随着以用户间交互作用为特征的Web2.0理念的深入发展，以及国民消费需求层级的不断提高，越来越多的顾客期望借助互联网参与到价值的生产与创造过程中，以期通过自我潜能的发挥和自我价值的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以及参与后的心理收获研究不多。本课题以互联网为背景，从顾客视角出发，科学采用实验、实证等多种方法，并尝试采用心理和生理仪器（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，同时考虑多个文化因素、网站因素和顾客因素对模型的影响。预期成果将有助于我国在线企业深入了解顾客借助互联网参与价值共创过程的心理机制，通过与顾客的充分合作提升自身的核心竞争力。

With the in-depth development of user interaction concept of Web 2.0, and the continuous improvement of the national consumption level of demand, more and more 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 psychological and physical instruments (such as EEG, fMRI ect.) 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.