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中文摘要：
从价值共创理论出发,以众筹行业为背景,通过结构方程模型检验了项目支持者价值共创与满意度间的关系。研究显示,众筹项目支持者的参与行为和公民行为均正向影响其满意度,且相较于参与行为,公民行为对项目支持者满意度的正向影响作用更为显著。在此基础上,进一步分析了项目支持者的需求特征（实用需求和享乐需求）对价值共创与满意度关系的调节效应。研究表明,项目支持者实用需求对价值共创与结果满意度具有正向调节作用,享乐需求则对价值共创与过程满意度的调节作用则不显著。
英文摘要：
From the theory of value co-creation,we use the structural equation modeling approach to verify the hypothesis that value co-creation has positive influence on satisfaction of the project supporters in crowd-funding,both participation behavior and citizenship behavior.The result shows that the role of the citizenship behavior on satisfaction is more significant than the participation behavior.Moreover,the demand characteristic of the supporters plays a moderating role on the relationship between value co-creation and satisfaction.It has been found that utilitarian needs has positive moderating effects on the relationship between value co-creation and outcome satisfaction,but the moderating effect of hedonism on the relationship between value co-creation and decision satisfaction is not significant.
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