在总结企业实践和回顾国内外研究文献的基础上,将顾客参与模式操控为加法模式和减法模式,将调节聚焦操控为促进聚焦和防御聚焦,基于B2C情境构建出顾客参与模式、调节聚焦、顾客创造力、产品新颖性之间影响关系的理论模型,据此提出具体研究假设。以高校在校学生为实验对象的分析结果显示：顾客参与模式和调节聚焦交互对顾客创造力、产品新颖性的直接影响具有统计显著性,顾客创造力在顾客参与模式和调节聚焦交互影响产品新颖性的关系中存在着中介效应。

Based on summarizing enterprise practices and reviewing research literatures at home and abroad, manipulating customer participation mode into addition mode and subtraction mode, manipulating regulatory focus into promotion focus and prevention focus, the paper establishes the theoretical model of influential relationships among customer participation mode, regulatory focus, customer creativity and product novelty on the basis of B2C context and then proposes specific research hypotheses. Analysis results sampling students in the university as experimental objectives show that, direct impacts of the interaction between customer participation mode and regulatory focus on customer creativity and product novelty are statistically significant. Customer creativity has mediating effects of the impact of the interaction between customer participation mode and regulatory focus on product novelty.

教育部人文社会科学研究规划基金：顾客参与影响企业自主创新能力的实证分析：R&D/营销界面管理和协同创新的调节效应（13YJA630040）；江苏高校“青蓝工程”中青年学术带头人培养对象资助项目；南京工业大学“社科研究基地”资助项目：高等教育与全球化（拓展）研究基地（SKJD002）