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Customer involvement and product innovation in the digital context: The roles of cognitive and behavioral adaptations

Author

Listed:
  • Zhang, Feng
  • Pang, Kexi
  • Zhu, Lei
  • Xu, Zhi

Abstract

In the digital context, customer involvement (CI) is crucial for enhancing product innovation by reshaping how firms adapt new product development (NPD) processes. Based on organizational adaptation theory, this study examines how two CI types—CI as information providers and CI as co-developers—influence cognitive and behavioral adaptations in NPD, and how social media usage and market turbulence condition these effects. Using data from 460 Chinese manufacturing firms, the results show that CI as information providers primarily influences cognitive adaptation, while CI as co-developers affects behavioral adaptation. Social media usage diminishes CI as information providers’ effects on adaptations but enhances CI as co-developers’ impact. Conversely, market turbulence strengthens CI as information providers’ influence on adaptations while reducing CI as co-developers’ effect on cognitive adaptation. These adaptations lead to improved product innovation. This study advances understanding of how CI drives NPD adaptations in the digital context, offering insights into fostering innovation.

Suggested Citation

  • Zhang, Feng & Pang, Kexi & Zhu, Lei & Xu, Zhi, 2026. "Customer involvement and product innovation in the digital context: The roles of cognitive and behavioral adaptations," Journal of Business Research, Elsevier, vol. 211(C).
    • Handle: RePEc:eee:jbrese:v:211:y:2026:i:c:s0148296326002286
    DOI: 10.1016/j.jbusres.2026.116193
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