對許多人來說，「幸福感」是人生中一大目標。近幾年來，關於消費過程所傳遞的價值，學者們認為行銷不只是要讓顧客對於商品或是服務更加依賴，更希望能夠使顧客透過消費的過程，讓幸福感得以提升。此外，本研究將進一步探討近年來在消費者行為領域的另一大趨勢＿顧客價值價值共創（value co-creation）。經由顧客主動參與價值共創的過程，能夠讓顧客自行完成部分的服務內容（例如：自動櫃員機），或者是與服務提供者共同規劃服務內容，由此可見價值共創在消費者生活中扮演著重要的角色。顧客價值共創的行為明確區分為兩種行為：顧客參與行為、顧客公民行為。本研究將探討這兩種顧客價值共創行為對於消費者的幸福感有何影響。
本研究選擇旅遊業的情境對顧客進行調查。主要研究發現歸納如下：首先，本研究
結果指出，顧客參與行為與顧客公民行為皆顯著地與顧客感知（顧客認為接受到的服務能夠滿足需求的程度、顧客認為對他人有貢獻的感受程度）有正相關。第二，本研究模型當中的兩種顧客感知皆會顯著地正向影響顧客的幸福感，且本研究接著發現這兩種顧客感知對於顧客價值共創與幸福感有顯著的中介效果。此外，集體主義傾向較高的消費者，其對他人有貢獻的感受程度，對於幸福感的正相關程度會較集體主義低的消費者來的強。最後，本研究提供給行銷者管理實務上的建議及未來研究的方向。

It is said that a human being’s ultimate goal is happiness’. Recently, when considering the transformation of consumers through purchasing, it makes sense to consider not only what leads to consumer downfall but also what leads to an especially happy life. Increasingly, value co-creation
plays an important role in our daily life. Customers are actively engaged in value co-creation, either by serving themselves (such as at an ATM) or by cooperating with service providers (e.g., health care). Yi and Gong indicated that there are two types of customer value co-creation behavior: customer participation behavior and customer citizenship behavior. This study examined customers’ in-role participation behavior as well as extra-role citizenship
behavior and their influence on customers’ happiness.
To examine our hypothesis, we chose travel industry as the target industry. The results of this study provide some contributions. First, two kinds of customer behavior in value co-creation are highly positively related to customers’ perception. Second, both customers’
perception was related to happiness/well-being. Third, customers’ perception acts as a mediator between customer behaviors in value co-creation and happiness/well-being. Furthermore, collectivism moderates the relationship between perceived contribution in others’ welfare and happiness/well-being. Finally, this research provides some managerial implications and directions for further research.

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