Program

Poster
PS27P-04-60

Mechanisms linking lead userness and innovative behavior in brand communities: A moderated mediation study

[Speaker] Wang, Li:1
1:School of Economics & Management, Tongji University (China (People's Republic of China))

Lead users, characterized by leading of an important market trend and expecting high benefits from innovating, are found in offline contexts and have been proved to contribute a lot for product innovation. In brand communities, lead users have different behavior mechanisms compared to offline contexts. However little is known about the profile of lead users in brand communities. This research aims to examine the association between lead userness and innovative behavior in brand communities. The results from a sample of 332 members in a famous brand community in China, indicated that lead userness was positively related to innovative behavior. Moreover, flow experience mediated the relationship between lead userness and innovative behavior when perceived trust from community was high but not when perceived trust from community was low. This study contributes to lead user theory in online communities, and provides recommendations on how to improve users' innovative behavior in practice.
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