Understanding the effect of organizational innovation environment and customer participation in virtual communities on customer creativity: A study of mediating and moderating influences

The importance of enterprises significantly improving their innovation performance by working closely with customers throughout the innovation process has been emphasized in recent literature. However, the role of organizational innovation environment in customer creativity and the impact of customer knowledge matching on the innovation environment are not sufficiently explored. Based on the Social cognitive theory and Flow theory, his investigate the factors that influence enterprise innovation performance in the context of customer participation in innovation, as well as how businesses can foster an online innovation environment that fosters customer creativity. The mixed-methods study, which combines qualitative and quantitative research, is used to create the scale item that measures the study’s main variables. Structural equation modeling and bootstrapping estimation was performed on survey data collected via questionnaire from 392 consumers who participated in online service innovation in an online virtual brand community between June 2018 and May 2019. The study obtain the following main results. First, the innovative environment of customer online participation in service innovation fosters customer creativity. Second, two mediation interactions exist: creative self-efficacy and positive emotions, both of which partially mediate the relationship between customer creativity and the innovation environment. Third, while customer knowledge matching influences the intermediary effect of creative self-efficacy on innovation environment and customer creativity, it has no effect on the intermediary effect of positive emotion on innovation environment and customer creativity.