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/ http://journalarticle.ukm.my/10102/ http://journalarticle.ukm.my/10102/1/227-893-1-PB.pdf

id	ukm-10102
recordtype	eprints
spelling	ukm-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
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
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/ http://journalarticle.ukm.my/10102/ http://journalarticle.ukm.my/10102/1/227-893-1-PB.pdf
first_indexed	2023-09-18T19:56:32Z
last_indexed	2023-09-18T19:56:32Z
_version_	1777406566520061952

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

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