Why Customers Like Technology Interface Creative Leisure Activity?

摘要

In postmodern world, customers are not satisfied with passively receiving products or services; on the contrary, they show more and more interests on actively cocreating the products with firms. Thus a new business sector, which is so-called creative leisure activity, is developing rapidly. However, marketing literature still lacks powerful explanations to understand why customers enjoy it. This study merely focuses on technology interface creative activity in order to explain the experiential value rather the personalized product value of creative leisure activity. A research model is built based on hedonic (the pleasure of needs fulfillment) vs. Eudaemonist (the pleasure of selfactualization) theory to explain customer psychology mechanism during the process. Results show that this model has a powerful explanation to creative experience evaluation and activity loyalty, and eudemonics happiness is proved to be the initial drive of creative activity loyalty.