برداشت های مصرف کننده از خلاقیت، تازگی، ارزش و نگرش محصول
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|40741||2015||7 صفحه PDF||سفارش دهید||5863 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 68, Issue 1, January 2015, Pages 166–172
Of the two dimensions of creativity, novelty and meaningfulness, the importance of novelty is mixed in empirical managerial research. This study extends creativity research to consumers. The model first proposed that perceived value mediates the relationship between creativity and product attitude. When early research revealed that product novelty does not influence perceived value and attitude directly and that consumers value novelty only if it leads to perceptions of coolness, the proposed model added coolness as a mediator. Results show that novelty influences coolness, which affects hedonic value which in turn, impacts consumers' attitude whereas meaningfulness influences attitude by affecting utilitarian value. Thus, for customers to appreciate a new product, it must either be meaningful or if novel, it must also be cool.