顧客參與共同生產的行為，已經無所不在的深入你我的周圍，雖然過往的研究，顯示了消費者參與共同生產行為，對於企業與顧客間的有顯著的好處，但是，卻往往忽略了共同生產難度對消費者產生的負面影響。故本研究採用公平理論，去探討共同生產難度對滿意度的影響，並藉由提升顧客的價值，來調節共同生產難度對滿意度的負向影響。本研究採用網路問卷（survey cake）的方式，共計回收420份有效樣本，並佐以結構方程模式檢測主要效果，以及利用調節迴歸驗證調節假說。結果顯示，共同生產難度會對滿意度造成負向的影響，另外，本研究的八個調節假說中，共有六項達到顯著，能夠趨緩消費者對於共同生產難度影響，依序為認知利益、經濟效益、務實利益、社會利益、個人利益以及廠商對於共同生產時提供的即時幫助，但享樂效益和廠商代替消費者生產並不具備調節效果。

The concept that customers engage in the coproduction is universal. However, previous researches had predominantly identified beneficial aspects of coproduction in contrast to traditional firm production, and the pivotal role of coproduction intensity within coproduction processes has been largely neglected. Based on equity theory, this exploratory research discusses the coproduction intensity affect satisfaction . Moreover, the research also investigated a moderating role of moderators on coproduction intensity and satisfaction . Data was collected from 420 respondents who had engaged in coproduction ,with questionnaire and which had been analyzed with structural equation modeling(SEM) as well as moderated multiple regression(MMR) statistical method. The results indicate that main effect of coproduction intensity on customers’ satisfaction is significantly negative. As to the moderator, including cognitive benefits、economic benefits、pragmatic benefits、social benefits、personal benefits and Self-Service Support have positive moderating effect on coproduction intensity and customers’ satisfaction.

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