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| Research on the Influence Mechanism of Customer Participation on Employees’ Innovation Willingness |
| LIU Dewen，GAO Weihe |
| Shanghai University of Finance and Economics, Shanghai, China |
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Abstract Based on conservation of resource theory and role theory, this study discusses the influence mechanism of customer participation on employees’ innovation willingness. This study analyzes the questionnaires of 338 employees in the high-tech manufacturing industry and finds the following conclusions. Customer participation has a positive/negative impact on workload/organizational identification, and workload/organizational identification has a negative/positive impact on employees’ innovation willingness. Customer participation’s impact on employees’ innovation willingness is mediated by workload and organizational identification. Perceived organizational support can weaken the impact of customer participation on workload and organizational identification, and moderate the mediating role of workloads and organizational identification in the relationship of customer participation and employees’ innovation willingness. In addition, compared with low-level customer participation, high-level customer participation has a greater inhibitory effect on employees’ innovation willingness.
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Received: 10 July 2018
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