Abstract：With the development of information and social technology,online personalization makes consumer modify or develop new products easier due to the availability to concerned knowledge and skills.Thus,consumer innovation becomes increasingly active in online personalization context.First,based on analyzing several different practice of online personalization and reviewing the related literature on consumer innovation,a conceptual model of online personalization considering consumer innovation is built.Secondly,according to the degree to which consumers participate in product innovation and the degree that innovation can be achieved,online personalization are divided into three different types.Finally,using the method of game theory,the study constructs the mathematical model of online personalization.Results have shown that online personalization allowing high degree consumer innovation can bring more profits to the company
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