Effect of virtual community involvement on new product development: case studies on Indonesian online commerce companies
by Suciwati Nursiam; Putu Wuri Handayani; Ida Ayu Kadek Trisnanty
International Journal of Business Information Systems (IJBIS), Vol. 22, No. 4, 2016

Abstract: 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.

Online publication date: Sun, 17-Jul-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com