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

摘要： 消费者参与价值共创日益普遍,不仅有利于厂商有效降低运营成本和增强口碑效应,而且给消费者带来更高的消费体验与心理满意度。同时,价值共创产品还会产生增值效应。通过两个实验进行研究,结果发现:价值共创产品会产生增值效应,促进性心理所有权在价值共创产品增值机理中起中介作用,自我建构在价值共创产品增值效应的形成中起调节作用。该研究结论不仅对丰富和完善价值共创理论、心理所有权理论及自我建构理论具有重要的理论意义,而且对厂商有效操作价值共创营销和提高消费者理性参与价值共创行为具有实际的参考价值。

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