创造性体验对消费者任务愉悦度的影响——从内隐人格理论视角

Impacts of Creative Experience on Consumers` Task enjoyment——Perspective of Implicit Personality Theory

本研究通过真实实验的方法,验证了内隐人格在创造性体验对消费者任务愉悦感影响中的调节作用。研究发现:内隐人格(特质型和情景型)会调节创造性体验对消费者任务愉悦感的影响,在面对有说明/有结果(或无说明/无结果)的创造性体验时,实体论内隐人格者与渐变论内隐人格者在任务愉悦度上具有显著性差异。实体论者在有说明/有结果的体验任务中,愉悦度更高,而渐变论者在无说明/无结果的体验任务中,愉悦度更高;在面对有说明/无结果(或无说明/有结果)的体验任务时,实体论内隐人格者与渐变论内隐人格者在任务愉悦度上不存在显著性差异。研究结论将有助于指导企业有效开展创造性体验营销。

Through real experiment, this study testified the moderate effect of implicit personality in the impact of creative experience on consumers＇task enjoyment. It was found that implicit personality （chronic and situational） moderates the effect of creative experience on consumer＇s task enjoyment, when facing instruction/outcome （or no-instruction/no-outcome） creative experience, there is significant difference between entity consumer and incremental consumer, entity consumer has higher task enjoyment in the task of instruction/outcome, incre-mental consumer has higher task enjoyment in the task of no-instruction/nooutcome;when facing instruction/no- outcome（or no-instruction/outcome） creative experience,there is no significant difference between entity consumer and incremental consumer. Research findings is beneficial to enterprises to implement creative experience marketing.