Product Creativity Assessment Based On Consumer Satisfaction

In the current value-based economy, companys compete to match customer needs and requirements by adding various types of value to products. One example of this added-value is product creativity. Product creativity offers potential value for consumers not only by adding quality and aesthetic to product features, but product also allow customers to feel an emotional impact and identity with the product. Whether the values pertained to product creativity admired or accepted by customers depends on the customer satisfaction. Measuring the product creativity based on customer satisfaction is just the aim of this thesis.First, the comparison of measurement tools reveals strengths and weakness for each method, and reveals the need for more valid, applicable and predictive measures of product creativity. Then from the view of customer satisfaction theory, the product creativity construct components are defined. The research reviewed the consumer overall behavior modl and the development of product creativity theory. This research also introduced the most new product creativity instrument—Product Creativity Measurement Based on Consumer Perception. Combine this instrument and the Humen Information Processing Model, incorporating the customer satisfaction into the product creativity instruement; get the product creativity measurement model. This model revealed the relation between the product creativity and the customer satisfaction, also the relation between the product creativity and the wiliness to purchase. Finally, validated this model through the research of Shenzhen Pinko Company Ltd.. Through the validation progress, the design criteria of this company are determined. At the same time, the model is validated to be impliable.