Abstract: Dividing customer participation under crowdsourcing mode into two key dimensions of customer participation under collaborative crowdsourcing mode and competitive crowdsourcing mode, determining out two important dimensions of interpersonal interaction and man-machine interaction of customer interaction, the paper establishes the mechanism model of the driving of customer participation under crowdsourcing mode on new product value creation by mediating effects of customer interaction. Empirical test results sampling as customers show that full mediating effect of interpersonal interaction on the relationship of the driving of customer participation under collaborative crowdsourcing mode on new product value creation is statistically significant, but it has no mediating effect on the relationship of the driving of customer participation under competitive crowdsourcing mode on new product value creation. Man-machine interaction has partial mediating effect on the relationship of the driving of customer participation under competitive crowdsourcing mode on new product value creation, but there is no mediating effect on the relationship of the driving of customer participation under collaborative crowdsourcing mode on new product value creation.

摘要： 将众包模式下顾客参与划分为合作众包模式下顾客参与和竞争众包模式下顾客参与两个关键维度，确定出顾客互动之人际互动、人机互动的重要维度构成，构建出众包模式下顾客参与通过顾客互动的中介效应驱动新产品价值创造的机制模型。以顾客为取样对象的实证检验结果表明：人际互动在合作众包模式下顾客参与驱动新产品价值创造关系中的完全中介效应具有统计显著性，但它在竞争众包模式下顾客参与驱动新产品价值创造的关系中无中介效应；人机互动在竞争众包模式下顾客参与驱动新产品价值创造关系中的部分中介效应显著，但它在合作众包模式下顾客参与驱动新产品价值创造关系中的中介效应不显著。