Impacts of User Personality Traits on Their Contributions in Idea Implementation: A Moderated Mediation Model

Abstract

In the realm of open innovation, users have emerged as a significant external source of innovation that enterprises cannot afford to overlook. Implemented ideas play a pivotal role in driving the iterative innovation of products within enterprises. However, the existing literature still lacks an exploration of specific impact mechanisms on contributions in idea implementation. This study presents a model that delineates the impact of user personality traits on idea implementation contributions, drawing upon theories such as personality trait theory, user engagement perspective, and trait activation theory. Empirical research was carried out by utilizing user data obtained from the Chinese high-tech company Xiaomi’s MIUI community. Personality trait indicators were developed through the application of text mining and machine learning techniques. To evaluate the models, a negative binomial regression model, which is well-suited for handling discrete data, was employed. The findings of this study indicate that user openness and conscientiousness positively influence their idea implementation contribution, whereas neuroticism has a negative impact on implementation contribution. Additionally, it is observed that user engagement plays a partial mediating role in the relationship between openness, conscientiousness, neuroticism, and idea implementation contribution. Community incentives can positively moderate the impact of user engagement on the relationship between conscientious personality and idea implementation contribution. This study expands the analysis of the impact mechanism of user idea implementation contributions, which has important theoretical guidance and practical implications for accurately identifying leading users in open innovation communities and enhancing user innovation contributions.