Online Channel Usage and Product Innovation? The Moderating Effects of Inter-Organization Interactions

Abstract

With the development of internet, the use of online channels has become a hot issue in manufacturing industry. However, there are hardly any researches have studied the relationship between the innovation of manufacturing enterprises and their use of online channels. This study conducts a hierarchical regression on the basis of 116 answer sheets answered by different employees working in different manufacturing enterprises as research objects, and analysis. The results suggest that the online channel usage of a manufacturing enterprise will have a positive effect on its practice of incremental innovation and the interaction between the company of its customers will be a partial mediator. The results also indicate that the online channel usage of a manufacturing enterprise will have a positive effect on its practice of radical innovation and the interaction between the company of its customers will be a partial mediator