物理环境对消费者创造性的影响研究

With the rapid economic growth, consumer creativity (especially the factors influencing consumer creativity) has become an important research topic in marketing. Recently, among the various influencing factors, the impact of physical environments on consumer creativity has received more and more research attention. However, the past investigation in this area still suffers from some limitations (e.g. limited number of factors examined, lack of understanding about the underlying mechanism), which requires a more comprehensive, more systematic and deeper examination. Based on the theories in marketing, psychology, sociology and other related fields, the present research aims to explore the influence of physical environments on consumer creativity. Particularly, we focus on three types of common but important environmental factors - scent, shape and temperature, and investigate the following issues: (1) explore the impact of these factors on consumer creativity; (2) based on the theories of processing styles, uncover the underlying mechanism of the influence of these factors; (3) examine the moderating effects of individual difference on the impact of these factors. By bridging the gap in previous literature, this research will make significant theoretical contributions to the marketing and consumer behavior domain. Findings of this research will have important practical implications for consumers to utilize environmental elements to enhance their creativity. It will also have important marketing implications for firms to design better marketing strategies to prompt consumer creativity and then benefit their products/services. Finally, findings of this research will help government or public administrators design effective public policies that will facilitate the forming of creative thinking habit and raise the the creativity level of the whole society.

随着经济的飞速发展，关于消费者创造性以及其影响因素的探讨成为营销领域的研究热点，而在众多影响因素中，物理环境对创造性的影响研究近年来逐渐得到学界和业界的关注。但是，已有关于物理环境对消费者创造性的影响研究还存在许多局限，亟待营销学者对这一问题进行更深入、更全面和更系统的探讨。因此，本项目从思维方式的角度出发，以"环境气味"、"环境形状"和"环境温度"作为突破口，系统地考察物理环境对消费者创造性的影响，聚焦于揭示这三类因素对消费者创造性的影响结果和内在机制，同时在探索物理环境的影响同时引入消费者个人因素的调节作用，从而填补前人研究的空白。研究结论不仅将对消费者行为（尤其是消费者创造性）研究产生重要的理论意义，为提升消费者创造性提供理论支持，对我国企业如何利用物理环境提升消费者创造性，进而更好地进行营销具有重要的管理启示，也将为决策部门如何通过物理环境调整提升全民创新能力提供有益的政策参考。

在今天的中国，创新已开始成为经济发展的重要推动力量，关于如何提升整体创新能力的探索也成为社会关心的问题，而促进消费者日常创造性的发挥、形成创新习惯正是其中不可或缺的部分。本项目按原定计划对消费者创造性的相关文献进行了系统回顾，并从思维方式的角度出发，以“环境温度”和“环境气味”作为突破口系统地揭示了物理环境对消费者创造性的影响结果和内在机制。与此同时，本项目还综合研究了更广范围的情境因素（物理环境及社会环境因素）对消费者行为的综合影响，内容涉及环境温度、权力状态、信息披露方式和价值观念等方面。. 研究团队基于相关研究成果撰写了多篇学术论文，发表于国际国内消费行为相关的优秀学术期刊（International Journal of Research in Marketing，《心理学报》等；并有相关论文在Marketing Letters和Journal of Business Research进行第二轮评审），还有一些研究正在进行中，预期后续会有更多文章在国内外一流学术期刊上发表。与此同时，基于本课题的研究，研究团队培养了多名从事学术研究的学生，并与这些学生合作研究发表了多篇文章。. 项目通过探讨多种常见的、重要的、并且被前人所忽视的环境因素对消费者行为的影响，填补了前人的研究空白，丰富营销学和消费者心理学领域对环境因素影响的了解。项目寻找到简单而又有效的促进消费者创造性发挥或者提升消费者消费体验（例如，本课题中的涉及到的环境因素）的方法，不仅对提升消费者福利具有重要的意义，并且能够帮助企业更好地营销其产品和服务。