Research On The Impact Between Customers’ Cognition Needs To The Value Of Customer Innovation

In the past, people mostly think that businesses should, and actually undertakes the important task of the innovation, and the customer is just the product or service passive recipients or active selector. However, with advances in information technology and customers become more sophisticated, the role of the customer has been undergoing fundamental changes, they are no longer satisfied with merely as the passive recipients of products or services, but the initiative for products and services varied, demanding and individual requirements, and to participate in the design of the company’s products or services to become a co-developer of the product or service, co-producers and co-creators. This reflects the era of the Customer Center, and the strategic importance of customer innovation is increasing for the management of customer innovation has become even more concerned about.However, the majority around the consumer creativity, customer knowledge management to carry out, starting from the customer’s own, study the impact of customer innovation is still a relative lack of empirical research is scarce, only scattered to analyze the impact of environmental factors with customers on customer innovation, ignoring the impact of cognitive demand factors for customer innovation. Therefore, starting from the cognitive needs of the customer, through empirical study, to explore the cognitive demands of the customer relationship and customer innovation, and to analyze the added value brought by the customer innovation for the enterprise.Reference and summary of their predecessors have been the basis of the results according to the relevant theory, and cognitive needs as an independent variable, the user information sharing, customer creativity, and customer participation acts as an intermediate variable of growth of capacity at a premium, purchase, degree of cost reduction, to retain the degree of cost reduction as a measure of the value of customer innovation, to build a conceptual model of cognitive demand and the value of customer innovation, and propose nine hypotheses.For the establishment of a conceptual model and research hypotheses, the research design of the questionnaire, and six types of business customers of IKEA, cross stitch, DIY accessories, Subway, DIY custom clothing, DIY gifts for the survey, conducted a questionnaire survey, to obtain empirical data. Through the use of structural equation modeling analysis, hierarchical regression analysis, multi-group structural equation modeling analysis and other methods to test the hypotheses.The results show that the cognitive needs of the customer user information sharing, customer creativity, and customer participation behavior have a significant positive effect. User information shared on the purchase of the amount of growth, acquisition costs, reduce retained to reduce the cost of a significant positive effect of. Customer creativity has significant positive effect on the purchase of the amount of growth; customers to participate in acts of purchases increased, and reserves the right to reduce the cost of a significant positive corresponding. Finally, according to the results of the study customers innovative management methods.