在社交媒体环境下,顾客参与能促进供应商绿色创新吗?绿色动态能力的中介作用与社交媒体使用的调节作用

IF 2 4区 管理学 Q3 BUSINESS
Jianxin Sun, Baolong Ma, Li Zhao
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引用次数: 0

摘要

【摘要】目的现有文献强调了引导顾客参与创新作为供应商企业获取创新资源、提升创新绩效的重要意义。然而,在企业绿色创新的背景下,仍有必要研究不同形式的顾客参与对供应商绿色创新的影响。此外,随着互联网技术的出现,许多B2B企业正在利用社交媒体与客户互动,促进企业创新。然而,社交媒体的使用在客户参与与供应商绿色创新之间的关系中所起的作用尚未得到充分的回答。因此,本研究旨在探讨社会化媒体环境下顾客参与对供应商企业绿色创新的影响机制,并检验社会化媒体使用的调节作用。为达到研究目的,本研究共向中国5个省份的制造业企业发放500份调查问卷,回收有效问卷338份。数据分析采用PLS-SEM建模。发现在三种客户参与形式中,交互式信息提供和在线参与创造对企业绿色创新具有正向影响。与交互式信息提供相比,在线参与创新对绿色创新的影响更强,而用户自主创新对绿色创新的影响不显著。此外,在中介效应方面,绿色动态能力在顾客互动信息提供与绿色创新、在线参与创造与绿色创新的关系中具有部分中介作用。在调节效应方面,企业社交媒体使用对互动信息提供与绿色动态能力、在线参与创造与绿色动态能力的关系具有正向调节作用。这项研究作出了一些重要的贡献。首先,将客户在社交媒体环境中的参与分为交互式信息提供、在线参与创造和用户自主创新三个维度。进一步研究了顾客参与对绿色创新的影响机制,丰富了顾客参与创新的相关文献。其次,本文实证检验了绿色动态能力在顾客参与与绿色创新关系中的中介作用,这一研究在以往的研究中很少受到关注。第三,首次研究了社会化媒体使用对顾客参与绿色创新影响机制的调节作用。一方面促进了social media在客户参与创新领域的应用,另一方面增强了对客户参与与绿色创新边界机制的理解。实践启示企业应重视社会化媒体的普及和应用,积极完善社会化媒体的功能,引导客户利用社会化媒体平台参与企业绿色创新的过程,特别是引导客户进行互动信息提供和在线参与创作。此外,在引导顾客参与的过程中,企业应努力培养自身的绿色动态能力,使其成为连接顾客参与与企业绿色创新的桥梁。关键词:客户参与绿色动态能力绿色创新社交媒体使用披露声明作者未报告潜在的利益冲突。本研究得到国家自然科学基金支持[72172147,72202146,72372010]
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Can Customer Participation Promote Supplier Green Innovation in the Social Media Environment? The Mediating Role of Green Dynamic Capability and the Moderating Role of Social Media Use
ABSTRACTPurpose The existing literature has emphasized the significance of guiding customers’ participation in innovation as a means for supplier enterprises to obtain innovation resources and enhance innovation performance. However, in the context of enterprise green innovation, there remains a need to investigate the impact of different forms of customer participation on supplier green innovation. Additionally, with the advent of Internet technology, numerous B2B enterprises are utilizing social media to engage with customers and foster enterprise innovation. However, the role of social media use in the relationship between customer participation and supplier green innovation has not been fully answered. Therefore, this study aims to explore the influence mechanism of customer participation on supplier enterprise green innovation in the social media environment, and to test the moderating effect of social media use.Methodology/Approach To achieve the research goals, a total of 500 survey questionnaires were distributed to the Chinese manufacturing enterprises industry in five province, and 338 valid questionnaires were collected. Data was analyzed using PLS-SEM modeling.Findings Among the three forms of customer participation, interactive information provision and online participation creation have a positive impact on enterprise green innovation. Compared with interactive information provision, the impact of online participation creation on green innovation is stronger, while user independent innovation has no significant impact on green innovation. In addition, in terms of mediating effect, green dynamic capability had a partial mediating role in the relationship between customer interactive information provision and green innovation and online participation creation and green innovation. In terms of the moderating effect, enterprise social media use had a positive moderating role in the relationship between interactive information provision and green dynamic capability and online participation creation and green dynamic capability.Originality/Value/Contribution This research made some important contributions. Firstly, customer participation in the social media environment is divided into three dimensions: interactive information provision, online participation creation and user independent innovation. The influence mechanism of customer participation on green innovation is further studied, and relevant literature on customer participation in innovation is enriched. Secondly, this paper empirically examines the mediating role of green dynamic capability in the relationship between customer participation and green innovation, which has received little attention in previous studies. Thirdly, the moderating effect of social media use on the influence mechanism of customer participation on green innovation is considered for the first time. On the one hand, the application of social media in the field of customer participation in innovation is promoted, and on the other hand, the understanding of the boundary mechanism between customer participation and green innovation is enhanced.Practical implications Enterprises should attach importance to the popularization and application of social media, and actively improve the functions of social media, guiding customers to participate in the process of enterprise green innovation by using social media platform, especially guiding customers to interactive information provision and online participation creation. In addition, in the process of guiding customer participation, enterprises should strive to cultivate their green dynamic capability, so as to make it a bridge connecting customer participation and enterprise green innovation.KEYWORDS: Customer participationgreen dynamic capabilitygreen innovationsocial media use Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThe work was supported by the National Natural Science Foundation of China [72172147, 72202146, 72372010]
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来源期刊
CiteScore
2.20
自引率
35.70%
发文量
22
期刊介绍: The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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