A Study About The Relationship Between Customer Innovation, Customer Interaction And Customer Experience In The Internet Environment

With the rapid development of the Internet and Mobile Internet, especially in the form of social media, the development of network interactive tools, customer’s role and behavior has been a huge change. In the Internet environment, the customer is not only the product and service "customer", but also becomes the product and the service "producer" and "the communicator". In this context, the customer through the Internet to participate in the rise of corporate innovation. This makes the Internet customers and enterprises and other customers are no longer mutually independent, but through the full interaction and close communication, production of more valuable products and services. At the same time, customers in expressing their true needs, preferences and desires, sharing knowledge, experience or seeking help on a more ways and means, customers can choose their preferred way to interact to complete their own participation in innovative activities, but also through continuous interaction and dialogue to form a personalized experience.Customer innovation is a new product and service innovation model in the Internet environment. It has fully mobilized the initiative, creativity and productivity of customers, and encourages customers and enterprises to create and share products and services through interaction and collaboration between customers and customers. This new model of innovation has its own unique characteristics and mechanism of action compared with the traditional mode of innovation. What is the internal mechanism of customer innovation under the Internet environment? Under the Internet environment, customer innovation is the formation of customer experience through customer interaction. These constitute the problems that will be discussed and solved in this paper. Based on the theory of customer innovation, interaction theory and customer experience, this paper studies how customer innovation is further influenced by customer interaction. On the basis of summarizing domestic and foreign scholars’ related research results, this paper summarizes the function mechanism of the research object, and puts forward the research hypothesis of the relationship between variables, and constructs the relationship between customer experience (functional experience, emotion experience, cognitive experience and social experience). On this basis, the data were collected through questionnaire survey, using SPSS19.0 statistical analysis tools to analyze the collected samples, reliability and validity test, correlation analysis, and regression analysis, to verify the research hypotheses and theoretical model of this paper.The conclusions of this paper which based on the empirical analysis are as follows:(1) Customer innovation in the Internet is a new type of innovation, which has an important influence on customer experience. The results of this paper show that customer experience in the Internet environment is a positive impact on customer experience.(2) Customer innovation will promote customer interaction in the context of the internet. The results of this paper show that customer innovation has a positive effect on the interaction between customers and enterprises in the Internet environment. In other words, the Internet environment of customer innovation will promote the interaction between customers and enterprises and other customers.(3) Customer interaction in the Internet environment is conducive to improving customer experience. Empirical research results show that the interaction between customers and enterprises and other customers in the Internet environment will have different effects on the dimensions of customer experience. Among them, the interaction between customers and customers is more and more influence on customer experience.(4) In the Internet environment, customer interaction plays an intermediary role between customer innovation and customer experience. On the one hand, customer innovation has a positive effect on the two dimensions of customer interaction and customer experience. On the other hand, the two dimensions of customer interaction have different degrees of different dimensions of customer experience.Combined with the above conclusions, the following suggestions are put forward in this paper:(1) Companies need to improve customer experience as a long-term goal to actively guide and encourage customers to participate in the innovation activities of the enterprise. Customer innovation not only can bring valuable suggestions, ideas and designs for the enterprises, but also can improve the customer experience, improve customer satisfaction and loyalty, and the latter should be the long-term goal of encouraging customers to innovate.(2) To enhance customer experience in the process of interaction in a more attractive way. The customer not only cares about the functional experience of basic products or services, but also cares about the emotion, cognition and social experience in the whole process. The influence of customer and customer interaction on emotion, cognition, and social experience.(3) The enterprise needs to construct a suitable interactive platform with its own situation and customer characteristics. Enterprises can use its official platform and community, but also thanks to micro, micro blogging social networking media interactive platform for third-party representatives as well as crowdsourcing, Witkey website is representative of the third party platform. Then, design appropriate interactive content and methods for customer characteristics and different types of interaction.