Research on Value Co-creation Behavior of Old Consumers Based on Loneliness

（1.Fudan University，Shanghai200433，China；2.Heilongjiang University，Harbin150001，China）

Abstract：As a common psychological phenomenon of the elderly，loneliness has important driven impact on their behavioral decision. The existing related research focuses more on the field of medicine and sociology. But the implication， characteristic，the constitution of dimension，and the psychological rules has not been explored. Breaking through the theoretical limitation of former researches focused on demography and sociology，the authors attempt to integrate self-determination theory and attachment theory to discuss the forming mechanism of value co- creation behavior of old consumers and analyze the mediating effect of coping strategy between different value co- creation behavior as well as the moderating effect of perceived time limitation in order to demonstrate the process of value co-creation behavior of old consumers. The conclusion of the study has a decisive significance for the design of differentiated service portfolio strategies and the desire excitation for value cocreation consumption of the elderly groups.

Key words：loneliness；value co-creation；self-determination；perceived time limitation；coping strategy