ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2013, Vol. 21 ›› Issue (8): 1347-1356.doi: 10.3724/SP.J.1042.2013.01347

• Conceptual Framework • Previous Articles     Next Articles

The Formation Mechanism of Eudaimonic Happiness during Customer Participation in Web 2.0 Environment

YAO Tang;ZHENG Qiuying;LI Huifan;QIU Qi;CAO Huarui;WU Ruilin   

  1. (1 School of Economics and Management, Beihang University, Beijing 100191, China) (2 School of Management, Beijing University of Chinese Medicine, Beijing 100029, China) (3International Business Institute, Nankai University, Tianjin 300457, China) (4 Business School, University of International Business and Economics, Beijing 100029, China) (5 Managemant School, Tianjin Normal University, Tianjin 300074, China) (6 Institute of Psychology and Behavior, Beihang University, Beijing 100191, China)
  • Received:2012-11-27 Online:2013-08-15 Published:2013-08-15
  • Contact: ZHENG Qiuying

Abstract: With the in-depth development of user interaction concept of Web 2.0, customers hope to participate in the value production and creation process with the aid of Internet, so that they can achieve eudainomic happiness, rather than hedonic happiness, through self-actualization and self-expression. Most of previous studies focus on economic benefits brought by customer participation, while few ones pay attention to the psychology mechanism and psychological benefits during customer participation process. Our project taking Internet as the background, starting from customer perspective, using multi-methods such as experiment and survey, and applying physical instruments (such as EEG, fMRI) to collect objective data of customer behavior and physiology, systematically explores customer psychological reaction and psychological benefits and constructs a dynamic psychology model of customer participation based on self-determination theory. Meanwhile, culture factors, site factors and individual factors are taken into accounts as moderators to the model. Research results are expected to help online companies get a deep understanding of the psychology mechanism of customer participation during value cocreation process with the aid of Internet, so that they can achieve core competitiveness through perfect cooperation with customers.

Key words: eudaimonic happpiness, customer participation, self-determination theory, Web 2.0