The Effect of Customer Involvement on Product Innovation Performance, with the Mediating Role of Customer Online Knowledge Contribution and the Moderating Role of Customer Online Community Affiliation (Case Study: Zarin Iran Porcelain Industries)

The purpose of this study is to evaluating the effect of customer involvement on product innovation performance, with the mediating role of customer online knowledge contribution and the moderating role of customer online community affiliation. The research method is applied in terms of purpose and in terms of collecting data, descriptive survey. The population of this study is the zarin iran porcelain industries customers. For this purpose, with using Cochran formula, 420 questionnaires were distributed between the statistical sample and 391 questionnaires was gathered. The data collection tool was a questionnaire whose reliability was calculated as 0.83 using Cronbach's alpha coefficient. The validity of the research instrument was confirmed by confirmatory factor analysis technique. Structural equation modeling method was also used for data analysis. The results of the research showed that customer involvement have the effect on product innovation performance, with the mediating role of customer online knowledge contribution and the moderating role of customer online community affiliation.