创意消费中的产品创意传递模型分析

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摘要研究以创意体验价值为核心,通过建立和分析产品创意各维度与功能体验价值、享乐体验价值和社会体验价值以及行为意向变量之间关系的模型,通过500个样本的实证分析得到结论:产品的适宜性和新颖性对于提高体验价值具有不同作用,并通过不同的路径影响消费者意向。

作者兰斓

机构地区上海商业发展研究院特华博士后科研工作站

出处《中国市场》 2015年第48期92-97,共6页 China Market

关键词产品创意创意体验传导机制体验价值

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中国市场

2015年第48期

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