THE IMPACT OF SITUATIONAL INVOLVEMENT ON CONSUMER PROBLEM-SOLVING CREATIVITY － SELF-CONSTRUAL AND GENDER AS MODERATORS

• Main Authors: I-hsuan Ho, 何宜軒
• Other Authors: none
• Format: Others
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gzb9ec

碩士 === 大同大學 === 事業經營學系(所) === 106 === Problem-solving creativity plays a very important role in human’s history. From ancient times to the present, people continue using creativity to solve all difficulties in the circumstance of inconvenience. However, creativity is still under the continuous research and investigation. Consumers have more opportunities to develop their creativity; it not only promotes new learning but also stimulates the development of creativity. Though creativity has received sporadic attention and some degree of conceptual development in past consumer research , it has not received sustained consideration, and there have been few empirical studies. Thus the purpose of the research is to discuss the impact of situational involvement towards consumer’s problem-solving creativity. Self-construal and gender difference are used as mediator variables for research and discussion. The research uses students at Tatung University as the research objects and conducts the experimental design of object groups as 2 (situational involvement: high, low) x 2 (self-construal: independent, interdependent) x 2 (gender: males, females). There are two different questionnaires for different situations. 127 copies of questionnaire were returned for experiment 1 and 130 copies for experiment 2 with total 257 copies of valid questionnaires returned. The research results show that: (1) Situational involvement has significant effect by problem-solving creativity. (2) The type of self-construal has no significant moderating effect of situational involvement on problem-solving creativity (3) Gender will interfere with the influence of situational involvement on problem-solving creativity.