价值共创产品依附效应的比较研究——基于心理所有权与心理流体验中介模型

A Comparative Study on the Attachment Effect of Value Co-Creation:On the Basis of the Mediators of Psychological Ownership and Flow Experience

随着网络经济与体验经济的发展,消费者参与价值共创变得日益盛行。成功的价值共创不仅为企业开拓了新的价值源泉,也为消费者带来了更高的消费体验。观察和研究发现,消费者会与参与价值共创的产品建立心理联系与情感纽带,从而产生更强的心理依附。通过2个实验,研究发现:(1)价值共创产品会产生依附效应,并且消费者会对自我设计型价值共创产品较之于自我生产型价值共创产品产生更强的心理依附;(2)心理所有权与心理流体验会共同中介价值共创产品依附效应的形成过程;(3)自我调节会对价值共创产品依附效应的形成过程产生调节作用。该研究结论不仅对丰富和完善价值共创理论、心理所有权理论和心理流体验理论等具有重要的理论意义,而且对指导厂商改善价值共创营销水平和帮助消费者增强价值共创行为理性具有重要的实践意义。

With the growing development of internet economy and experiential economy, it is increasingly prevalent for consumers to par- ticipate into the value co-creation. Successful value co-creation doesn＇ t only explore new value resource for business, but also give rise to higher consuming experience for consumers. Many observations and researches find that consumers would construct a psychological con- nection and affective bond with the products produced by themselves, resulting in stronger attachment. Across two experiments, the re- search finds that （ 1 ） value co-created products would yield attachment effect, and moreover the consumers give rise to stronger attach- ment on self-design value co-created products than self-produced value co-created products; （2） psychological ownership and flow expe- rience would jointly mediate the attaching process of value co-created products; （3） self-regulation would moderate the attaching process of value co-created products. The conclusion has not only important theoretical significance to enrich and perfect value co-creation, psy- chological ownership, flow experience and so on, but also important practical implication for manufacturers and merchants to improve their operation of value co-created marketing and help consumers strengthen the behavioral ration of value co-creation.