Résumés
Résumé
Cette recherche examine les communautés virtuelles purement sociales et leurs membres créatifs, notamment les Lead-users (Lu) et Leaders d’opinion (Lo), considérés respectivement comme innovateurs et diffuseurs d’innovation. L’étude vise à identifier les caractéristiques des profils créatifs dans ces communautés pour mieux les mobiliser dans l’innovation utilisateur. Deux études ont été menées sur trois communautés de consommateurs : une étude quantitative par auto-évaluation (225 participants) et une étude qualitative par netnographie. Les résultats confirment la rareté des Lead-users et montrent que leur profil est étroitement lié à celui des Leaders d’opinion. Ces conclusions offrent des perspectives théoriques et managériales pour exploiter ces profils dans le processus d’innovation.
Mots-clés :
- communautés virtuelles sociales,
- innovation ouverte,
- innovation utilisateur,
- lead-user,
- leader d’opinion,
- netnographie,
- auto-évaluation par questionnaire
Abstract
This research examines purely social virtual communities and their creative members, particularly Lead-users (Lu) and Opinion Leaders (Lo), seen respectively as innovators and disseminators of innovation. The study aims to identify the characteristics of creative profiles within these communities to better leverage them in user innovation. Two studies were conducted on three consumer communities: a quantitative study using self-assessment (225 participants) and a qualitative study through netnography. The results confirm the scarcity of Lead‑users and show that their profile is closely linked to that of Opinion Leaders. These findings provide theoretical and managerial perspectives for leveraging these profiles in the innovation process.
Keywords:
- social virtual communities,
- open innovation,
- user innovation,
- lead-user,
- opinion leader,
- netnography,
- self-assessment by questionnaire
Resumen
Esta investigación examina comunidades virtuales puramente sociales y sus miembros creativos, en particular los Lead-users (Lu) y los Líderes de Opinión (Lo), considerados respectivamente como innovadores y difusores de innovación. El estudio tiene como objetivo identificar las características de los perfiles creativos en estas comunidades para aprovecharlos mejor en la innovación centrada en el usuario. Se llevaron a cabo dos estudios en tres comunidades de consumidores: un estudio cuantitativo mediante autoevaluación (225 participantes) y un estudio cualitativo a través de la netnografía. Los resultados confirman la escasez de Lead-users y muestran que su perfil está estrechamente relacionado con el de los Líderes de Opinión. Estos hallazgos ofrecen perspectivas teóricas y de gestión para aprovechar estos perfiles en el proceso de innovación.
Palabras clave:
- comunidades virtuales sociales,
- innovación abierta,
- innovación de usuario,
- lead-user,
- líder de opinión,
- netnografía,
- cuestionario de autoevaluación
Parties annexes
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