创新性特质、品牌化情境如何影响消费者对创新的反应：基于创造性认知理论的研究

对什么决定消费者创新反应的问题，研究者以"特质- - 行为"观点发展理论，并形成了以消费者创新性研究为主流的传统。但现有研究没有考虑品牌化这一基本情境，同时研究结果的有效性不足。本研究采取"个体-情境相互作用"的观点并应用创造性认知理论进行研究。（1）分析不同维度的创新性和不同品牌化情境与创新的创造性认知形成的关系；（2）从内容、结构和加工策略方面定义和描述受创造性和品牌化情境影响形成的创新的创造性认知；（3）检验这一创新的创造性认知（内容、结构和加工策略）对消费者创新反应的作用。以现象学访谈作为定性研究方法，问卷调查和实验方法作为定量研究方法进行研究。其意义在于（1）对个体和品牌化情境作用下创新的创造性认知建立概念体系和理论框架；（2）扩展和深化消费者创新反应的现有理论，对消费者的创新反应的发生机制提供更有效解释；（3）弥补创新的品牌化在品牌战略研究中因长期忽视而留下的空缺。

For what determines consumer responses to innovations, researchers devolop the research trandition who apply "traits-behavior" view and develop consumer innovativeness theory. However, existing studies do not consider the basic branding context where consumer reactions to innovation occurs, meanwhile, the validity of findings is relatively low. According to person-situation interaction view and based on creative cogniton theory, this project try to:(1) analyze the relationships between the different dimensions of innovativeness as well as the different branding scenario and the formation of creative cognition on innovation; (2) define and delineate the creative cognition on innovation in three respects: content, structure and processing strategies; (3) test the effects creative cognition of innovation (content, structure and processing strategies) on consumer responses to innovation. Phenomenological interview is used as a qualitative research method, survey and experimental methods as quantitative research methods. Its significance lies in (1) to establish the concept system and the theoretical framework regarding creative cognition of innovation under the view of person and branding context interaction; (2) expand and deepen analytical framework of consumer response to innovation, and provide valid explanation on its formation process and effect mechanism; (3) make up for the vacancy of study on branding of innovation.