Influence Mechanism of Customer Involved Service Innovation in Virtual Community

Based on the transactive memory system, the influence mechanism of customer involved service innovation in virtual community was explored. A mediating effect model of customer involved service innovation in virtual community with moderating effects was built. The data characteristics, reliability and validity of the collected questionnaire data were analyzed using SPSS and AMOS software. And the proposed model and hypothesis were verified by the structural equation model method, Bootstrap method and hierarchical regression analysis method. Research results are as follows. (1) Customer involved service innovation has a significant positive impact on service innovation performance and transactive memory system. Transactive memory system is positively promoting service innovation performance. (2) The effect of customer involved service innovation on service innovation performance is completely mediated by transactive memory system, mainly through the dimensions of reliability and coordination. (3) The quality of customer social relationship is positively promoting the impact of customer involved service innovation on the transactive memory system, and the interactive capacity of the community network positively regulates the relationship between the transactive memory system and service innovation performance.