Abstract: Companies can incorporate customers' explicit and tacit knowledge into product development process by listening to voice of customers actively,which can raise the success rate of launching new products.We first construct an integrated model "Motivation-Behavior" model based on hierarchy of needs theory,flow theory,trust theory and technology acceptance model,then we evaluate our model using survey data.The empirical results show that intrinsic motivation and extrinsic motivation originate from different factors and they have different influences on customer participation.The research results can be of theoretical and practical significance when companies listen to voice of customers actively to support collaborative product development with customers.

Key words: voice of customers, VCC, intrinsic motivation, extrinsic motivation, product development on the Internet