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目的:研究金钱概念对顾客创造力的影响以及创造自我效能的中介作用。方法:采用金钱刺激或金钱线索启动金钱概念,然后使用创造力测量工具,直接或间接地检验顾客的创造力。结果:1启动金钱概念可以有效地提高顾客解决问题时的流畅性、原创性和认知灵活性;2金钱概念对创造力的影响是通过创造自我效能的中介作用;3金钱概念积极影响顾客的新产品接受意愿。结论:金钱概念通过创造自我效能作用,提高了顾客创造力。
Objectives: To study the impact of the concept of money on customer creativity and the intermediary role in creating self-efficacy. Methodology: Use monetary stimulus or money cues to start the concept of money and then use the Creativity Metrology tool to directly or indirectly test the customer’s creativity. Results: 1 The concept of money can effectively improve customer fluency, originality and cognitive flexibility in solving problems; 2 the impact of money concept on creativity through the intermediary role of creating self-efficacy; 3 the concept of money positively affects the customer New product willingness to accept. Conclusion: The concept of money improves customer creativity by creating self-efficacy.