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Warum Kunden in Online-Communities innovieren: Ergebnisse einer Motivanalyse

Why customers innovate in online communities: A netnographic study

  • ZfB-SPECIAL ISSUE 5/2011
  • Published:
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Zusammenfassung

Online-Communities (OCs) sind durch die technischen und sozialen Veränderungen im Web 2.0 zu einem wichtigen Instrument für Unternehmen geworden, um Anwenderbedürfnisse schnell und genau zu erfassen. Gleichzeitig enthalten OCs oftmals innovative Mitglieder und bieten Potential zur Unterstützung der Neuproduktentwicklung. Trotz ihrer wachsenden Bedeutung sind innovative Anwenderaktivitäten in OCs noch verhältnismäßig wenig erforscht. Dies gilt im Speziellen für die Motivation von Mitgliedern, zu innovieren und sich in OCs zu beteiligen. Die vorliegende netnographische Untersuchung analysiert die Mitgliedermotive in zwei herstellerunabhängigen OCs für Konsumgüter. Unterschieden werden dabei 1) Motive, OCs beizutreten, 2) Motive, zu innovieren, und 3) Motive, eigene Entwicklungen in OCs zu veröffentlichen. Es handelt sich um die erste Studie, die Motive innovativer Mitglieder in Abhängigkeit von Phasen der Mitgliedschaft und situativen Faktoren kategorisiert. Unsere Ergebnisse helfen Unternehmen, Motive von Mitgliedern in unabhängigen Kunden-Communities besser zu verstehen. Hierin besteht eine wichtige Vorraussetzung für die Entwicklung spezifischer Anreize, die innovative Anwenderaktivitäten in OCs stimulieren und die Kundenintegration fördern.

Abstract

For companies, online communities (OCs) have become a potent means of rapidly and easily identifying user needs as a result of the social and technological changes within the Web 2.0. Some OCs even are suited ideally for integration into NPD as they frequently have innovative members. Despite their growing relevance, however, user innovation activities within OCs still are underexplored. The members’ motivations to innovate and contribute to OCs in particular are part of a young line of research requiring further investigation. This research provides an in-depth netnographic analysis of innovative, privately operated OCs dedicated to tangible consumer products. Most fundamentally, we differentiate 1) motives to join OCs, 2) motives to innovate, and 3) motives to publish innovations in OCs. This is the first study to categorize the motives of innovative OC members depending on the stages of their membership as well as situational factors. Our results support companies in understanding and classifying the members’ motives in independent customer OCs. This is a precondition for the development of specific incentives that stimulate innovative user activities in OCs and contribute to customer integration.

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Notes

  1. Im Kontext dieser Studie verstehen wir Innovationen als neue Produkte und neue produktbezogene Lösungen, die bisher für unser Untersuchungsobjekt Playmobil nicht auf dem Markt verfügbar waren (Urabe 1988; Rogers 1995). Wir folgen dem subjektiven Innovationsbegriff, nach dem eine Innovation nicht zwangsläufig als absolut neu, sondern als neu für ein bestimmtes Individuum oder eine Organisation betrachtet wird (Hauschildt 2004).

  2. Playmobil Produkte sind tangibles Spielzeug für Kinder, basierend auf den Grundelementen Spielfiguren, Gebäude und Fahrzeuge. Playmobil Produkte beziehen sich typischerweise auf eine spezifische Themenwelt, bspw. Piraten, Wilder Westen, Eisenbahn oder Ritter (Bachmann 2006).

  3. Die OC http://www.playmoboard.com ist seit Oktober 2009 aufgrund mehrerer Hackerangriffe offline.

  4. Fotos, die mehrere eigene Designs und Ideen zeigen, wurden als nur eine Customization gewertet.

  5. Diese Aussage basiert auf der Befragung von zehn Mitgliedern (Member Checks) sowie auf zwei Telefoninterviews mit der PR-Leiterin von Geobra Brandstätter vom 4. Juli 2008 und 29. September 2009.

  6. Die Identifikation des Mitgliedertyps und die Zuordnung der motivbezogenen Aussagen erfolgte über die Profilstatistik des Mitglieds.

  7. Diese Angaben basieren auf einem Telefoninterview mit der PR-Leiterin von Geobra Brandstätter vom 29. Sept. 2009.

  8. Vgl. z. B. die Forschung zum „Not-Invented-Here Syndrom“ (NIH) (Katz und Allen 1982; Coleman 1994).

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  1. Technische Universität Hamburg-Harburg, Institut für Technologie- und Innovationsmanagement, Schwarzenbergstrasse 95, 21073, Hamburg, Deutschland

    Lars Janzik,  Cornelius Herstatt &  Antje-Christina Raasch

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  1. Lars Janzik
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Janzik, L., Herstatt, C. & Raasch, AC. Warum Kunden in Online-Communities innovieren: Ergebnisse einer Motivanalyse. Z Betriebswirtsch 81 (Suppl 5), 47 (2011). https://doi.org/10.1007/s11573-011-0490-7

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  • DOI: https://doi.org/10.1007/s11573-011-0490-7

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