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Advances in Psychological Science    2017, Vol. 25 Issue (6) : 912-922     DOI: 10.3724/SP.J.1042.2017.00912
Conceptual Framework |
 Psychology and behavior mechanism of customer online interactive support: In the perspective of social support
 YAO Tang1; QIU Qi 2; MU Lin3, ZHENG Qiu-Ying4; XIAO Wei-Qun5
(1 School of Economics and Management, Beihang University, Beijing 100191, China) (2 College of Business Administration, Capital University of Economics and Business, Beijing 100070, China) (3 Business Institute, Tianjin University of Finance and Economics, Tianjin 300457, China) (4 School of Management, Beijing University of Chinese Medicine, Beijing 100029, China) (5 Business School, Beijing WUZI University, Beijing 101149, China)
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Abstract   The upgrading cosumption structure impels customers’ gaining a higher level of psychological satisfaction in value co-creation participation. As forms of customer value co-creation behaviors, communication, interaction, sharing and interactive support among customers through online platform will offer them positive emtional experience, which are helpful to construct interpersonal friendship and enable customers to seek self-expression and self-fullfillment in pursit of a higher level of satisfaciton. Based on social support theory and by the method of experiment, survey, case and neomarketing, this research concentrates on psychological motivation and psychological benefits when customers with different traits participating in online interactive support in different types of websites, and explores the psychological and behavioral mechasiam of customer online interactive support. The expected results will enrich the existing theories about customer participation psychology and behavior, and provides theorical recommendations for firms to encourage customers to involve in online co-creation.
Keywords  social support      customer participation      online interactive support      online sharing     
Corresponding Authors: ZHENG Qiu-Ying, E-mail:     E-mail: E-mail:
Just Accepted Date: 27 April 2017  
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YAO Tang
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YAO Tang,QIU Qi,MU Lin, et al.  Psychology and behavior mechanism of customer online interactive support: In the perspective of social support[J]. Advances in Psychological Science, 2017, 25(6): 912-922.
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[1] ZHENG Qiuying; YAO Tang; CAO Huarui; FAN Xiucheng. Hedonic enjoyment or eudaimonia? The experiential value of productive consumption[J]. Advances in Psychological Science, 2017, 25(2): 191-200.
[2] YAO Tang;ZHENG Qiuying;LI Huifan;QIU Qi;CAO Huarui;WU Ruilin. The Formation Mechanism of Eudaimonic Happiness during Customer Participation in Web 2.0 Environment[J]. Advances in Psychological Science, 2013, 21(8): 1347-1356.
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