modeling actor behavior in collaborative innovation networks

365 Pages·2014·5.46 MB·English

by  Kaveh Abhari

MODELING ACTOR BEHAVIOR IN COLLABORATIVE INNOVATION NETWORKS:
THE CASE OF SOCIAL PRODUCT-DEVELOPMENT

A DISSERTATION SUBMITTED TO THE GRADUATE DIVISION OF THE
UNIVERSITY OF HAWAI‘I AT MĀNOA IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE OF

DOCTOR OF PHILOSOPHY

IN

COMMUNICATION AND INFORMATION SCIENCES

DECEMBER 2014

By

Kaveh Abhari

Dissertation Committee:

Elizabeth Davidson, Chairperson
Tung Bui
Rich Gazan
Robert Stodden
Bo Sophia Xiao

Keywords: New Product Development, Co-innovation, Collaborative Innovation
Network, Social Product Development, Social Innovation
0 ACKNOWLEDGEMENTS
I would like to take this opportunity to acknowledge the individuals who assisted me in
this dissertation journey. I have been very fortunate and blessed to have support from a wonderful
group of colleagues, friends and family. First, I would like to thank my dissertation committee. I
would like to thank Dr. Elizabeth Davidson for being such a terrific advisor whose constant
attention, challenges, critiques, and encouragement helped push me to complete this dissertation
in a timely fashion. Her wide experience and insights had made this dissertation an enriching
experience for me. Thank you for your intellectual guidance, flexibility, availability and patience
over the last three years. I would like to thank Dr. Tung Bui for invaluable support, understanding,
and advice. I would like to thank Dr. Rich Gazan for inspiring, encouraging and motivating me
from the start to the completion of my PhD. I would like to thank Dr. Robert Stodden for supporting
me and creating a climate conducive to completion of this work. I would like to thank Dr. Bo
Sophia Xiao who has invested much time and effort into this research. Her expertise and
continuous encouragement, and enthusiasm were invaluable. Special thanks to the individuals who
kindly agreed to participate in this research. Without your input, enthusiasm and time there would
be no dissertation. Many colleagues and friends at University Of Hawai‘i at Mānoa also assisted
me in this process. Thank you for your emotional support and friendship. I wish to express my
deep love and appreciation to my family for the continuous care and love. To my parents, there
are not enough words to express my gratitude for your constant love, support, and encouragement.
The understanding and guidance that you have provided me with have given me the strength and
ability to successfully pursue a variety of personal and academic goals. Last but not least, I would
like to thank my wife, Dr. Maryam Abhari. I would not able to finish this journey if I did not have
your constant and incredible support. Thank you with profound love and appreciation.
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1 ABSTRACT
Gaining insight into co-innovator behavior of external individual actor is the pivot in the co-
innovation research and development. Therefore, in order to pave the way for future theorization
and implementation, this study aims to understand and explain actor behavior and the related
driving forces in an emerging yet important co-innovation model, so-called Social Product
Development (SPD). This research consists of two case studies and a survey study. The first study
was a review of 22 cases of co-innovation network, in particular their structures, components, and
governance. The case of a successful SPD – Quirky.com – was reviewed next in details. After the
exploratory phase, the research model, hypotheses, and instrument were developed in the light of
the literature review, the theory of goal-directed behavior, and the data collected during the case
studies. Then, the proposed model was tested by a survey.
The study proposed and validated that three interrelated constructs can model actor co-
innovation behavior: ideation, collaboration, and communication. The study identified the main
driving forces behind co-innovation in SPD networks, namely motivation, actor past experience,
risks, and co-innovation platform. The survey highlighted the role of all three classes of
motivations, namely extrinsic, intrinsic, and internalized extrinsic motivation in driving co-
innovation. Extrinsic motivation largely drives ideation behavior; intrinsic motivation is mainly
associated with communication behavior, and internalized extrinsic motivation primarily affects
collaboration behavior. Risk is the significant hindering factor in co-innovation environment. Risk
associated with ‘time’ is the most important factor compared with financial risk, intellectual
property risk, and social risk. This study explained how the relationships between motivation
factors and actors’ intention to co-innovate could be influenced by the platform functional
affordances. However, the effects are small, and they depend on actors’ co-innovation goals.
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2 TABLE OF CONETNTS
ACKNOWLEDGEMENTS ......................................................................................................... ii
ABSTRACT .................................................................................................................................. iii
LIST OF TABLES ....................................................................................................................... xi
LIST OF FIGURES ................................................................................................................... xiv
LIST OF ABBREVIATIONS ................................................................................................... xvi
CHAPTER 1. INTRODUCTION ................................................................................................ 1
1.1 Research Background ............................................................................................. 1
1.2 Research Motivations.............................................................................................. 3
1.3 Research Objectives ................................................................................................ 6
1.4 Research Process ..................................................................................................... 7
1.5 Research Significance ............................................................................................. 8
1.6 Research Scope and Assumptions .......................................................................... 9
1.7 Dissertation Outlines ............................................................................................. 11
CHAPTER 2. LITERATURE REVIEW .................................................................................. 12
2.1 Introduction ........................................................................................................... 12
2.2 Theoretical Background ........................................................................................ 12
2.2.1 Value Co-creation and Value Network ......................................................... 12
2.2.2 Open Innovation............................................................................................ 13
2.2.3 Co-innovation ............................................................................................... 15
2.2.4 The Importance of Understanding Co-creation Behavior ............................ 17
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2.3 Co-innovation Network (CoIN) ............................................................................ 18
2.3.1 Model CoIN as a Value Network .................................................................. 21
2.4 Social (New) Product-Development (SPD) .......................................................... 27
2.5 Drivers of Co-innovation in SPD Network ........................................................... 31
2.5.1 Actor-related Drivers of Co-innovation........................................................ 31
2.5.2 Platform-related Drivers of Co-innovation .................................................. 41
2.6 Summary of Literature Review ............................................................................. 47
CHAPTER 3. METHODOLOGY AND RESEARCH DESIGN ............................................ 49
3.1 Introduction ........................................................................................................... 49
3.2 Philosophical Assumptions ................................................................................... 49
3.3 Research Design and Methodological Consideration ........................................... 52
3.3.1 Methods and Procedures .............................................................................. 53
3.3.2 Unit of Analysis ............................................................................................. 54
3.3.3 Researcher Function and Time Horizon ....................................................... 54
3.4 Case Study ............................................................................................................ 55
3.4.1 Case Selection ............................................................................................... 56
3.4.2 Data Collection ............................................................................................. 56
3.4.3 Data Analysis ................................................................................................ 57
3.5 Survey Study ......................................................................................................... 58
3.5.1 Instrument Development ............................................................................... 59
3.5.2 Sampling and Data Collection ...................................................................... 59
3.6 Survey Study ......................................................................................................... 60
3.6.1 Instrument Development ............................................................................... 60
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3.6.2 Sampling and Data Collection ...................................................................... 61
3.6.3 Analytical Techniques ................................................................................... 61
3.6.4 Reliability and Validity ................................................................................. 63
3.7 Ethics Precautions ................................................................................................. 64
3.8 Summary of Methodology and Research Design ................................................. 65
CHAPTER 4. CASE STUDY I .................................................................................................. 66
4.1 Introduction ........................................................................................................... 66
4.2 CoIN Business Models ......................................................................................... 68
4.2.1 CoIN Platform Ownership ............................................................................ 70
4.2.2 Co-innovation Processes and Process Coordination ................................... 71
4.2.3 CoIN Platform ............................................................................................... 72
4.2.4 Actor Motivation and Motivation System ..................................................... 73
4.2.5 Commercialization Process .......................................................................... 75
4.3 Summary of Case Review ..................................................................................... 76
4.4 Discussion on CoINs Key Components ................................................................ 77
4.5 Implications of Study for Understanding SPD Networks ..................................... 82
4.6 Summary ............................................................................................................... 85
CHAPTER 5. CASE STUDY II ................................................................................................. 87
5.1 Introduction ........................................................................................................... 87
5.2 Case Selection ....................................................................................................... 87
5.2.1 Why Quirky? ................................................................................................. 88
5.2.2 Quirky.com at a Glance ................................................................................ 89
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5.3 Case Report ........................................................................................................... 91
5.3.1 Case Background and Overview ................................................................... 91
5.3.2 Business Logic .............................................................................................. 92
5.3.3 Business Processes........................................................................................ 94
5.3.4 Business Outcomes...................................................................................... 106
5.3.5 Actor Behavior ............................................................................................ 108
5.4 Case Analysis ...................................................................................................... 114
5.4.1 Analytical Procedures ................................................................................. 115
5.4.2 Platform-related Factors ............................................................................ 118
5.4.3 Actor-related Factors.................................................................................. 121
5.4.4 Quirky Model Flaws ................................................................................... 124
5.5 Case Study Conclusion ....................................................................................... 128
5.5.1 Quirky Model of SPD .................................................................................. 128
5.6 Quality of Case Study ......................................................................................... 132
5.7 Summary of Case Study...................................................................................... 133
CHAPTER 6. MODEL, HYPOTHESES, AND INSTRUMENT DEVELOPMENT ......... 135
6.1 Introduction ......................................................................................................... 135
6.2 Model Development............................................................................................ 135
6.2.1 The Goal-directed Behavior Theory ........................................................... 135
6.2.2 The Model Constructs and Hypotheses....................................................... 138
6.3 Instrument Development ..................................................................................... 151
6.3.1 Intention to SPD .......................................................................................... 151
6.3.2 Motivations ................................................................................................. 152
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6.3.3 Past Experience .......................................................................................... 153
6.3.4 Perceived Risk ............................................................................................. 154
6.3.5 Platform Affordances .................................................................................. 154
6.3.6 Actual Contribution .................................................................................... 155
6.3.7 Control Variable ......................................................................................... 155
6.4 Questionnaire Development................................................................................ 156
6.4.1 Pre-Test Procedure ..................................................................................... 157
6.4.2 Pre-Test of New Developed and Adjusted Measures .................................. 157
6.4.3 Pre-Test of the Questionnaire ..................................................................... 160
6.5 Pilot Study ........................................................................................................... 163
6.5.1 Data Collection ........................................................................................... 163
6.5.2 Sample and Descriptive Analysis ................................................................ 165
6.5.3 SEM-PLS Analysis ...................................................................................... 165
6.6 Summary of Model and Instrument Development.............................................. 174
CHAPTER 7. SURVEY FINDINGS ....................................................................................... 177
7.1 Introduction ......................................................................................................... 177
7.2 Research Model and Hypotheses ........................................................................ 178
7.3 SEM-PLS ............................................................................................................ 180
7.3.1 Covariance-based SEM vs Component-based SEM ................................... 180
7.3.2 Why SEM-PLS? ........................................................................................... 181
7.3.3 PLS Techniques ........................................................................................... 183
7.4 Data Collection ................................................................................................... 189
7.4.1 Demographics Data .................................................................................... 190
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7.4.2 User profile Data ........................................................................................ 192
7.5 Sample Sufficiency ............................................................................................. 196
7.6 Descriptive Analysis ........................................................................................... 197
7.7 The Measurement Model Analysis ..................................................................... 200
7.7.1 Evaluation of Reflective Measurements ...................................................... 200
7.7.2 Evaluation of Formative Measurement ...................................................... 205
7.8 The Structural Model Analysis ........................................................................... 209
7.8.1 Hypothesis Testing and Effect Size ............................................................. 211
7.8.2 Goodness of Fit ........................................................................................... 215
7.9 Summary of Findings .......................................................................................... 216
CHAPTER 8. DISCUSSION ................................................................................................... 218
8.1 Introduction ......................................................................................................... 218
8.2 Summary of Research Process ............................................................................ 218
8.3 Co-innovation Behavior ...................................................................................... 220
8.4 The Role of Motivations ..................................................................................... 221
8.4.1 Extrinsic motivation .................................................................................... 222
8.4.2 Intrinsic motivation ..................................................................................... 226
8.4.3 Internalized Extrinsic motivation ................................................................ 229
8.5 The Role of Past Positive Experience ................................................................. 233
8.6 The Role of Perceived Risks ............................................................................... 238
8.7 The Role of Platform Affordances ...................................................................... 242
8.8 Actual Contribution ............................................................................................ 251
CHAPTR 9. CONCLUSION ................................................................................................... 254
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9.1 Introduction ......................................................................................................... 254
9.2 The Summary of Findings .................................................................................. 255
9.3 Theoretical Implications ..................................................................................... 258
9.3.1 Toward Social Innovation Theory .............................................................. 258
9.3.2 Revising the Concept of SPD ...................................................................... 259
9.3.3 Co-innovation Reconceptualization in SPD ............................................... 260
9.3.4 Motivation System as the Backbone of SPD ............................................... 260
9.4 Practical Implications.......................................................................................... 261
9.5 Limitations .......................................................................................................... 263
9.6 Future Research Avenues ................................................................................... 265
APPENDICES ........................................................................................................................... 268
Appendix A: UH IRB Approval ................................................................................. 269
Appendix B: An Example of SPD in Quirky.com ...................................................... 270
Appendix C: Profiles of Case Study Participants ....................................................... 278
Appendix D: Construct Measures ............................................................................... 279
Appendix E: Pilot Study Results ................................................................................ 283
Appendix F: Survey Measures .................................................................................... 299
Appendix G: Survey Study Results ............................................................................ 303
Appendix H: Post-Hoc Analysis ................................................................................. 310
REFERENCES .......................................................................................................................... 321
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