How user interactions affect idea generation in innovation communities: a cross-level analysis of privacy protection

Purpose This paper aims to comprehensively examine the effects of user interactions on idea generation through a cross-level perspective. Design/methodology/approach This paper proposes a nonlinear model to examine the relationships among online user interactions, offline interactions, idea generation and the cross-level moderating role of online community privacy protection. The proposed model was empirically verified using data collected from 25 innovation communities through network crawling and a web-based survey. Findings The results reveal that both peer-to-peer (P2P) and peer-to-firm (P2F) interactions have an inverted U-shaped relationship with idea generation. Including users’ offline interactions further amplifies the inverted U-shaped effect of P2P on idea generation. Additionally, privacy protection moderates the relationship between user interactions and idea generation, exerting differential impacts contingent on the type of interactions. Practical implications Enterprises should maintain moderate P2P and P2F interactions, integrate online with offline engagement and dynamically adjust privacy protections to optimize idea quantity and quality. Originality/value This study reveals an inverted U-shaped relationship between user interactions and idea generation, emphasizing the necessity of balancing P2P and P2F interactions and the role of privacy protection in moderating these effects. By integrating a cross-level perspective, this study advances the literature on idea generation and offers actionable insights for enterprises seeking to optimize user engagement and creative outcomes.