中文摘要：

基于消费者参与过程即是消费者与企业建立情感联结,获得＂关系价值＂这一前提,聚焦于消费者参与新产品构思影响线上社群成员自我-品牌联接和品牌依恋等＂品牌情感＂。以中国市场具代表性的智能手机品牌线上社群为对象,通过系列实验,证实了消费者参与新产品构思正向影响线上社群成员的自我-品牌联接,并且,更高的自我-品牌联接导致更强的品牌依恋;还证实了产品感知创新度的调节作用。消费者参与新产品构思对线上社群成员自我-品牌联接的正向影响主要适用于渐进性新产品（感知创新度低）,不适用于突破性新产品（感知创新度高）。

英文摘要：

Based on the premise that consumer participation is the process of consumer establishing emotional connection with enterprise, and obtaining ＂relationship value＂ , this study focuses on consumers＇ participating in new product idea brainstorming, the online community members＇ ＂brand emotion＂, self- brand connection and brand attachment. Through a series of experiments, it is confirmed that consumers＇ participating in new product idea brainstorming is positively affecting the self brand connection of the online community members. The higher self- brand connection leads to stron ger brand attachment, and the moderator role of perceived product innovativeness is also confirmed. The positive impact of consumers＇ participating in new product idea brainstorming on the self brand connection of the online community members is primarily for incremental new products （low perceived innovativeness） and not for breakthrough new products （high perceived innovativeness）.