创意产品分析模型修正及创意与体验价值的关系

The modification of creative product analysis matrix modelbased on Chinese consuming context and relationship ofcreativity and experience value

目前被广为使用的创意产品分析矩阵(CPAM)模型主要应用于评价有形产品,然而“体验”是基于情感和认知的互动性感知,具有明显的主观性和复杂性,为了得到更为合理的适应中国市场的创意产品测量模型,以有形产品和无形产品为研究对象,对CPAM模型进行修正,构建中国消费者的创意产品分析模型,并通过验证创意与体检价值之间的关系进一步探索其中最有价值的因子。研究结果显示:中国创意产品分析模型除新颖性和解决性外,还加入了情感性的整体评价;3个维度的评价与产品创意的整体评价相一致;且3个维度都显著影响消费者体验价值。研究结论对企业进行创意产品设计和营销策略具有借鉴作用。

The widely used creative product analysis matrix(CPAM)model is mainly used to evaluate tangible products.However,“experience”is based on the emotional and cognitive interaction,which means that it is more subjective and complicated.In order to get a reasonable measurement model of creative products to adapt to the Chinese market,the present paper modifies the CPAM model and develops a scale to measure the product creativity based on the Chinese consuming context,and finds the most valuable factor by exploring the relationship of the creativity and the experience value.The empirical results show that besides the novelty factor and resolution factor,the affect factor is included in the creative product analysis model.The evaluation of the three dimensions is consistent with the overall evaluation of the product creativity,and the three dimensions have a significant effect on the consumer experience value.The conclusions are valuable to the creative product design and the marketing strategy.