Study on the Effect of Customer Psychological Ownership on Value Co-Creation under Service Ecosystem

Recently, scholars have tended to study value co-creation from the perspective of service ecosystems, focusing more on the networked, dynamic, and interactive nature of service ecosystems. They believe that the foundation of value co-creation in the service ecosystem is user experience and deep engagement. The deep experience and interaction in the process of value co-creation led to increased psychological ownership, thus increasing the value of users and companies. This study explores the effect of customer psychological ownership on value co-creation from the perspective of deep experience and interaction. The results show that customer psychological ownership and customer fit have a positive effect on the performance of value co-creation, and companies can enhance value co-creation by increasing customers’ sense of belonging and tacit understanding