Sharing economy is becoming increasingly popular, which brings many benefits to consumers and society. However, these are many failure cases in this industry. Customer cooperation largely affects the success and performance of sharing economy. As customers are involved in the service delivery process, firms should encourage customers to co-create value. Drawn from organizational citizenship behavior (OCB) theory, this study defines value co-creation in terms of in-role and extra-role participation. For enhancing user participation, this study further take the institutional perspective grounded in service-dominant (S-D) logic to provide a framework regarding deterrence and reciprocity approaches for enhancing user participation. Regarding deterrence approach, perceived sanction certainty, severity, and celerity as well as perceived effectiveness of legal protection can increase rule compliance intention, which in turn increases in-role participation. Regarding reciprocity approach, perceived relationship investment can enhance user satisfaction and user role identification, which in turn promotes user in-role and extra-role participation.