It is of great significance to clarify the mechanism of users’ value co-creation behavior for the sustainable development of virtual travel community. Based on S-O-R framework, and starting from users’ perceived features of virtual travel community, this paper introduced the attachment theory to explore the mechanism of users’ value co-creation behavior. A hybrid method based on Structural Equation Model (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) was adopted in this paper. This study found that: (1)Users’ perceived features of virtual travel community have a significantly positive influence on both group attachment and interpersonal attachment, but it cannot directly trigger users’ value co-creation behavior unless emotional attachment plays its mediating role, and the mediating effect of group attachment is more significant than interpersonal attachment; (2)according to the results of qualitative comparative analysis, two types of configurations leading to users’ value co-creation behavior are obtained, of which entertainment is an essential condition for the outcome, and aggregation, influence power of information source, group attachment and interpersonal attachment play core roles in part.