Empirical Study on Upgrading the Knowledge Level of Consumer-oriented Innovation by Using Network Community

Nowadays, developing new products that meet consumer demands is an important issue for firms. Mechanisms to develop new products cooperating with consumers will be needed. On the other hand, the spread of social media creates various network communities. Members have more opportunities to collect new information and ideas through the interaction with other members inside and outside network communities. As a result, a chain of knowledge creation that generates new ideas is conformed. This also applies to the creation of ideas for product development. In this research, we examine whether network communities help upgrading the knowledge level of consumers required for consumer-led new product development through a questionnaire survey in Japan. As a result, network communities and connections with lead users help upgrading the knowledge level, and network community members' motivations are also necessary for upgrading the knowledge level. This paper clarifies that social capital of network communities is necessary for upgrading the knowledge level.