Abstract
While users may be an important source of innovation, and even of entrepreneurship, we know little about the exact psychological mechanism that underpins user innovators' transition to user entrepreneurship (UE). In this study, we focus on user innovators' communitarian identity, which is a stable mindset that values the personalized bonds with a user community. Based on the theory of planned behavior, we hypothesize how this identity affects user innovators' intention regarding UE. We use survey data from 139 user innovators to show that user innovators' communitarian identity strengthens their subsequent attitudes, subjective norms, and perceived behavior control (PBC) regarding UE, and that the attitudes and PBC in turn strengthen their intentions to pursue UE. The findings highlight the direct effect of the communitarian identity on user innovators’ evaluation of UE and its indirect effect on their intention. They also provide insights into the individual factor that alleviates the lack of commercialization of user innovation.
Originalsprog | Engelsk |
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Artikelnummer | e00414 |
Tidsskrift | Journal of Business Venturing Insights |
Vol/bind | 20 |
Antal sider | 13 |
DOI | |
Status | Udgivet - 2023 |
Bibliografisk note
Funding Information:The first author would like to thank Jeroen J. P. de Jong. The earlier discussion with him benefits the first author to come up with the idea of this study. This study is financially supported by Ministry of Education of the People's Republic of China (project no. 21XJC630015) and Ministry of Science and Technology of the People's Republic of China (project no. DL2022035001L).
Publisher Copyright:
© 2023