顾客为什么参与创造？ ——消费者参与创造的动机研究

Why Does A Consumer Participate in the Co-creation？A Study on Consumers’ Creative Motivation

从消费者参与企业价值创造的角度研究了消费者创造动机与创造意愿之间的关系，结果说明，一般创造性理论所证实的认知需求并未对消费者创造意愿产生显著影响，而独特性产品需求、独特性体验需求以及创造激励对消费者创造意愿产生了显著的正面影响研究还发现，信任和创造激励分别调节了独特性产品需求和独特性体验需求与创造意愿之间的关系。

Nowadays consumers are increasingly participating in the process of new product development. In our study， we researched consumer creativity from the perspective of creative participation. Creative participation is defined as consumers’ co-creation novel and valuable products， services， ideas， consumption experiences with firms during their purchase or consumption process. According to plenty of evidence of empirical researches， Need for cognition (NC)， and Encouragement for creativity had a pos