基于消费者体验的产品创意维度构成及测量

The Dimensions and Measurement of the Product Creativity Based on Consumer Experience

创意是一个个人的或社会的现象,同个人化判断或社会判断有关。虽然国外从消费者感知的角度对创意的研究逐渐增多,但国内还未出现任何对创意体验的实证研究。本文站在顾客感知的角度探索创意体验的维度构成,并采用探索性因子分析和确定性因子分析确定创意体验的三维度,即新颖性评价、风格性评价和响应性评价,从客观性社会标准和主观性体验感知等不同层面解构创意维度的构成,弥补了现有创意评价模型主观性过强或缺乏与人互动的不足。

Creativity is a personal or social phenomenon related to individual judgment or social judgment.Researches on creativity from the perspective of consumers have been increasing abroad,but there is not any empirical research on creativity experience in China mainland so far.In this paper,we explore the scale of creativity based on consumer perception by conducting exploratory factor analysis and confirmatory factor analysis,and then build a three-dimension scale of creativity experience（SCE）：novelty,style and identification,analyzing creativity from the perspective of objective social criteria and subjective individual experience.It sheds light on creativity researches and completes previous assessment model,which is either too subjective or short of interaction between individuals.