This research provides knowledge and builds theory related to how and why consumers engage in unsolicited innovation with existing products in order to create new ones. Specifically, this research presents an in-depth qualitative exploration of the motivations consumers have for innovating with existing offerings, of their reasons for innovating autonomously from the organization(s) linked to the source material of their innovation, and of their interpretation of the overall context in which they engage in innovation. This paper reveals that there are two main types of ‘creative consumers’ – those who innovate with products in order to solve problems or needs, and those who innovate with products for the sake of creative exploration. Conceptualizations of consumer behavior as either predominately utilitarian (i.e., task-related and rational) or as hedonic (i.e., fun or pleasurable) can be applied to understand innovation by these consumers. In addition, this research reveals that these consumers generally do not have relationships with the firm associated with the source material of their innovation because they do not perceive a benefit to such a relationship. They are indeed enabled by access to technology and by the digital environment more generally. Implications for managers are discussed. This research provides depth and insight on current understanding of the motivations consumers have for innovating with offerings despite not being invited or encouraged to do so by firms.

这项研究提供了知识，并建立了与消费者如何以及为什么要利用现有产品主动进行创新以创造新产品有关的理论。具体而言，本研究对消费者使用现有产品进行创新的动机，他们从与创新的原始资料相关的组织进行自主创新的原因以及对整体的解释进行了深入的定性探索。他们从事创新的环境。本文揭示了“创意消费者”主要有两种类型：为了解决问题或需求而进行产品创新的消费者，以及为了进行创造性探索而进行产品创新的消费者。将消费者行为概念化为主要是功利主义的（即，与任务相关的和理性的）或享乐的（即乐趣或愉悦的）可以被这些消费者用来理解创新。此外，这项研究表明，这些消费者通常与与他们的创新来源相关的公司没有关系，因为他们没有意识到这种关系的好处。实际上，可以通过使用技术以及更广泛的数字环境来实现它们。讨论了对管理人员的影响。这项研究提供了关于当前消费者对产品创新动机的理解的深度和洞察力，尽管没有受到公司的邀请或鼓励。这项研究表明，这些消费者通常与与他们的创新来源相关的公司没有关系，因为他们没有意识到这种关系的好处。实际上，可以通过使用技术以及更一般的数字环境来启用它们。讨论了对管理人员的影响。这项研究提供了关于当前消费者对产品创新动机的理解的深度和洞察力，尽管没有受到公司的邀请或鼓励。这项研究表明，这些消费者通常与与他们的创新来源相关的公司没有关系，因为他们没有意识到这种关系的好处。实际上，可以通过使用技术以及更广泛的数字环境来实现它们。讨论了对管理人员的影响。这项研究提供了关于当前消费者对产品创新动机的理解的深度和洞察力，尽管没有受到公司的邀请或鼓励。