关键词: 价值共创产品, 促进性心理所有权, 防御性心理所有权, 自我建构, 增值效应

Abstract: It is increasingly pervasive for consumers to participate in value co-creation, which not only effectively decreases the operating cost and enhances word-of -mouth effect for manufacturers and merchants, but also brings consumers richer experience and higher degree of satisfaction. The research further finds that value co-creating product gives rise to the appreciation effect. Through two experiments, the research reveals that the value co-creating product yields the appreciation effect; Promotional psychological ownership would mediate the formation of the appreciation mechanism of value co-creating product, and self-construal would moderate in part the formation. These conclusions have not only an important theoretical signification in enriching and perfecting the value co-creation theory, the psychological ownership theory and the self-construal theory, but also important managerial reference for manufacturers and merchants to operate efficiently value co-creating marketing and for consumers to participate rationally in value co-creation.

Key words: Value Co-Creating Product, Promotional Psychological Ownership, Preventative Psychological Ownership, Self-Construal , Appreciaiton Effect