Technical Report The Impact of Customer Orientation on Quantity and Quality of User-Generated Content : A Multi-Country Case Study of Mobile Applications

Ichikohji, Takeyasu  ,  Katsumata, Sotaro  ,  Yoo, Bosul

17-12pp.1 - 21 , 2017-05 , Graduate School of Economics and Osaka School of International Public Policy (OSIPP) Osaka University
This study examines preceding factors of user innovation behavior using a case of smartphone applications to examine indirect and direct effects of consumer attitude on user innovation. Specifically, this study focuses on two aspects of the user innovation evaluation: quality and quantity. Quality of user innovation in particular has the potential to contribute to the profitability of firms that provide SNS or other community services. This study proposes a structural model to examine the relationship between these two user innovation aspects and preceding attitude factors, involvement, consumer knowledge, and customer orientation. The empirical analysis is based on a consumer survey to examine commonalities and differences in two countries: Japan and China. In each country, two services are chosen as representative cases of the user-generated content business model to measure user innovation behaviors based on the two aspects mentioned. By clarifying the preceding factors of user innovation behavior, this study has implications for new business models and future innovation research.

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