How the third-party consumers- the target consumer group of customer participation innovation- evaluate the achievement of customer participation innovation is significantly important. From the perspective of social cognitive theory, the paper discusses the impact of customer participation innovation on the third-party consumers. After comparison of the three experiments, customer participation innovation can significantly promote the perception of product innovation ability of the third-party consumers, which is subject to the mediating effect of the identity of the innovation-involved customers exerted by the third-party consumers. Meanwhile the relation closeness between the third-party consumers and the innovation-involved customers and the process transparency will regulate the relationship between innovation participation and role identification, which will further influence the evaluation of the third-party consumers for the achievement perception of the customer participation innovation. Among all of them, the closer the closeness between the third-party consumers and the innovation-involved customers is, the higher the degree if recognition of the third-party consumers for the innovation-involved customers is; the higher the process transparency of the customer participation innovation is, the higher the degree if recognition of the third-party consumers for the innovation-involved customers is.