A competitive resource: consumer-perceived new-product creativity. Issue 7 (9th March 2020)

• Record Type: Journal Article
• Authors: Xu, Bing
• Is Part Of: Journal of product & brand management. Volume 29:Issue 7(2020)
• Page Start: 999
• Page End: 1010
• Publication Date: 2020-03-09
• Subjects: Product development -- Creativity -- Purchase intention -- Product innovation -- Meaningfulness -- Novelty -- Product creativity -- Communicableness; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-10-2018-2075
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : Purpose: This paper aims to examine the influences of consumer-perceived new-product creativity (NPC) on consumers' purchase intentions (PIs), along with the mediating effects of NPC meaningfulness between NPC novelty and PI, and between NPC communicableness and PI. Design/methodology/approach: Data were collected through a self-administrated survey approach in the South West of the USA. Hypotheses were tested by using structural equation modeling and a sample consisted of 463 respondents. Findings: The study shows that new-product novelty and communicableness are positively related to consumers' PIs while new-product meaningfulness mediates these relationships. Research limitations/implications: This research advances the existing creativity literature by probing the core component among different creativity constructs. The study also contributes to the consumer-behavior literature, which has rarely examined consumers' perceived creativity. Practical implications: This research offers theoretical foundations and guidelines for entrepreneurs and small firms to develop new products and promotion strategies. Usefulness as a dominant product/service factor should be emphasized in practice. Originality/value: A research gap at the interface of new product development and consumer behavior is addressed by investigating the effect of consumer-perceived NPC on consumers' purchase behaviors.