Abstract: Interaction orientation provides new perspective and thought for enterprise about customers’ enthusiasm, customer-firm interaction and value co-creation. Taking 242 logistics service enterprises located in Pearl River Delta for example, an empirical research was implemented to explore the infuence of interaction orientation on new service development and service innovation performance. The results show that interaction orientation has direct positive effect on new service development. Interaction orientation has direct positive effect on service innovation performance. New service development has direct positive effect on service innovation performance. Market environment has no moderate effect on the relationship between interaction and service innovation performance. The research confirms the influence and mechanism of interaction orientation on service innovation performance and provides useful reference for enterprise to obtain good service innovation in the background of the new era.