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Openness to experience as mediator of the relationship between product creativity and purchase intention

Although past studies have found a positive relationship between product creativity and purchase in-tention, little is known about the underlying process behind this relationship. The present study ad-dressed this gap by examining the role of openness to experience in the relationship between produc...

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Main Author: Tan, Chee-Seng
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2016
Online Access:http://journalarticle.ukm.my/10102/1/227-893-1-PB.pdf
http://journalarticle.ukm.my/10102/
http://spaj.ukm.my/ppppm/jpm/issue/view/26
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spelling my-ukm.journal.101022017-02-07T10:04:56Z http://journalarticle.ukm.my/10102/ Openness to experience as mediator of the relationship between product creativity and purchase intention Tan, Chee-Seng Although past studies have found a positive relationship between product creativity and purchase in-tention, little is known about the underlying process behind this relationship. The present study ad-dressed this gap by examining the role of openness to experience in the relationship between product creativity and purchase intention. Participants (88 undergraduate students) evaluated creativity of a self-nominated product and reported the extent to which they are willing to buy the product, as well as their openness to experience. Analysis showed that there was a positive relationship between product creativity and openness to experience and these two variables were significantly correlated with pur-chase intention. Furthermore, mediation analysis supported that product creativity increases purchase intension indirectly through openness to experience. The findings shed light on the mechanism of how product creativity increases purchase intention and serve as an evidence for future studies to investigate how and what aspects of product creativity that enhance individual’s sense of openness and purchase intention. Penerbit Universiti Kebangsaan Malaysia 2016 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10102/1/227-893-1-PB.pdf Tan, Chee-Seng (2016) Openness to experience as mediator of the relationship between product creativity and purchase intention. Jurnal Psikologi Malaysia, 30 (2). pp. 127-131. ISSN 2289-8174 http://spaj.ukm.my/ppppm/jpm/issue/view/26
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Although past studies have found a positive relationship between product creativity and purchase in-tention, little is known about the underlying process behind this relationship. The present study ad-dressed this gap by examining the role of openness to experience in the relationship between product creativity and purchase intention. Participants (88 undergraduate students) evaluated creativity of a self-nominated product and reported the extent to which they are willing to buy the product, as well as their openness to experience. Analysis showed that there was a positive relationship between product creativity and openness to experience and these two variables were significantly correlated with pur-chase intention. Furthermore, mediation analysis supported that product creativity increases purchase intension indirectly through openness to experience. The findings shed light on the mechanism of how product creativity increases purchase intention and serve as an evidence for future studies to investigate how and what aspects of product creativity that enhance individual’s sense of openness and purchase intention.
format Article
author Tan, Chee-Seng
spellingShingle Tan, Chee-Seng
Openness to experience as mediator of the relationship between product creativity and purchase intention
author_facet Tan, Chee-Seng
author_sort Tan, Chee-Seng
title Openness to experience as mediator of the relationship between product creativity and purchase intention
title_short Openness to experience as mediator of the relationship between product creativity and purchase intention
title_full Openness to experience as mediator of the relationship between product creativity and purchase intention
title_fullStr Openness to experience as mediator of the relationship between product creativity and purchase intention
title_full_unstemmed Openness to experience as mediator of the relationship between product creativity and purchase intention
title_sort openness to experience as mediator of the relationship between product creativity and purchase intention
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2016
url http://journalarticle.ukm.my/10102/1/227-893-1-PB.pdf
http://journalarticle.ukm.my/10102/
http://spaj.ukm.my/ppppm/jpm/issue/view/26
_version_ 1643738004101005312
score 13.211869

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