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.

Key words:  social support, customer participation, online interactive support, online sharing