TY - JOUR
T1 - Effect of virtual community involvement on new product development
T2 - Case studies on Indonesian online commerce companies
AU - Nursiam, Suciwati
AU - Handayani, Putu Wuri
AU - Trisnanty, Ida Ayu Kadek
N1 - Publisher Copyright:
© 2016 Inderscience Enterprises Ltd.
PY - 2016
Y1 - 2016
N2 - This research aims to examine the effect of virtual community involvement during a new product development, focusing on parameters speed to market, product quality, customer needs fulfilment, and product differentiation. This study also observes the utilisation and effectiveness of social media Facebook and Twitter by companies in assisting new product development activities. The methodologies used in this research are qualitative methods specifically interviews and online observations, quantitative method using PLS-SEM data analysis technique to analyse data of 210 respondents, and case study on Indonesian online commerce companies of Gantibaju.com and Thinkcookcook.com. The result shows that there is a positive influence on product quality, customer needs fulfilment, and product differentiation at Gantibaju.com and Thinkcookcook.com. There is also a positive influence on speed to market in Thinkcookcook.com, however this is not the case with Gantibaju.com. For Thinkcookcook.com, Facebook is the most effective social media for new product development activities, while Twitter is the most effective social media used by Gantibaju.com.
AB - This research aims to examine the effect of virtual community involvement during a new product development, focusing on parameters speed to market, product quality, customer needs fulfilment, and product differentiation. This study also observes the utilisation and effectiveness of social media Facebook and Twitter by companies in assisting new product development activities. The methodologies used in this research are qualitative methods specifically interviews and online observations, quantitative method using PLS-SEM data analysis technique to analyse data of 210 respondents, and case study on Indonesian online commerce companies of Gantibaju.com and Thinkcookcook.com. The result shows that there is a positive influence on product quality, customer needs fulfilment, and product differentiation at Gantibaju.com and Thinkcookcook.com. There is also a positive influence on speed to market in Thinkcookcook.com, however this is not the case with Gantibaju.com. For Thinkcookcook.com, Facebook is the most effective social media for new product development activities, while Twitter is the most effective social media used by Gantibaju.com.
KW - Customer fulfilment
KW - E-commerce
KW - New product development
KW - PLS-SEM
KW - Product differentiation
KW - Product quality
KW - Social media
KW - Speed to market
KW - Virtual community
UR - http://www.scopus.com/inward/record.url?scp=84979759144&partnerID=8YFLogxK
U2 - 10.1504/IJBIS.2016.077835
DO - 10.1504/IJBIS.2016.077835
M3 - Article
AN - SCOPUS:84979759144
SN - 1746-0972
VL - 22
SP - 397
EP - 421
JO - International Journal of Business Information Systems
JF - International Journal of Business Information Systems
IS - 4
ER -