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在消费者参与企业的创造性活动中,样例展示能否提高消费者创意的新颖性?本研究通过区分样例类型(独特样例vs.普通样例)和样例设计者来源(专家vs.普通消费者),采用两个实验,考察了这两种因素对消费者创意新颖性的影响。结果表明,与普通样例相比,独特样例展示促进了消费者创意的新颖性;样例独特性对消费者创意新颖性的影响会随着设计者来源的不同而变化;消费者在创造性活动中产生的远距离类比数量解释了样例独特性与设计者来源对消费者创意新颖性的影响。研究结论为管理消费者参与企业创造性活动提供了管理启示。
In the creative activities of consumer-participating firms, sample examples show the novelty of consumer creativity. By dividing the sample types (unique vs. common) and sample designer (expert vs. Ordinary consumers), using two experiments, examines the impact of these two factors on consumer novelty. The results show that, compared with the common sample, the unique sample display promotes the novelty of the consumer’s creativity; the influence of the sample uniqueness on the novelty of the consumer’s creativity changes according to the origin of the designer; and the consumer’s creativeness The amount of long-range analogies produced during the activity explains the impact of sample uniqueness and designer origin on the novelty of consumer creativity. The findings provide management implications for managing consumer engagement in creative activities.