消费者创造力研究综述与展望
A Review and Prospects of Consumer Creativity
DOI: 10.16538/j.cnki.fem.20260630.302
引用本文（GB/T 7714-2025）
[1]娜迪莱•艾斯哈尔,周志民.消费者创造力研究综述与展望[J/OL].外国经济与管理,2026,48(09):70-93[2026-11-11].https://doi.org/10.16538/j.cnki.fem.20260630.302.
摘要
消费者创造力是指在消费情境下消费者产生新颖且具备功能性的想法或解决方案的能力。随着人工智能、扩展现实等新兴技术的快速发展，消费者创造力的产生过程、测量方式、影响机制及后果均发生了显著变化，亟需开展系统性研究综述。本文首先系统回顾了消费者创造力的概念内涵、类别以及与价值共创和顾客参与等概念的区别，并归纳了新的测量方式及其演进，如AI评估法。其次，基于消费者创造力中的“人（个体与群体）—消费者创造力的管理方法—消费者创造力的环境”框架，系统梳理了激发消费者创造力的前因及其机制，如扩展现实和人工智能等技术对消费者创造力的影响。再次，归纳了消费者创造力对个体、群体及企业的影响。最后，从测量方式、主体（个体与群体）、管理方法、环境因素和后果效应等维度提出了未来研究方向。综上，本文系统梳理了消费者创造力研究的发展脉络，关注了人工智能等新兴技术背景下消费者创造力研究的新变化与未来发展方向，为相关理论研究和企业实践提供了参考。
Consumer creativity refers to consumers’ ability to generate novel and functional ideas or solutions within consumption contexts. With the rapid development of emerging technologies such as artificial intelligence (AI) and extended reality, the processes through which consumer creativity is generated and measured, as well as its antecedents, underlying mechanisms, and consequences, have undergone significant changes, creating an urgent need for a systematic review of the literature. First, this paper systematically reviews the concept and dimensions of consumer creativity, its classifications, and its distinctions from related concepts such as value co-creation and customer engagement. It also summarizes the evolution of measurement methods, including AI-based evaluation methods. Second, based on the framework of “people (individual and group) in consumer creativity – management approaches to consumer creativity – environment of consumer creativity”, this paper synthesizes the antecedents and underlying mechanisms of consumer creativity, with particular attention to the roles of extended reality and AI technologies. Third, this paper reviews the consequences of consumer creativity at the individual, group, and firm levels. Fourth, this paper proposes that future research can advance the study of consumer creativity from multiple dimensions, including measurement, people, management, environment, and outcomes. Overall, this paper provides a comprehensive review of the development of consumer creativity research, highlights emerging trends in the context of new technologies such as AI, and offers insights for both academic research and managerial practice.
关键词： 创造力,消费者创造力,个体与群体创造力,消费者创造力管理,消费者创造力环境
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