社会与工程心理学研究室知识库

新品的开创是企业生存和发展的重要课题，越来越多的企业通过网络与其消费者进行新品信息的沟通和共同创造。本文主要针对快速消费品(FMCG)企业基于Wb2.0发起新品价值共创活动时，个体的参与动机进行研究。并鉴于与电子科技类消费品相比，快速消费品品牌忠诚度较低，与消费者的情感联结较为薄弱故引入关系规范(交易关系、共有关系)理论。通过四次预实验确认了关系规范情景操纵内容及检测条目;通过2(关系规范:共有关系，交易关系)x3 (经济奖励:无奖励、低奖励、高奖励)组间实验来探究消费者与品牌处于不同关系规范时，经济奖励对其参与活动的影响;通过共有关系与交易关系组间测试检验处于不同关系规范下的消费者的内在动机对其参与活动的影响。实验一结果表明:对于交易关系下的个体，当经济奖励足够高，相对于无奖励及低奖励时，其参与新品共创活动意愿显著提升。而经济奖励的高低对共有关系下个体参与意愿并无显著影响。实验二验证了帮助企业动机及享乐主义动机对于活动参与意愿的正向影响，同时验证了共有关系下的消费者参与快消品新品共创活动的意愿显著高于交易关系下消费者。

本研究对快速消费品企业实际策划及操作新品共创活动具有指导意义。其可以先对平台上的消费者进行简单测试，检测消费者与其品牌之间是何种关系规范。对于交易关系规范下的消费者可对其采取高水平经济奖励策略以鼓励其参与活动对于共有关系下的消费者可更多的鼓励其帮助企业，并增强活动环节设计的趣味性以满足消费者的享乐主义追求。

In today's market, new product innovation is very important to the company, especially to the Fast Moving Consumer Goods (FMCG) company. This paper focuses on the motivations of individual participation in the new product development(NPD) co-creation which hold by FMCG company. At the same time, the concept of relationship norms (conununal relationship, exchange relationship) is quoted in this paper to study what are the different motivations of the two relationship groups to participate in the co-creation activity.

293 questzonnaires were recruited through electronic survey. Data analysis found that in exchange relationships, the high lever financial :rewards can positively influence the willingness of participation signifl.cant.ly. But it’s not significant to the communal relationship respondents. The moderating effect of relytionship is significant. And the motivations of helping the enterprise and gaining hedonic benefits can enhance the willingness of participation significantay.

It’s very meaningful to the FMCG companies when they want to hold a NPD Value co-creation activity on in internet. Thet can have a rest first to estimate the relationship norm betweep the brand and the consumers. Then make decision to give what kind of rewards to consumers to encourage them.