Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/23741
Title: ORGANIZATION’S ADOPTION OF USER-INITIATED INNOVATIONS IN ONLINE BRAND COMMUNITIES
Authors: LI MINGGUO
Keywords: Brand Community, User Innovation, Elaboration Likelihood Model, Diffusion of Innovations, Logit Model, Dell IdeaStorm, Salesforce.com IdeaExchange, B2
Issue Date: 14-Jan-2011
Source: LI MINGGUO (2011-01-14). ORGANIZATION’S ADOPTION OF USER-INITIATED INNOVATIONS IN ONLINE BRAND COMMUNITIES. ScholarBank@NUS Repository.
Abstract: Online brand communities for innovation have been launched by companies in order to collect innovation ideas from their customers in the past few years. This phenomenon could potentially transform the relationship between a company and its customers from the traditional producer-buyer relationship to that of co-creators of value. Adopting innovation ideas from its customers reduces the new product development cost and improves company¿s image and its customer relationship. However, until today, theoretical and empirical research investigating adoption of innovations in such brand communities for innovation is limited. This study examines the factors that influence an idea being adopted by a company. Drawing on Diffusion of Innovations (DOI) theory and Elaboration Likelihood Model (ELM), we have developed a theoretical model to explain the adoption decision of a company based on directly observable source and innovation characteristics. In particular, we examine the effects of contributor¿s prior participation, prior adoption rate, the innovation¿s popularity and supporting evidences. We also highlight the differences between B2C (Business-to-Consumer) and B2B (Business-to-Business) contexts in the effects of such factors in determining the adoption likelihood of an innovation idea. Our theoretical model is validated by analysis using logit regression on secondary data of 19,964 customer innovation ideas collected from Salesforce.com IdeaExchange and Dell IdeaStorm websites. The results show the significant impact of both source and innovation characteristics on the adoption likelihood of customer innovation. Our finding suggests that brand community practitioners can attract more valuable innovation ideas by encouraging experienced users to make more contribution and facilitating the idea contributors to provide supporting evidences to elaborate on their ideas.
URI: http://scholarbank.nus.edu.sg/handle/10635/23741
Appears in Collections:Master's Theses (Open)

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