互联网的发展使得企业日益与消费者共创价值。然而,目前仅有个别学者关注价值共创的观察者,并往往基于观察者与参与顾客的身份相似性来探讨共创的信号效应。本研究认为共创过程中的企业支持要素亦是解读共创信号的信息源,这一要素激发观察者对参与顾客的自主性及胜任性认知。通过焦点小组访谈、问卷调查、结构方程模型分析及Bootstrap法中介效应检验,结果发现：观察者的企业支持感知正向影响其对参与顾客的自主性和胜任性认知；自主性认知和胜任性认知正向影响观察者的产品创新性感知,并具有完全中介作用。

With the development of Internet, consumers and enterprises are increasingly to co-create value. However, there are only a few researches pay close attention to the observers who don’t participate the co-creation activities and the past researches focus on the identity similarity between observers and participated customers. This paper considers that the enterprise support in the process of co-creation is also the information source to interpret the co-creation signal. This element inspires the observer to infer the participated customers’ autonomy and competence. Through focus group interview, questionnaires survey, structural equation model analysis and mediating effect test with the Bootstrap method, the paper finds that, the perception of function support and emotion support which was offered by enterprise in co-creation activity has a positively effect on observers’ cognition for participated customers’ autonomy and competence. Meanwhile, the cognition of autonomy and competence is positive related to perceived product innovation and has a completely mediating effect.

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安徽省高校人文社会科学研究重点项目：互联网背景下的品牌管理创新研究（SK2017A0135）