Management Review

›› 2018, Vol. 30 ›› Issue (7): 114-125.

Previous Articles     Next Articles

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

Liu Jianxin1, Li Dongjin2, Li Jie3   

  1. 1. School of Economics and Management, Southwest University, Chongqing 400715;
    2. Business School, Nankai University, Tianjin 300071;
    3. Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200052
  • Received:2016-03-31 Online:2018-07-28 Published:2018-07-21

PDF (PC)

443

Abstract:

With the growing development of internet economy and experiential economy, it is increasingly prevalent for consumers to participate 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 connection and affective bond with the products produced by themselves, resulting in stronger attachment. Across two experiments, the research finds that (1) value co-created products would yield attachment effect, and moreover the consumers give rise to stronger attachment on self-design value co-created products than self-produced value co-created products; (2) psychological ownership and flow experience 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, psychological 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.

Key words: value co-created products, psychological ownership, flow experience, self-regulation, attachment effect