中文摘要：

基于计划行为理论，建立了网络创新社区中顾客参与创新行为的影响因素模型，归纳出8种影响顾客参与创新的内部和外部因素，并指出这些影响因素分别以44新态度、感知控制和主观规范为中介变量对顾客的参与创新行为产生影响。利用调查法收集数据，对提出的理论模型进行了实证检验。最后就如何有效管理和激励网络创新社区中的顾客参与44新行为提出建议和对策。

英文摘要：

Based on the planned behavior theory,this paper constructs a conceptual model to depict the influencing factors of customer＇s innova- tion participation behavior,which includes eight internal and external factors. And it points out that these factors have effects on customer＇s in- novation participation behavior through influencing attitude, perceived behavioral control and subjective norm. Then it uses the data from the survey questionnaire to examine the theory model. Finally,it proposes several management suggestions to promote and improve customer＇s inno- vation participation behaviors.