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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| Format: | Article |
| Language: | en |
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Penerbit Universiti Kebangsaan Malaysia
2016
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| 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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| _version_ | 1831356950633250816 |
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| author | Tan, Chee-Seng |
| author_facet | Tan, Chee-Seng |
| author_sort | Tan, Chee-Seng |
| building | Tun Sri Lanang Library |
| collection | Institutional Repository |
| content_provider | Universiti Kebangsaan Malaysia |
| content_source | UKM Journal Article Repository |
| continent | Asia |
| country | Malaysia |
| 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 |
| id | my-ukm.journal-10102 |
| institution | Universiti Kebangsaan Malaysia |
| language | en |
| publishDate | 2016 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| record_format | eprints |
| 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 |
| spellingShingle | Tan, Chee-Seng Openness to experience as mediator of the relationship between product creativity and purchase intention |
| title | 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_short | 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 |
| 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 |
| url_provider | http://journalarticle.ukm.my/ |