管理工程学报2025，Vol.39Issue(3)：1-12,12.DOI:10.13587/j.cnki.jieem.2025.03.001
跨境电商企业的客户互动与新产品开发绩效
Customer interactivity and new product development performance in cross-border e-commerce firms:The moderating role of language friction
摘要
Abstract
Customer interactivity is crucial for the performance of new product development within firms,which essentially involves an information processing process.With the rise of cross-border e-commerce,the interaction with multinational customers faces a new challenge of language friction,which intensifies the complexity of information processing.However,existing research does not clarify the role of language friction in the relationship between customer interactivity and new product development performance. Drawing on the information processing theory,this article aims to explore the impact of customer interactivity on new product development performance and the moderating effect of language friction for cross-border e-commerce firms.By collecting questionnaire data from 275 cross-border e-commerce firms,this study measures the key concepts of customer interactivity and new product development performance using scales.Subsequently,we match the questionnaire data with secondary databases such as national statistical bureaus,Ethnologue,and WALS,to calculate the value of language friction. Reliability and validity analyses of the scale data underscore the high quality and adherence to predefined criteria.The covariance tests reveal that common method bias exerts no discernible impact on the results of the study.Regression analyses ascertain that customer interactivity in cross-border e-commerce firms augments new product development performance.This is because customer interactivity can provide cross-border e-commerce firms with more valuable information related to new product development and enhance the efficiency and ability of firms to process information.In addition,language friction manifests an inverted U-shaped moderating effect in the relationship between customer interactivity and new product development performance.In other words,the positive impact of customer interaction in cross-border e-commerce firms on new product development is most pronounced at a moderate level of language friction. This study has several theoretical contributions.First,it contributes to the literature on customer interactivity and new product development by introducing a cross-border context,underscoring the pivotal role of language friction as a moderator in this relationship.Additionally,this study enriches the research related to information processing theory on customer interactivity and new product development in cross-border scenarios. Moreover,this study imparts managerial insights for enhancing the new product development performance of cross-border e-commerce firms.Since customer interactivity is conducive to enhancing the new product development performance of cross-border e-commerce firms,leveraging customer interactivity through diverse social media and online platforms is advocated,with an emphasis on tailoring strategies based on the level of language friction.When firms are operating under a moderate level of language friction,such as in the United States,the United Kingdom,Mauritius,Zambia,and Australia,customer interactivity contributes most to new product development and can be an important source of innovation.Conversely,when firms are operating in a low or high level of language friction,such as Singapore,Thailand,Vietnam,France,and Ethiopia,the positive impact of customer interactivity for new product development is less pronounced.Consequently,innovation-centric firms are encouraged to channel more inputs towards countries with moderate language friction,positioning them as primary sources of innovation.关键词
客户互动/新产品开发绩效/语言摩擦/跨境电商Key words
Customer interactivity/New product development performance/Language friction/Cross-border e-commerce分类
管理科学引用本文复制引用
卢柯颖,吴东..跨境电商企业的客户互动与新产品开发绩效[J].管理工程学报,2025,39(3):1-12,12.基金项目
国家自然科学基金项目(71832013、72072160、71821002) The National Natural Science Foundation of China(71832013,72072160,71821002) （71832013、72072160、71821002）
