客户参与与新产品上市速度：基于中国制造业的实证研究

摘要/Abstract

摘要： 探讨客户参与、吸收能力及新产品上市速度之间的关系，揭示客户参与通过吸收能力影响新产品上市速度的作用机理。基于来自177个中国制造企业的样本数据，采用结构方程模型（SEM）的方法，分析客户参与、吸收能力及新产品上市速度之间的关系。研究结果表明：客户参与对企业的吸收能力有显著的正向影响；吸收能力的提高对加快新产品的上市速度有明显的推动作用；客户的参与也可以加速新产品的上市速度。客户参与新产品的研发对新产品上市速度的影响通过企业的吸收能力的提升来实现的，其中吸收能力作为部分中介变量。

关键词: 客户参与, 吸收能力, 新产品上市速度, 中介效应

Abstract: This paper explores the relationship between customer involvement, absorptive capacity and marketing speed of new products, especially the mediating effect of absorptive capacity between customer involvement and marketing speed of new products. The relationship is empirically tested by Structural Equation Modeling (SEM), along with data collected from 177 manufacturing companies in china. The results indicate that customer involvement and absorptive capacity have positive and direct effect on the marketing speed of new products; customer involvement is positively associated with absorptive capacity. Further researchshowsabsorptive capacity acts as a partial mediator to the relationship between customer involvement and marketing speed of new products, and absorptive capacity is a partial mediation variable.

Key words: customer involvement, absorptive capacity, marketing speed of new products, mediating effect

中图分类号:

F273.2

李刚, 白影波, 许德惠. 客户参与与新产品上市速度：基于中国制造业的实证研究[J]. 科研管理, 2014, 35(2): 94-103.

Li Gang, Bai Yingbo, Xu Dehui. Customer involvement and marketing speed of new products：An empirical investigation in China’s manufacturing companies[J]. Science Research Management, 2014, 35(2): 94-103.

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