Analysis Model Design of the Intermediary Role of Psychological Expectation in Customer Value Proposition Driven Business Model Innovation against the Background of Big Data

Abstract

As the most important strategic resource of enterprises, big data has become the basic background of business model innovation. From the perspective of psychological contract, this paper discusses the mechanism of psychological contract in customer value proposition driven business model innovation and puts forward four research hypotheses. This paper adopts the confirmatory factor analysis method of structural equation to verify these four hypotheses. It is concluded that there is a significant positive relationship between customer value proposition and psychological contract; there is a significant positive correlation between psychological contract and business model innovation; and psychological contract has intermediary effect between value proposition and business model innovation. Furthermore, value proposition has a significant positive correlation with business model innovation, which has not been verified.