Following a theoretical framework, the case of the China Zhejiang Online Technology Market (ZJOTM) is analyzed, which has been viewed as a model of the national virtual GUI platform. The operation pattern and effect of ZJOTM are discussed. The material and data are collected mainly from ZJOTM web site.
Findings
According to the types of knowledge interaction between university and industry, this paper recognizes the context needed for knowledge interaction between industry and university as “virtual ba”, “physical ba” and “practice ba”. The virtual GUI platform just provides a virtual ba for knowledge interaction between industry and university. However, only “virtual ba” is not sufficient, “physical ba” and “practice ba” are also needed. Therefore, the operation of virtual GUI should utilize the complementary action of physical ba and practice ba. Moreover, it is better to deploy the ba flexibly according to the knowledge and sector characteristic.
Originality/value
The paper specifies the innovation knowledge rich in industry and university and the knowledge interaction context needed, that provides a favourable framework to study the operation pattern of the virtual GUI platform. The findings also have important implications for government policy makers, university and industry practice for designing and implementing knowledge‐base innovation strategies.