Abstract: With the continuous development of Internet economy, commodity consumption is developing towards individuation, and consumers play an increasingly important role in business model innovation. The change of consumption thinking in Internet economy era is mainly reflected in four aspects: free, sharing, co-creating, across time and space consumption. From the business model innovation practice, free, sharing and co-creating consumption thinking generally present a layer of evolution trend in time, across time and space consumption is throughout, and business model innovation driven by the change of consumers′ thinking in the Internet economy era should also focus on these four aspects. The business model innovation driven by consumers′ co-creative thinking encourages companies to shift from providing consumers with final goods and services to providing them with intermediate services that are co-created. The process of consumer participation in co-creating is not only a business model innovation, but also a platform for mass entrepreneurship and innovation, which can provide opportunities for the public to participate in innovation and entrepreneurship.

Key words: consumer, business model innovation, consumption thinking, Internet economy