How showing others' ideas influences consumer creativity: The moderating role of participation motivation

Organizations increasingly believe in the value of engaging consumers actively in innovation, and knowledge and creativity are widely recognized as key competitive factors. This study considers consumers' utilitarian and hedonic motivations in a research model based on goal-setting theory and explores the effect of consumer knowledge acquisition on creativity—specifically, the mediating role of knowledge acquisition on consumer creativity in the context of whether or not to show others' ideas—and discusses the moderating role of consumer engagement motivations in the context of the relationship between whether or not to show others' ideas and knowledge acquisition. The results show that consumers reported higher levels of creativity in the context of presenting others' ideas; utilitarian consumers had a higher willingness to acquire knowledge and thus reported higher levels of creativity than hedonistic consumers.