Article(id=1318316497588572517, tenantId=1146029695717560320, journalId=1308397381743640680, issueId=1318316496934261092, articleNumber=null, orderNo=null, doi=null, pmid=null, cstr=null, oa=null, hot=null, price=null, onlineType=0, articleFormat=0, articleType=null, articleTypeStr=research-article, receivedDate=1745251200000, receivedDateStr=2025-04-22, revisedDate=1754236800000, revisedDateStr=2025-08-04, acceptedDate=null, acceptedDateStr=null, onlineDate=1792240746161, onlineDateStr=2026-10-17, pubDate=1784044800000, pubDateStr=2026-07-15, doiRegisterDate=null, doiRegisterDateStr=null, onlineIssueDate=1792240746161, onlineIssueDateStr=2026-10-17, onlineJustAcceptDate=null, onlineJustAcceptDateStr=null, onlineFirstDate=null, onlineFirstDateStr=null, sourceXml=null, magXml=null, createTime=1792240746161, creator=13701087609, updateTime=1792240746161, updator=13701087609, issue=Issue{id=1318316496934261092, tenantId=1146029695717560320, journalId=1308397381743640680, year='2026', volume='44', issue='7', pageStart='1345', pageEnd='1568', issueExtLink='null', onlineDate='null', pubDate='1784044800000', pubDateStr='2026-07-15', beforeIssueId=null, nextIssueId=null, price=null, status=1, issueComplete=1, articleOrder=1, issueType=-1, specialIssue=null, createTime=1792240746004, creator='13701087609', updateTime=1792240746004, updator='13701087609', preIssue=null, nextIssue=null, articleTotal=null, ext=null, issueFiles=null, downloadFileDto=null}, startPage=1490, endPage=1500, ext={EN=ArticleExt(id=1318316497815064934, articleId=1318316497588572517, tenantId=1146029695717560320, journalId=1308397381743640680, language=EN, title=Interaction orientation, experimentation and innovation performance in digital new ventures, columnId=1309226334803550422, journalTitle=Studies in Science of Science, columnName=Innovation Explorations, runingTitle=null, highlight=null, articleAbstract=

Digital technologies have brought profound transformations to the entrepreneurial activities, particularly by enabling new forms of firm-user interactions. Interaction orientation—a firm's strategic tendency to interact with and learn from users—has been increasingly recognized as a key enabler of innovation, its effectiveness remains context-dependent and underexplored in digital entrepreneurial settings. Prior research often highlights its linear benefits while overlooking potential drawbacks and the mechanisms through which it operates. This gap is especially salient in the context of digital entrepreneurial, where uncertainty and limited resources make decisions more complex. This study draws upon the Lean Startup Theory and investigates the “double-edged sword” effect of interaction orientation on innovation performance in digital new ventures, examines experimentation as a key mediating mechanism and incorporates latent need identification capability as a boundary condition.

Based on a multi-stage survey of digital new ventures, this study provides empirical evidence of an inverted U-shaped relationship between interaction orientation and innovation performance. When interaction becomes excessive, it generates diminishing returns—leading to information overload, resource strain, and decision-making fatigue due to redundant or conflicting user input. In addition, this study confirms the mediating role of experimentation, thus unpacking the black box of how user interaction drives innovation success. In dynamic and uncertain digital markets, experimentation enables ventures to iteratively test assumptions, validate MVP, and optimize product-market fit. Interaction orientation supplies the raw input—user insights and behavioral signals—while experimentation transforms this input into actionable innovation outcomes. Moreover, this study highlights the moderating effect of latent need identification capability, offering new insights into the conditions under which interaction orientation is most effective. Ventures with strong capabilities to detect unspoken, future-oriented user needs are more adept at filtering valuable signals from user interactions and translating them into focused experiments. The moderation analysis reveals that such ventures reach the optimal point of experimentation at lower levels of interaction orientation, suggesting that latent need identification sharpens the strategic value of firm-user interaction.

Theoretically, this study contributes in three key ways. First, this study clarifies the "double-edged sword" effect and underlying mechanism of interaction orientation on innovation performance in digital entrepreneurship contexts, offering a contextualized explanation to reconcile conflicting findings in existing literature. By focusing on the characteristics of digital entrepreneurship, this study provides both theoretical justification and empirical evidence for the inverted U-shaped effect of interaction orientation on innovation performance of digital new ventures. Second, this study uncovers the inverted U-shaped relationship between interaction orientation and experimentation, addressing the research gap on the antecedents of experimentation from the demand-side perspective. While prior studies have primarily explored the drivers of entrepreneurial experimentation from the supply side, the highly dynamic nature of user needs in digital contexts necessitates timely sensing and response to guide effective experimentation. This study demonstrates the positive effect of interaction orientation on experimentation in digital new ventures, thereby enriching the antecedent research of entrepreneurial experimentation in digital settings. Third, this study highlights the critical contingency role of latent need identification capability in digital entrepreneurship, expanding the boundary condition literature on interaction orientation. Enabled by digital technologies, digital new ventures are increasingly capable of capturing and interpreting user needs. In this context, the capability to identify latent needs serves as a crucial catalyst for realizing the benefits of interaction orientation, yet it remains underexplored in existing research.

Practically, this study highlights key innovation management strategies for digital new ventures. They should leverage digital technologies to interact deeply with users, personalize products and services, and predict latent needs through data analysis. They must remain agile by adjusting innovation directions based on market changes and iterating MVPs rapidly. At the same time, these new ventures should avoid excessive interaction that leads to information overload and resource dispersion. Prioritizing relevant user feedback, integrating information effectively, and allocating resources strategically are crucial for enhancing innovation performance in fast-changing digital environments.

, authors=Run-ping GUO, Zi-qing FENG, Peng LU, authorsList=Run-ping GUO, Zi-qing FENG, Peng LU, authorCompany=null, correspAuthors=Peng LU, authorNote=null, correspAuthorsNote=null, copyrightStatement=null, copyrightOwner=null, extLink=null, articleAbsUrl=null, sourceXml=null, magXml=null, pdfUrl=null, pdf=null, pdfFileSize=null, pdfExtLink=null, richHtmlUrl=null, mobilePdfUrl=null, reviewReport=null, pdfFirstPage=null, abstractGraph=null, abstractGraphContent=null, abstractVideo=null, citation=null, cebUrl=null, magXmlContent=null, mapNumber=null, fund=null), CN=ArticleExt(id=1318316498767171947, articleId=1318316497588572517, tenantId=1146029695717560320, journalId=1308397381743640680, language=CN, title=互动导向、试验与数字化新创企业创新绩效, columnId=1309226334996488408, journalTitle=科学学研究, columnName=创新探索, runingTitle=null, highlight=null, articleAbstract=

数字技术的快速发展为数字化新创企业采取互动导向提升创新绩效带来了新的机遇与挑战,然而现有研究对此缺乏关注。本研究基于精益创业理论,以试验为关键路径,探究互动导向对于数字化新创企业创新绩效的“双刃剑”效应及其机理。实证结果表明:互动导向与数字化新创企业创新绩效之间存在倒U型关系;试验在上述关系间具有中介传导作用;隐性需求识别能力在互动导向与试验的关系间具有调节作用。本研究基于数字创业情境揭示互动导向对创新绩效间的非线性作用机制,为解决相关研究争议提供了情境化的阐释,以试验为关键路径打开二者间作用机制的黑箱,从需求端视角弥补创业试验影响因素研究的不足,丰富了对于互动导向作用边界条件的理解。

, authors=郭润萍, 冯子晴, 陆鹏, authorsList=郭润萍, 冯子晴, 陆鹏, authorCompany=null, correspAuthors=陆鹏, authorNote=

郭润萍(1987-),女,教授。

冯子晴(1999-),女,博士研究生。

, correspAuthorsNote=
陆鹏(1998-),男,博士研究生,E-mail:。
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The appropriate test for a U-shaped relationship, refAbstract=null)], funds=[Fund(id=1318316503435432342, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, awardId=72572073, language=CN, fundingSource=国家自然科学基金资助项目(72572073), fundOrder=null, country=null), Fund(id=1318316503536095639, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, awardId=72072069, language=CN, fundingSource=国家自然科学基金资助项目(72072069), fundOrder=null, country=null), Fund(id=1318316503611593112, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, awardId=JJKH20241358SK, language=CN, fundingSource=吉林省教育厅人文社科研究重大项目(JJKH20241358SK), fundOrder=null, country=null)], companyList=[AuthorCompany(id=1318316498989470060, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, xref=null, ext=[AuthorCompanyExt(id=1318316499006247277, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, companyId=1318316498989470060, language=EN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=School of Business and Management, Jilin University, Changchun 130012, China), AuthorCompanyExt(id=1318316499018830190, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, companyId=1318316498989470060, language=CN, country=null, province=null, city=null, postcode=null, companyName=null, departmentName=null, remark=吉林大学商学与管理学院, 吉林长春 130012)])], figs=[ArticleFig(id=1318316502131003784, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=EN, label=Figure 1, caption=Theoretical model, figureFileSmall=ZLCuhp02runKPo8YtSRKOA==, figureFileBig=NaS5eL0y4UJY7ZmFHmrrmA==, tableContent=null), ArticleFig(id=1318316502189724041, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=CN, label=图1, caption=理论模型, figureFileSmall=ZLCuhp02runKPo8YtSRKOA==, figureFileBig=NaS5eL0y4UJY7ZmFHmrrmA==, tableContent=null), ArticleFig(id=1318316502382662026, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=EN, label=Figure 2, caption=Moderating effect plot, figureFileSmall=egoXCJBvQ65SkQvbmj8Ktw==, figureFileBig=4N8XoTU67AzDAAP4S3cBCg==, tableContent=null), ArticleFig(id=1318316502453965195, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=CN, label=图2, caption=调节作用图, figureFileSmall=egoXCJBvQ65SkQvbmj8Ktw==, figureFileBig=4N8XoTU67AzDAAP4S3cBCg==, tableContent=null), ArticleFig(id=1318316502546239884, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=EN, label=Table 1, caption=

Scale items and factor loadings

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变量 题项 因子载荷
互动导向
(IO)
我们可以察觉到每一个用户的需求与想法 0.758
我们可以满足每一个用户的需求与想法 0.723
我们可以对每一个用户的需求与想法进行系统分析 0.763
我们的系统可以记录每个用户的信息与数据 0.782
我们的系统可以识别每个用户的交易习惯等 0.778
我们的系统可以获得每个用户的消费习惯与信息等数据 0.835
我们的系统可以预测每个用户未来的交易趋势等数据 0.836
我们有渠道让每个用户都能与我们取得联系,对产品/服务进行评价与反馈 0.832
我们有渠道让用户之间进行充分沟通互动,对产品或服务进行评价、反馈和交流 0.842
我们有丰富且全面的渠道搜集用户对产品/服务的评价与反馈,并在之后改进 0.775
我们了解每个用户在过去的交易过程中所产生的利润 0.759
我们可以预测未来每个用户可能为我们产生的利润 0.761
我们能根据每个用户过去及未来产生的利润,判断要在其身上花费的时间及金钱 0.793
试验
(Exp)
我们尝试了很多种不同的产品/服务/商业模式 0.773
我们最终推向市场产品/服务与最初的设想差别很大 0.804
我们通过不断反复的试验调整我们的产品/服务/商业模式 0.806
隐性需求识别
能力
(ILN)
我们能够发现用户自己都没有意识到的需求 0.835
我们在用户难以表达其需求的领域找到了机会 0.843
我们与领先型用户密切合作,在大多数企业可能认识到客户的需求前识别出它们 0.835
我们了解当前市场的用户在未来会需要什么 0.844
创新绩效
(IP)
我们成功开发/推出了现有产品/服务 0.803
我们成功改善了现有产品/服务 0.826
我们成功开发/引进了新组织流程 0.865
我们成功改善了现有组织流程 0.833
我们成功采用了新的生产方法 0.869
我们成功开发了全新的商业模式,并成功运用 0.807
我们成功开拓了全新的市场 0.874
), ArticleFig(id=1318316502638514573, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=CN, label=表1, caption=

量表题项和因子载荷

, figureFileSmall=null, figureFileBig=null, tableContent=
变量 题项 因子载荷
互动导向
(IO)
我们可以察觉到每一个用户的需求与想法 0.758
我们可以满足每一个用户的需求与想法 0.723
我们可以对每一个用户的需求与想法进行系统分析 0.763
我们的系统可以记录每个用户的信息与数据 0.782
我们的系统可以识别每个用户的交易习惯等 0.778
我们的系统可以获得每个用户的消费习惯与信息等数据 0.835
我们的系统可以预测每个用户未来的交易趋势等数据 0.836
我们有渠道让每个用户都能与我们取得联系,对产品/服务进行评价与反馈 0.832
我们有渠道让用户之间进行充分沟通互动,对产品或服务进行评价、反馈和交流 0.842
我们有丰富且全面的渠道搜集用户对产品/服务的评价与反馈,并在之后改进 0.775
我们了解每个用户在过去的交易过程中所产生的利润 0.759
我们可以预测未来每个用户可能为我们产生的利润 0.761
我们能根据每个用户过去及未来产生的利润,判断要在其身上花费的时间及金钱 0.793
试验
(Exp)
我们尝试了很多种不同的产品/服务/商业模式 0.773
我们最终推向市场产品/服务与最初的设想差别很大 0.804
我们通过不断反复的试验调整我们的产品/服务/商业模式 0.806
隐性需求识别
能力
(ILN)
我们能够发现用户自己都没有意识到的需求 0.835
我们在用户难以表达其需求的领域找到了机会 0.843
我们与领先型用户密切合作,在大多数企业可能认识到客户的需求前识别出它们 0.835
我们了解当前市场的用户在未来会需要什么 0.844
创新绩效
(IP)
我们成功开发/推出了现有产品/服务 0.803
我们成功改善了现有产品/服务 0.826
我们成功开发/引进了新组织流程 0.865
我们成功改善了现有组织流程 0.833
我们成功采用了新的生产方法 0.869
我们成功开发了全新的商业模式,并成功运用 0.807
我们成功开拓了全新的市场 0.874
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Correlation analysis

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变量 Mean S.D. 1 2 3 4 5 6 7 8
IO 3.567 0.597 0.877
Exp 3.579 0.674 0.399** 0.821
IP 3.418 0.654 0.329** 0.542** 0.841
ILN 3.705 0.632 0.241** 0.183** 0.236** 0.851
Size 3.216 1.083 0.090 -0.019 -0.037 0.082
Age 5.640 1.853 -0.063 -0.108 0.061 -0.035 0.277**
Gen 0.200 0.404 0.002 -0.029 0.000 0.002 -0.119 -0.083
OT 0.827 0.379 0.095 0.011 0.159* 0.132* -0.047 0.093 0.004
IS 3.010 1.214 -0.002 -0.043 -0.037 -0.098 -0.114 0.056 0.083 -0.064
), ArticleFig(id=1318316502802092431, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=CN, label=表2, caption=

相关性检验

, figureFileSmall=null, figureFileBig=null, tableContent=
变量 Mean S.D. 1 2 3 4 5 6 7 8
IO 3.567 0.597 0.877
Exp 3.579 0.674 0.399** 0.821
IP 3.418 0.654 0.329** 0.542** 0.841
ILN 3.705 0.632 0.241** 0.183** 0.236** 0.851
Size 3.216 1.083 0.090 -0.019 -0.037 0.082
Age 5.640 1.853 -0.063 -0.108 0.061 -0.035 0.277**
Gen 0.200 0.404 0.002 -0.029 0.000 0.002 -0.119 -0.083
OT 0.827 0.379 0.095 0.011 0.159* 0.132* -0.047 0.093 0.004
IS 3.010 1.214 -0.002 -0.043 -0.037 -0.098 -0.114 0.056 0.083 -0.064
), ArticleFig(id=1318316502898561424, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=EN, label=Table 3, caption=

Confirmatory factor analysis (CFA)

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模型 χ2 df χ2/df CFI IFI RMSEA
CMV(IO、Exp、IP、ILN、CMV) 252.427 111 2.274 0.962 0.963 0.070
四因子(IO、Exp、IP、ILN) 281.622 129 2.183 0.959 0.959 0.068
三因子(IO、Exp、IP+ILN) 948.282 132 7.184 0.782 0.783 0.155
二因子(IO、Exp+IP+ILN) 1194.789 134 8.916 0.716 0.718 0.175
单因子(IO+Exp+IP+ILN) 1979.686 135 14.664 0.506 0.509 0.230
), ArticleFig(id=1318316502974058897, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=CN, label=表3, caption=

验证性因子分析

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模型 χ2 df χ2/df CFI IFI RMSEA
CMV(IO、Exp、IP、ILN、CMV) 252.427 111 2.274 0.962 0.963 0.070
四因子(IO、Exp、IP、ILN) 281.622 129 2.183 0.959 0.959 0.068
三因子(IO、Exp、IP+ILN) 948.282 132 7.184 0.782 0.783 0.155
二因子(IO、Exp+IP+ILN) 1194.789 134 8.916 0.716 0.718 0.175
单因子(IO+Exp+IP+ILN) 1979.686 135 14.664 0.506 0.509 0.230
), ArticleFig(id=1318316503057944978, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=EN, label=Table 4, caption=

Reliability and validity assessment

, figureFileSmall=null, figureFileBig=null, tableContent=
变量 VIF Cronbach’s α C.R. AVE
IO 1.28 0.954 0.930 0.769
Exp 1.59 0.861 0.861 0.674
IP 1.56 0.944 0.944 0.707
ILN 1.12 0.913 0.913 0.724
Size 1.16
Age 1.16
Gen 1.03
OT 1.07
IS 1.04
), ArticleFig(id=1318316503146025363, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=CN, label=表4, caption=

信效度检验

, figureFileSmall=null, figureFileBig=null, tableContent=
变量 VIF Cronbach’s α C.R. AVE
IO 1.28 0.954 0.930 0.769
Exp 1.59 0.861 0.861 0.674
IP 1.56 0.944 0.944 0.707
ILN 1.12 0.913 0.913 0.724
Size 1.16
Age 1.16
Gen 1.03
OT 1.07
IS 1.04
), ArticleFig(id=1318316503217328532, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=EN, label=Table 5, caption=

Hypothesis testing results

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模型1 模型2 模型3 模型4 模型5
变量 IP Exp IP IP Exp
IO 0.155* 0.249** 0.052 0.223**
(0.070) (0.071) (0.065) (0.075)
IO2 -0.328** -0.320** -0.197** -0.325**
(0.057) (0.058) (0.055) (0.073)
Exp 0.522** 0.411**
(0.051) (0.057)
ILN 0.270**
(0.073)
IO×ILN -0.404**
(0.101)
IO2×ILN -0.216**
(0.078)
Age 0.034 -0.025 0.047* 0.044* -0.022
(0.021) (0.021) (0.019) (0.019) (0.020)
Size -0.035 -0.006 -0.040 -0.033 0.001
(0.036) (0.036) (0.033) (0.033) (0.035)
Gen -0.010 -0.069 0.049 0.018 -0.129
(0.092) (0.093) (0.086) (0.084) (0.089)
OT 0.203* -0.045 0.235** 0.221* -0.142
(0.097) (0.099) (0.090) (0.088) (0.095)
IS 控制 控制 控制 控制 控制
Constant 3.283** 3.828** 1.188** 1.710** 3.886**
(0.198) (0.201) (0.258) (0.282) (0.191)
R2 0.255 0.275 0.341 0.385 0.362
Adjusted R2 0.225 0.246 0.318 0.358 0.328
F 8.51** 9.43** 14.40** 14.11** 10.72**
), ArticleFig(id=1318316503305408917, tenantId=1146029695717560320, journalId=1308397381743640680, articleId=1318316497588572517, language=CN, label=表5, caption=

假设检验

, figureFileSmall=null, figureFileBig=null, tableContent=
模型1 模型2 模型3 模型4 模型5
变量 IP Exp IP IP Exp
IO 0.155* 0.249** 0.052 0.223**
(0.070) (0.071) (0.065) (0.075)
IO2 -0.328** -0.320** -0.197** -0.325**
(0.057) (0.058) (0.055) (0.073)
Exp 0.522** 0.411**
(0.051) (0.057)
ILN 0.270**
(0.073)
IO×ILN -0.404**
(0.101)
IO2×ILN -0.216**
(0.078)
Age 0.034 -0.025 0.047* 0.044* -0.022
(0.021) (0.021) (0.019) (0.019) (0.020)
Size -0.035 -0.006 -0.040 -0.033 0.001
(0.036) (0.036) (0.033) (0.033) (0.035)
Gen -0.010 -0.069 0.049 0.018 -0.129
(0.092) (0.093) (0.086) (0.084) (0.089)
OT 0.203* -0.045 0.235** 0.221* -0.142
(0.097) (0.099) (0.090) (0.088) (0.095)
IS 控制 控制 控制 控制 控制
Constant 3.283** 3.828** 1.188** 1.710** 3.886**
(0.198) (0.201) (0.258) (0.282) (0.191)
R2 0.255 0.275 0.341 0.385 0.362
Adjusted R2 0.225 0.246 0.318 0.358 0.328
F 8.51** 9.43** 14.40** 14.11** 10.72**
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互动导向、试验与数字化新创企业创新绩效
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郭润萍 , 冯子晴 , 陆鹏
科学学研究 | 创新探索 2026,44(7): 1490-1500
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科学学研究 |创新探索 2026 , 44 (7) : 1490 -1500
互动导向、试验与数字化新创企业创新绩效
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郭润萍, 冯子晴, 陆鹏
作者信息
  • 吉林大学商学与管理学院, 吉林长春 130012
通讯作者:
陆鹏(1998-),男,博士研究生,E-mail:。
作者简介:

郭润萍(1987-),女,教授。

冯子晴(1999-),女,博士研究生。

Interaction orientation, experimentation and innovation performance in digital new ventures
Run-ping GUO, Zi-qing FENG, Peng LU
Affiliations
  • School of Business and Management, Jilin University, Changchun 130012, China
出版时间: 2026-07-15
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数字技术的快速发展为数字化新创企业采取互动导向提升创新绩效带来了新的机遇与挑战,然而现有研究对此缺乏关注。本研究基于精益创业理论,以试验为关键路径,探究互动导向对于数字化新创企业创新绩效的“双刃剑”效应及其机理。实证结果表明:互动导向与数字化新创企业创新绩效之间存在倒U型关系;试验在上述关系间具有中介传导作用;隐性需求识别能力在互动导向与试验的关系间具有调节作用。本研究基于数字创业情境揭示互动导向对创新绩效间的非线性作用机制,为解决相关研究争议提供了情境化的阐释,以试验为关键路径打开二者间作用机制的黑箱,从需求端视角弥补创业试验影响因素研究的不足,丰富了对于互动导向作用边界条件的理解。

互动导向  /  试验  /  隐性需求识别能力  /  创新绩效  /  数字创业

Digital technologies have brought profound transformations to the entrepreneurial activities, particularly by enabling new forms of firm-user interactions. Interaction orientation—a firm's strategic tendency to interact with and learn from users—has been increasingly recognized as a key enabler of innovation, its effectiveness remains context-dependent and underexplored in digital entrepreneurial settings. Prior research often highlights its linear benefits while overlooking potential drawbacks and the mechanisms through which it operates. This gap is especially salient in the context of digital entrepreneurial, where uncertainty and limited resources make decisions more complex. This study draws upon the Lean Startup Theory and investigates the “double-edged sword” effect of interaction orientation on innovation performance in digital new ventures, examines experimentation as a key mediating mechanism and incorporates latent need identification capability as a boundary condition.

Based on a multi-stage survey of digital new ventures, this study provides empirical evidence of an inverted U-shaped relationship between interaction orientation and innovation performance. When interaction becomes excessive, it generates diminishing returns—leading to information overload, resource strain, and decision-making fatigue due to redundant or conflicting user input. In addition, this study confirms the mediating role of experimentation, thus unpacking the black box of how user interaction drives innovation success. In dynamic and uncertain digital markets, experimentation enables ventures to iteratively test assumptions, validate MVP, and optimize product-market fit. Interaction orientation supplies the raw input—user insights and behavioral signals—while experimentation transforms this input into actionable innovation outcomes. Moreover, this study highlights the moderating effect of latent need identification capability, offering new insights into the conditions under which interaction orientation is most effective. Ventures with strong capabilities to detect unspoken, future-oriented user needs are more adept at filtering valuable signals from user interactions and translating them into focused experiments. The moderation analysis reveals that such ventures reach the optimal point of experimentation at lower levels of interaction orientation, suggesting that latent need identification sharpens the strategic value of firm-user interaction.

Theoretically, this study contributes in three key ways. First, this study clarifies the "double-edged sword" effect and underlying mechanism of interaction orientation on innovation performance in digital entrepreneurship contexts, offering a contextualized explanation to reconcile conflicting findings in existing literature. By focusing on the characteristics of digital entrepreneurship, this study provides both theoretical justification and empirical evidence for the inverted U-shaped effect of interaction orientation on innovation performance of digital new ventures. Second, this study uncovers the inverted U-shaped relationship between interaction orientation and experimentation, addressing the research gap on the antecedents of experimentation from the demand-side perspective. While prior studies have primarily explored the drivers of entrepreneurial experimentation from the supply side, the highly dynamic nature of user needs in digital contexts necessitates timely sensing and response to guide effective experimentation. This study demonstrates the positive effect of interaction orientation on experimentation in digital new ventures, thereby enriching the antecedent research of entrepreneurial experimentation in digital settings. Third, this study highlights the critical contingency role of latent need identification capability in digital entrepreneurship, expanding the boundary condition literature on interaction orientation. Enabled by digital technologies, digital new ventures are increasingly capable of capturing and interpreting user needs. In this context, the capability to identify latent needs serves as a crucial catalyst for realizing the benefits of interaction orientation, yet it remains underexplored in existing research.

Practically, this study highlights key innovation management strategies for digital new ventures. They should leverage digital technologies to interact deeply with users, personalize products and services, and predict latent needs through data analysis. They must remain agile by adjusting innovation directions based on market changes and iterating MVPs rapidly. At the same time, these new ventures should avoid excessive interaction that leads to information overload and resource dispersion. Prioritizing relevant user feedback, integrating information effectively, and allocating resources strategically are crucial for enhancing innovation performance in fast-changing digital environments.

interaction orientation  /  experimentation  /  latent need identification capability  /  innovation performance  /  digital entrepreneurship
郭润萍, 冯子晴, 陆鹏. 互动导向、试验与数字化新创企业创新绩效. 科学学研究, 2026 , 44 (7) : 1490 -1500 .
Run-ping GUO, Zi-qing FENG, Peng LU. Interaction orientation, experimentation and innovation performance in digital new ventures[J]. Studies in Science of Science, 2026 , 44 (7) : 1490 -1500 .
“消费者和企业交互的载体、渠道、方式都发生了改变……用户成为产销者,能参与设计产品”。数智时代,产品由企业独创转向与用户共创,用户需求成为创新的重要指引[1]。数字化新创企业具有先动优势,组织结构相对扁平和非正式化,试错成本较低,具有较强的学习能力和敏捷性[2],因此更善于接触用户并快速反应。并且,数字技术特征,即可重新编程性、自生性、开放性和数据同质化[3,4]促使这类企业更易于与用户互动并从中学习、调整创新方向。因此,与用户互动成为数字化新创企业实现低成本、高效率创新的关键。
互动导向是企业与用户互动从中获利的战略方针[5,6]。相比于传统情境,数字技术的特征催生了全新的互动方式[7],其开放性为数字化新创企业与多样化的用户接触并互动提供丰富的机会,促使其从用户广泛地分享、交流中获取大量信息[8,9];数据同质化、可重新编程性、自生性使得互动带来的信息可以被快速分析整理[3],从而获得了低成本的创新指导,充分利用有限的资源[10]。但是过强的互动也会带来冗余的信息,对创新产生负面影响[11]。筛选、分析并利用这些信息需要消耗大量的资源,数字化新创企业由于缺乏资源编排与管理的经验和能力,可能会投入过多的资源用于信息和数据的处理,而导致后期创新实践时无资源可用。其次,过量的信息也带来了过多的选择,资源储备不足的数字化新创企业若将有限的资源分布在了过多的选择之中,则会造成其在核心创新方向上投资不足[12]。第三,用户的观点往往具有局限性[13],过度依赖也可能误导企业决策。因此,数字创业情境下互动导向对于创新绩效的影响可能是一把“双刃剑”。
根据精益创业理论,数字化新创企业应推出低成本且基本功能齐全的最小化可行产品,通过试验对不同的迭代路径进行可行性分析[14]。数字情境下,用户需求变得千人千面和一人千变,互动导向成为数字化新创企业有效地开展试验的关键动因。互动导向所获取的信息可以通过试验被更好地筛选、利用和落实,从而帮助数字化新创企业提升创新绩效。因此,试验可能是互动导向对数字化新创企业创新绩效产生“双刃剑”效应的中介。
虽然互动导向帮助数字化新创企业获取了大量的用户信息与数据,但能否对其有效吸收则取决于隐性需求识别能力[15]。数字技术赋能下,隐性需求识别能力强的数字化新创企业能够更好地吸收通过互动导向获取的信息,从而更快地推动试验效果达到峰值[16]。综上,基于精益创业理论,本研究将深入探究互动导向、试验与数字化新创企业创新绩效间的作用机制。
互动导向作为企业与用户互动并从中获利的战略方针,有助于帮助企业获取信息和资源、提升能力[5,6]。现有研究对于互动导向与创新间关系存在争议,一些学者从能力、知识、资源等不同视角论证并检验了互动导向对企业创新具有线性的积极影响[6,17],但也有学者发现二者之间存在倒U型关系[18],这种分歧产生的原因可能源于对互动导向作用的情境考虑不足。
数字技术使得企业与用户互动的形式和特征发生变化[9]。一方面,互动的广度显著提升。随着各类数字平台、生态系统以及开源数据库的兴起,与用户互动的方式不再局限于面对面、电话、短信等形式的访谈,而是可以借助淘宝、微博、阿里云等广泛的数字手段与用户直接进行互动,链接现有、潜在用户的已有、潜在需求,以更快的速度获取受众更加广泛、更丰富的知识[9,11,19]。此外,在大数据、人工智能等的赋能下,即使用户并未主动参与互动,其消费数据(如消费偏好、购买力等)也可被收集并利用,这也使得数字化新创企业更便捷地扩展知识储备,快速拉近其与在位企业之间的差距。另一方面,互动的深度显著提升。在云计算等技术的帮助下,企业可以将互动所获得的信息进行可视化地分析,形成描述性(理解用户的特征及行为)、预测性(预测未来用户的需求及行为变化)和规定性(模拟各商业活动可能带来的结果)的数据分析[20],使得经验不足的新创企业不再受能力与思维的局限,也可以了解、预测未来市场需求变化[21]。此外,这类企业也可以借助人工智能等技术(如ChatGPT),通过互动引导用户表达,驱动其深度思考,使其观点在互动的过程中由浅入深,从而发掘尚未被发现的需求。综上,数字创业情境下的企业与用户互动展现出了全新的特征,对该情境下企业通过与用户互动进行商业创新活动的机制亟待从不同视角展开探讨。
数字情境下新创企业的创新活动展现出了全新的特征。首先,数字技术的开放性和数据同质化降低了创新活动的门槛和成本,使得这类企业可以低成本高效率地拉近与在位企业的距离。其次,动态的市场环境使得结构扁平且具有较强的灵活性和学习能力的数字化新创企业可以借助数字技术的开放性等特征与用户有效互动[2],随时根据市场变化调整战略方针,敏捷部署,实现创新。第三,数字技术的自生性、可重新编程性使得创新实践可以发生在产品的全生命周期[4],因此新创企业即使缺少资源与经验也可进行小成本地试错,前期投资不足依旧可以走向市场。在此情境下,新创企业如何把握数字机遇,摆脱资源、经验限制,发挥自身优势是其实现创新绩效提升的关键挑战。
精益创业理论基于新创企业特征,认为这类企业应尽可能与用户共同形成价值主张,通过推出最小化可行产品(MVP)进行验证性学习,也就是试验[14,22],从而降低成本与风险。试验是短时间内从不同维度进行试错学习的过程[10]。抗风险能力较弱的新创企业通过MVP将创新过程分解为无数个细小的步骤,通过逐步试验实现投资与风险的分散管理[23]。在此过程中,新创企业可以充分发挥其敏捷优势,根据反馈迅速迭代优化,直至与用户需求完美契合[14]。
数字技术的不断发展使得创业试验呈现出新的特征[24]。一方面,云计算等技术以及数据同质化的特征可以帮助企业自动分析每条创新路径可能带来的结果、风险、成本等信息[20],使得抗风险能力弱且受经验、资源限制的新创企业可以更准确地选择创新路径。另一方面,数字技术的可重新编程性、自生性使得产品的内容与媒介、功能与形式分离[4,25],即使产品/服务或商业模式已投入市场,仍可以实现无限次的迭代[4],为敏捷性强但可能前期无法获取足够投资的新创企业实现持续创新提供了机会。综上,精益创业理论所强调的需求导向的试验是实现数字化新创企业创新的重要方法论。然而,现有学者主要从供给端角度探讨了创业团队内部知识、资源、经验及外部环境如科技发展等因素对创业试验的影响[26,27],鲜有研究从需求端视角对其驱动因素展开深入的探索和实证检验。
数字技术拓展了企业-用户互动的广度与深度,使数字化新创企业能低成本、快速获取丰富的信息[19],构建更全面的用户与市场画像,为创新活动提供知识支撑[7],并发掘更多创新机会[9,11];互动深度的提升使数据更易被快速分析与可视化,从而降低创新决策的时间、成本与风险[20]。尽管互动导向在数字技术催化下能更好地指导创新实践,但若过度依赖,信息泛滥反而可能干扰资源配置,削弱创新绩效[11]。一方面,对于资源受限的新创企业而言,筛选与分析信息与数据的成本相对较高[11],过度互动使得其即使积累了大量的信息,也会在应用阶段由于资源不足而无法将其转化为真正的创新产出[21]。另一方面,对于这些资源与经验均有限的企业而言,为多条潜在路径定制研发、营销与上市策略面临巨大的压力,容易分散聚焦,影响核心产品落地[12,21]。此外,数字技术拓宽了用户表达渠道,但用户提出的创新建议多基于既有产品或个人场景,缺乏普适性与前瞻性[13],若盲目信赖用户反馈,易使抗风险能力弱的数字化新创企业误判趋势、误投资源,增加创新成本与风险[21]。
H1:互动导向与数字化新创企业创新绩效之间存在倒U型关系。
相比于固守初始想法,不断通过试验调整其创新策略的新创企业更容易取得成功[28]。在数字情境下,互动的广度与深度显著提升了试验的效率与效果:互动导向带来的丰富信息为试验提供了更多样化的机会与选择[11,21],对这些信息的深度处理则有助于明确各类试验路径的可行性、风险性与回报率[9,19],从而提升试验质量[10]。然而,数字技术的便利性也可能导致企业对互动的过度依赖。对于资源有限、缺乏管理经验的数字化新创企业而言,互动过度所带来的信息冗余会在前期信息处理阶段消耗大量资源,导致试验阶段资源匮乏[21]。尽管信息丰富有助于拓展试验路径,但也可能造成资源分散,尤其是数字化新创企业资源匮乏,必须物尽其用[12]。此外,若过度依赖用户需求信息,企业的独立判断力可能削弱,导致试验的方向偏离真正的市场趋势[21]。
H2:互动导向与数字化新创企业试验间存在倒U型关系。
数字时代下市场需求变化不断加快,试验是企业生存和发展的重要战略[29]。由于数字化新创企业结构扁平、灵活性较强[2],在数字技术的赋能下能够更高效地开展试验:试验通过将创新过程拆解为小而可控的步骤,使企业能以较低成本推出MVP,快速验证创新假设是否契合市场需求,借助分步试错控制投资风险,不断优化创新策略[23],规避了其抗风险能力较弱的劣势,实现有限资源的高效利用。其次,数字技术的可重新编程性与自生性赋予了试验全生命周期迭代的特性。即便产品已进入市场,这些企业仍可利用数字工具分析不同创新路径的效果与风险,进行多轮次试验,从而动态适应用户需求变化[1,22],从而具备持续性的竞争优势。
H3:试验促进数字化新创企业创新绩效的提升。
成功的数字化新创企业往往善于利用数字技术的特征与用户进行广泛且深入的互动,从中获取大量的信息、数据,并对其进行深度处理与分析,从而更好地识别创新机会[5,19,21]。然而,这些企业即使通过互动导向提升了信息储备,若不能将其充分消化吸收并付诸实践,所谓的创新战略也只是“纸上谈兵”[22]。根据精益创业理论,试验是数字化新创企业低成本地将信息转化为实践的重要途径,大量的信息与数据在不断试验的过程中被有效筛选,从而达到“取其精华,去其糟粕”的效果;而被深入处理后的具有针对性、指导性的数据则在试验的过程中被落实,转化为具体的创新实践,从而实现创新绩效的提升。在市场环境快速变化的数字时代,创新实践往往是动态的、非线性的,需要分步探索,逐步迭代。采取互动导向所获取的信息为数字化新创企业开展分步试验提供参考和指导,试验将虚拟的数据转化为实际的创新产出,帮助其提升创新绩效。
H4:试验在互动导向与数字化新创企业创新绩效关系间具有中介作用。
研究指出,创新机会往往来源于那些用户无法清楚表达的、潜在的隐性需求[15],准确感知、吸收并将其转化为具体可行的试验路径的过程不可避免地受到企业隐性需求识别能力的影响。数字技术的快速发展为数字化新创企业挖掘用户的隐性需求带来了更多的便利[2],使得互动导向与试验之间曲线关系背后存在的潜在正向线性机制被强化[16],即当这些企业对于互动导向依赖程度在合理范围内时,隐性需求识别能力强的数字化新创企业采取互动导向将更好地指导试验,使其效果更快达到峰值。具体而言,隐性需求识别能力的提升在某种程度上意味着数字化新创企业从互动导向中所获得的信息被更充分、彻底的吸收[15],这些企业可以基于已有的信息识别出更多的创新机会,即使资源与经验储备不足,也可以为试验提供更多的选择与指导。相反,若隐性需求识别能力较弱,企业则难以通过互动导向获取足够的用户需求信息,可能错失市场需求演变的潜在信号,从而错过试验窗口期,抑制互动导向对数字化新创企业试验间的积极影响。
H5:隐性需求识别能力调节互动导向与数字化新创企业试验之间的关系。
综上,本研究的理论模型如图1所示:
本研究的研究对象为中国数字化新创企业,限制调研企业的成立年限为8年以内[30]。根据《中国数字经济发展白皮书》,选取来自电子信息、互联网、软件等领域且利用数字技术驱动商业活动的数字化新创企业为调研对象。参考中国区域创新创业指数,选取上海市、北京市等活跃度较高的区域,江苏省、浙江省等活跃度中等的区域,以及吉林省等活跃度较低的区域作为调研区域。在正式调研前通过电话、微信等方式联系受访者,介绍调研目的,确定调研意愿。向每个企业发放至少2份问卷,由至少2位成员背对背填写,以提升结果准确性。
第一轮调研时间为2023年1月至8月。(1)线下收集:对154家企业开展调研,获取问卷379份。(2)线上收集:通过微信、邮件发送问卷,获取168份。第一轮调研有效问卷共260份,其中,70.4%的企业成立时间为4-8年,剩余企业成立时间均在4年以内;82.3%的企业拥有在职员工数量小于50人;82.7%为非国有企业;企业主要集中于电子信息行业,占比为40.0%。(3)第二轮调研:考虑到互动导向和试验效果可能存在滞后效应,于2024年6月对已受访企业进行二次调研(T+1),获得161份有效问卷,并将其作为本研究稳健性检验的一部分。
本研究采用双向翻译法对来源于国外的量表进行翻译与校对,直到中英文版本无明显差异。为保证题项所测量内容与研究内容一致,邀请了不同学科成员对量表进行解读。正式调研前,对50家数字化新创企业进行了预调研,根据结果修订问卷。问卷设计为Likert5点量表,1表示完全不符合,5表示完全符合,变量测量如表1所示。(1)自变量:互动导向。借鉴Ramani和Kumar的研究,共包含13个题项[5]。(2)中介变量:试验。借鉴Chandler[31]和Lopez-Nicolas[27]开发的量表,形成3个题项。(3)调节变量:隐性需求识别能力。借鉴Bao[15]的研究,共包含4个题项。(4)结果变量:创新绩效:借鉴相关研究[28,32],共包含7个题项。(5)控制变量:根据已有研究,选取企业规模(Size)、企业年龄(Age)、创始人性别(Gen)、产权类型(OT)和细分行业类型(IS)。
(1)相关性分析
相关性检验如表2所示,主要变量间均存在显著的相关关系(p < 0.01),且所有相关系数均小于 0.6,初步判断不存在严重的多重共线性问题。
(2)共同方法偏差检验
本文采用Harman单因素检验进行共同方法偏差检验,结果显示4个因子的特征根值均大于1,且第一个因子能解释总变异量小于临界值40%。采用AMOS 27.0进行共同方法偏差检验,四因子模型中每个测量项仅加载到各自的理论潜变量上,CMV共同方法因子模型中每个测量项被允许同时加载到对应的潜变量和一个附加的共同方法因子上,该共同方法因子被限制为与其他因素不相关。如表3所示,与四因子模型相比,拟合指标没有明显改善,其中Δχ2/df = 0.091,ΔCFI = 0.003,ΔIFI = 0.004,低于0.1的临界值,ΔRMSEA = 0.002,低于0.05的临界值。因此,本研究共同方法偏差不严重。
(3)信效度检验
如表4所示,本研究各变量的Cronbach’s α系数大于0.7,信度较好;由于所有测量项在已有成熟量表的基础上改编而成,内容效度较好;验证性因子分析表明,因子载荷大于0.7,CR值大于0.8,AVE值大于0.5,聚合效度较好;AVE平方根均大于变量间相关系数,区分效度较好;VIF值小于3,不存在严重的多重共线问题。
(4)假设检验
如表5所示,模型1表明IO2对IP有显著负向影响,支持假设H1。模型2说明IO2对Exp有显著负向影响,支持假设H2。模型3表明Exp对IP有显著正向影响,支持假设H3。结合模型2、3、4可知,Exp在IO与IP关系间起中介作用,支持假设H4。模型5显示IO2与ILN的交互项对试验有显著负向影响。随着ILN的增加,IO与Exp间的倒U型关系变陡,支持假设H5(见图2)。
(5)稳健性检验
为保证分析结果的稳健性,本研究从以下三方面进行了检验:首先,本研究采用Lind和Mehlum推荐的三步检验法对倒U型关系进行检验[33]。以互动导向与创新绩效的倒U型关系为例:①二次项(IO2)的系数为负且显著(IP=-0.328,p<0.01。②XL点(IO区间左端点)的斜率为负且显著(Slope = 1.840, p < 0.01,XH点(IO区间右端点)的斜率为负且显著(Slope = -0.786, p < 0.01。③转折点以及其95%置信区间均处于变量取值范围内(转折点 = 3.802,95%置信区间 [3.589,4.150],上述结果证实二者存在倒U关系。同理,互动导向与探索式试验之间的倒U关系也通过检验,研究假设成立。其次,基于偏最小二乘结构方程模型(PLS-SEM)对理论模型进行再次验证,与原检验结果基本一致。最后,由于IO、Exp与IP之间的作用效果可能存在滞后效应,本研究将第二轮调研数据纳入回归分析,其结果与主分析结论基本一致①(①限于篇幅,本部分未呈现详细数据分析结果,如有需要请联系作者。)。
本研究基于精益创业理论,深入揭示数字创业情境下互动导向与试验、创新绩效之间的非线性作用机制。实证研究结果表明:互动导向与数字化新创企业创新绩效之间存在倒U型关系,试验在其中发挥中介作用,同时隐性需求识别能力对互动导向与试验关系具有调节作用。
本研究的理论贡献主要体现为三方面:其一,阐明了数字创业情境下互动导向对创新绩效的“双刃剑”效应和机制,为解决相关研究争议提供情境化阐释。现有研究关于互动导向与创新间的关系存在争议的原因可能源自对互动导向作用情境的关注不足。本研究基于数字创业情境特征,为互动导向对数字化新创企业创新绩效的非线性作用提供了理论分析和实证证据,并以试验为中介路径打开二者间作用机制的黑箱;其二,剖析了互动导向与试验的倒U型关系,从需求端视角弥补了试验前因研究的不足。现有学者主要从供给端角度探讨了创业试验的驱动因素[26,27]。而在数字情境下,用户需求瞬息万变,若无法及时捕捉和响应需求,将难以指导创业试验。因此,本研究从需求端视角出发,验证了互动导向对数字化新创企业试验的积极影响,从而深化数字情境下创业试验的前因研究。其三,提出了数字创业情境下隐性需求识别能力的重要权变作用,拓展了互动导向作用边界条件的研究。数字技术赋能数字化新创企业去捕捉和理解用户需求[2],这使得隐性需求识别能力成为互动导向发挥作用的重要催化剂,然而少有研究关注。因此,本研究分析并验证了隐性需求识别能力在互动导向与数字化新创企业试验关系间的调节作用,丰富了对互动导向作用边界条件的理解。
本研究仍然存在一些局限性,也为未来研究提供了有价值的方向。首先,本研究仅关注了隐性需求识别能力对互动导向与试验关系间的权变作用,而忽略了环境因素。未来研究可以探索企业内外部环境因素,如市场动荡性、创新氛围等在关键变量关系间的权变作用,以丰富相关研究发现。其次,本研究仅通过面向数字化新创企业的预调研对现有成熟量表题项进行相应的修订,未来研究可以深度结合数字情境开发创新绩效测量题项。第三,本研究以数字化新创企业为样本进行实证检验,未来研究可以结合已建企业内部创业的样本对变量间关系进行对比分析,以拓展相关研究。
本研究对数字化新创企业的创新管理实践具有重要启示意义。首先,数字化新创企业应借助数字技术的优势,通过互动导向广泛且深入地与用户进行互动,注重个性化管理、数据库的建立以及潜在需求、机会的预测。例如,企业可以通过在微博、小红书等各大社交媒体及娱乐平台建立官方账号,维持原有用户粘性的同时拓展新的用户群体,借助以腾讯云、阿里云等为代表的云计算公司,通过对市场以及用户数据的掌握和分析,更加准确地预测未来发展趋势,提升产品创新绩效;其次,数字化新创企业应善于利用数字技术的优势和特点,如可重新编程性、自生性等,根据不断变化的市场需求随时调整创新方向、流程,注重MVP的开发与迭代,将通过互动导向所收集来的信息落地于商业模式和产品/服务试验。例如,微信、淘宝等成熟且领先的App自发布以来均经历了数百次更新,随时根据用户及市场变化调整其产品的主要功能及特点;最后,在快速变化的数字环境中,数字化新创企业应警惕互动过度带来的管理负担,避免因信息冗余和资源分散而削弱创新效率。这些企业应注重对信息的筛选与整合,聚焦于真正具有普适性和前瞻性的需求,避免被用户的想法误导决策,同时应设立明确的资源分配优先级,为关键试验环节预留核心资源。
  • 国家自然科学基金资助项目(72572073)
  • 国家自然科学基金资助项目(72072069)
  • 吉林省教育厅人文社科研究重大项目(JJKH20241358SK)
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  • 接收时间:2025-04-22
  • 首发时间:2026-10-17
  • 出版时间:2026-07-15
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  • 收稿日期:2025-04-22
  • 修回日期:2025-08-04
基金
国家自然科学基金资助项目(72572073)
国家自然科学基金资助项目(72072069)
吉林省教育厅人文社科研究重大项目(JJKH20241358SK)
作者信息
    吉林大学商学与管理学院, 吉林长春 130012

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陆鹏(1998-),男,博士研究生,E-mail:。
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