Questionnaire on the Impact of Customer Scenario Demand Development on Rubber New Product Idea Generation

Research Hypotheses：（1）Scenario-driven Customer Needs Development facilitates the enhancement of Product Idea Creativity.；（2）Marketing Resource Integration mediates the effect of Scenario-driven Customer Needs Development on Product Idea Creativity.；（3）Demand Identification Capability mediates the effect of Scenario-driven Customer Needs Development on Product Idea Creativity；（4） Marketing Resource Integration and Demand Identification Capability play a chain mediating role in the effect of Scenario-driven Customer Needs Development on Product Idea Creativity.；（5）Digital-Intelligent Technology Application positively moderates the impact of Marketing Resource Integration on Demand Identification Capability.
By integrating user innovation theory, resource-based theory, and technology empowerment theory, this study systematically reveals the underlying impact mechanisms through multi-case studies. The findings indicate that:(1)Scenario-driven Customer Needs Development has a significant positive impact on Product Idea Creativity in new rubber products.(2)Marketing Resource Integration and Demand Identification Capability play independent mediating roles in this relationship.(3)Furthermore, they constitute a chain mediation path: "Scenario-driven Customer Needs Development→Marketing Resource Integration→Demand Identification Capability →Product Idea Creativity".(4)Digital-Intelligent Technology Application positively moderates the impact of Marketing Resource Integration on Demand Identification Capability.