中文摘要：

通过对484名商业银行顾客的问卷调查，研究了顾客创新性、顾客产品知识对顾客个人创新行为的影响．本文提出了顾客个人创新行为的概念并对之进行了界定和测量，顾客个人创新行为由“创新构想的产生”和“创新构想的研究”、“创新构想的拥护与应用”3个阶段构成．实证结果表明，顾客产品知识对顾客个人创新行为具有正向直接的影响，其中顾客产品知识对创新构想的产生、创新构想的执行和拥护具有直接的正向影响；顾客创新性对顾客产品知识具有正向直接的影响；顾客创新性对顾客个人创新行为具有正向直接的影响，其中顾客创新性对创新构想的产生和研究具有直接的正向影响．

英文摘要：

It explores the effects of customer innovativeness and customer product knowledge on customer individual in- novation behavior （CIIB） with the data from a sample of 484 customers. It first puts forward the concept of customer individual innovation behavior and conducts the measurement. The customer individual innovation behavior has three dimensions ： generation, research, application. The results suggest that consumer product knowledge is positively relat- ed to customer individual innovation behavior; the consumer innovativeness is positively related to customer product knowledge and customer individual innovation behavior; customer innovativeness has a direct effect on the generation and research of customer innovation behavior.