The Impact of User Creative Novelty on Enterprise Creativity Adoption——An Empirical Study Mediated by Brand Competition
Based on the product life cycle theory and brand relationship theory,considering the mediating role of brand competition and the moderating effect of product maturity,combining the influencing factors of users,products,and brand competition,a theoretical model of creative novelty affecting the results of enterprise creative adoption was constructed.Empirical analysis was conducted using user comments on creativity.The research findings indicate that an increase in user creative novelty leads to a decrease in the adoption of such creativity by enterprises,brand competition plays a partial mediating role in this theoreti-cal mechanism,and product maturity has a moderating effect on the adoption of creative novelty by enter-prises,weakening the negative impact of user creative novelty on enterprise adoption outcomes.
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