CAJ | 학술논문

随着以用户间交互为特征的Web2．0理念的深入发展，顾客期望借助互联网参与到价值的生产与创造过程中，以期通过自我潜能发挥和自我价值展示寻求获得一种有别于享乐型快乐感的实现型快乐感。以往顾客参与研究大多关注其经济利益、如何管理、影响因素、获得的实际利益，而对于顾客参与过程中的心理机制和参与后的心理收获研究不多。本研究以互联网为背景，从顾客视角出发，科学采用实验、实证等多种方法，并尝试采用生理仪器（如多导仪、脑电核磁共振仪等）采集顾客行为和生理的客观数据，利用自我决定理论对顾客参与过程的心理反应和参与后的心理收获进行系统探讨，构建顾客参与过程的心理动态模型。
수착이용호간교호위특정적Web2．0이념적심입발전，고객기망차조호련망삼여도개치적생산여창조과정중，이기통과자아잠능발휘화자아개치전시심구획득일충유별우향악형쾌악감적실현형쾌악감。이왕고객삼여연구대다관주기경제이익、여하관리、영향인소、획득적실제이익，이대우고객삼여과정중적심리궤제화삼여후적심리수획연구불다。본연구이호련망위배경，종고객시각출발，과학채용실험、실증등다충방법，병상시채용생리의기（여다도의、뇌전핵자공진의등）채집고객행위화생리적객관수거，이용자아결정이론대고객삼여과정적심리반응화삼여후적심리수획진행계통탐토，구건고객삼여과정적심리동태모형。
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 Intemet, so that they can achieve core competitiveness through perfect cooperation with customers.