The Influence Of Customer Perceived Product Innovativeness On Customer Citizenship Behavior

From product-oriented core to service-oriented core to customer-oriented core,customer terminals play an increasingly prominent role in the ecological value network.Understanding and grasping the outside of the customer's own field of behavior,that is,the customer's citizenship behavior,is the key to maintaining competitiveness.At the same time,under the call of the “Innovation-Driven Development” of the Nineteenth Congress,all companies are seeking new growth paths driven by innovation engines.Innovation based on the perspective of the customer's subject rather than the enterprise's perspective can not only provide customers with higher potential value,but also enable the customer to have psychological attachment and emotional attachment to the product,which may inspire the customer's civic behavior.Due to the Pro-sociality and subjective characteristics of customer citizenship behavior,this study mainly analyzes its impact mechanism from the perspective of the customer's subject.Combining innovation and customer citizenship behavior,this paper discusses the mechanism of perceived product innovation on customer-level citizenship behavior from the perspective of perception and emotion.The empirical research results show that:(1)In the perception of product innovation,both the novelty of the product and the significance of product innovation have a positive impact on the customer's citizenship behavior,and the effect of product innovation has greater impact;(2)the two dimensions of perceived product innovation produce indirect positive influence on customer citizenship behavior through part of the intermediary role of customer value;(3)At the same time,two dimensions of perceived product innovation also have a significant indirect effect on customer citizenship behaviors through partial mediation of consumer emotions.In conclusion,managers should combine the two knowledge flow systems of innovation and customer civic behavior,regard product novelty and product innovation as two mutually independent dimensions,and improve the difference with competitive products through novelty,Use the meaning of product innovation to continuously meet the immediate needs of consumers,enhance customer value from the perspective of perceived product innovation,arouse consumer sentiment,thus driving the generation of customer citizenship behavior and enhance corporate performance and reputation.