Abstract Using the theory of planned behavior, social exchange theory, uniqueness theory and sensation seeking theory. The research model is empirically tested by PLSbased structure equation model using data from 347 consumers participated in one of eight virtual cocreation projects in China. Our empirical findings reveal that expectations of selfimage enhancement, expectations of expertise enhancement, demands for unique consumer products and sensation seeking needs are salient factors in shaping virtual consumer cocreation attitude. Virtual consumer cocreation attitude, sense of partnership with the producer and virtual consumer cocreation selfefficacy affect virtual consumer cocreation intention positively. Virtual consumer cocreation intention, sense of partnership with the producer and virtual consumer cocreation selfefficacy are positively related to virtual consumer cocreation behavior.
2014, Vol. 11 
