随着价值创造方式的变迁,消费者的角色与行为正在不断地发生演化.文中基于Web2.0这一虚拟交互平台,通过对产消者及价值共创的理论回顾界定了产消者价值共创行为,在分析产消行为的驱动因素及影响结果的基础上构建了产消者价值共创行为研究框架,最后有针对性地提出几点管理建议,以期促进企业与产消者间的和谐与合作,实现共赢.“,”With the change of value creation mode,the role and behavior of consumers are constantly evolving.The study defines value co-creation behavior of prosumer by reviewing the theory about prosumer and value co-creation based on the virtual interaction platform of Web2.0.Then,it constructs a research framework about the value co-creation behavior of prosumer on the basis of analyzing the driving factors and the impact results of prosume behavior.Finally,it puts forward some management proposals to promote harmony and cooperation between company and consumers and to achieve a win-win situation.