用户创意新颖性对企业创意采纳的影响——基于品牌竞争为中介的实证研究

The Impact of User Creative Novelty on Enterprise Creativity Adoption--An Empirical Study Mediated by Brand Competition

基于产品生命周期理论与品牌关系理论,考虑品牌竞争的中介作用和产品成熟度的调节作用,结合用户、产品和竞争品牌三个层次的影响因素,构建创意新颖性影响企业创意采纳结果的理论模型,利用用户创意评价对模型进行实证分析。研究结果表明,用户创意新颖性的增强会降低企业对用户创意的采纳;品牌竞争在该理论机制中存在部分中介作用;产品成熟度对企业采纳新颖性用户创意存在调节作用,可削弱用户创意新颖性对企业采纳结果的负向影响。

Based on the product life cycle theory and brand relationship theory,considering the mediating role of brand competition and the moderating effect of product maturity,combining the influencing factors of users,products,and brand competition,a theoretical model of creative novelty affecting the results of enterprise creative adoption was constructed.Empirical analysis was conducted using user comments on creativity.The research findings indicate that an increase in user creative novelty leads to a decrease in the adoption of such creativity by enterprises,brand competition plays a partial mediating role in this theoretical mechanism,and product maturity has a moderating effect on the adoption of creative novelty by enterprises,weakening the negative impact of user creative novelty on enterprise adoption outcomes.