New product creativity orientation: Consumers' view of new product creativity and consumer purchase intention.
详细信息
文摘
As a consequence of strong product competition, most firms must continuously create new products to gain differential advantages and to minimize pressure from imitators, as new ideas are a major source for economic growth Solow 1956； Romer 1990； Bharadwaj, Clark and Kulviwat 2005). However, new product success rate is not substantial. One possible reason for this is that managerial perceived new product creativity NPC) may not be identical with consumer perceived NPC. The academic literature has not reported what the differences are between these two perceptions of NPC and how consumer perceived NPC will influence new product adoption. The author in this study has conceptualized consumer perceived NPC as a function of novelty, communicableness and meaningfulness, and addressed its influences on consumers purchase intentionPI), and has reported the mediator effects of NPC meaningfulness between NPC novelty and PI, between communicableness and PI. A structural equation model is used in this study. The results show that new product novelty and communicableness are related to consumer purchase intention and that new product meaningfulness mediates these relationships. Theoretical and practical contributions, future research and limitations are discussed.