摘要
跨境电商是发展“双循环”战略和“一带一路”倡议的重要主体。创新是实现“双循环”和“一带一路”目标的关键动力源。跨境电商企业的新产品开发至关重要,许多企业通过积极的客户互动来进行新产品开发。然而,跨境电商企业与海外客户互动面临语言摩擦的全新挑战,这加剧了信息处理的复杂程度。而现有研究并不清楚语言摩擦在客户互动与新产品开发绩效之间的作用。本文基于信息处理理论探讨了跨境电商情境下企业的客户互动对新产品开发绩效的影响,以及语言摩擦的调节作用。通过收集275份跨境电商企业的问卷数据并匹配二手数据库,研究发现,跨境电商企业的客户互动有助于增强新产品开发绩效,且语言摩擦产生“倒U型”调节效应。也就是说,在中等语言摩擦水平下,跨境电商企业的客户互动对于新产品开发的正向效应最强。本文的研究结果为提升跨境电商企业的新产品开发绩效提供了管理启示。
Customer interactivity is crucial for the performance of new product development within firms,which essentially involves an information processing process.With the rise of cross-border e-commerce,the interaction with multinational customers faces a new challenge of language friction,which intensifies the complexity of information processing.However,existing research does not clarify the role of language friction in the relationship between customer interactivity and new product development performance.Drawing on the information processing theory,this article aims to explore the impact of customer interactivity on new product development performance and the moderating effect of language friction for cross-border e-commerce firms.By collecting questionnaire data from 275 cross-border e-commerce firms,this study measures the key concepts of customer interactivity and new product development performance using scales.Subsequently,we match the questionnaire data with secondary databases such as national statistical bureaus,Ethnologue,and WALS,to calculate the value of language friction.Reliability and validity analyses of the scale data underscore the high quality and adherence to predefined criteria.The covariance tests reveal that common method bias exerts no discernible impact on the results of the study.Regression analyses ascertain that customer interactivity in cross-border e-commerce firms augments new product development performance.This is because customer interactivity can provide cross-border e-commerce firms with more valuable information related to new product development and enhance the efficiency and ability of firms to process information.In addition,language friction manifests an inverted U-shaped moderating effect in the relationship between customer interactivity and new product development performance.In other words,the positive impact of customer interaction in cross-border e-commerce firms on new product development is most pronounced at a moderate level of language friction.This study has several theoretical contributions.First,it contributes to the literature on customer interactivity and new product development by introducing a cross-border context,underscoring the pivotal role of language friction as a moderator in this relationship.Additionally,this study enriches the research related to information processing theory on customer interactivity and new product development in cross-border scenarios.Moreover,this study imparts managerial insights for enhancing the new product development performance of cross-border ecommerce firms.Since customer interactivity is conducive to enhancing the new product development performance of cross-border ecommerce firms,leveraging customer interactivity through diverse social media and online platforms is advocated,with an emphasis on tailoring strategies based on the level of language friction.When firms are operating under a moderate level of language friction,such as in the United States,the United Kingdom,Mauritius,Zambia,and Australia,customer interactivity contributes most to new product development and can be an important source of innovation.Conversely,when firms are operating in a low or high level of language friction,such as Singapore,Thailand,Vietnam,France,and Ethiopia,the positive impact of customer interactivity for new product development is less pronounced.Consequently,innovation-centric firms are encouraged to channel more inputs towards countries with moderate language friction,positioning them as primary sources of innovation.
作者
卢柯颖
吴东
LU Keying;WU Dong(School of Management,Zhejiang University,Hangzhou 310058,China)
出处
《管理工程学报》
北大核心
2025年第3期1-12,共12页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金项目(71832013,72072160,71821002)。
关键词
客户互动
新产品开发绩效
语言摩擦
跨境电商
Customer interactivity
New product development performance
Language friction
Cross-border e-commerce
