Creative process engagement is an under researched topic in both marketing and psychology,and there are very limited understandings of the antecedents and consequences of consumers’ creative process engagement.Synthesizing theories of creativity componential theory,self-determination theory and cognitive evaluation theory,this research built and tested a theoretical model to investigate the antecedents and consequences of creative process engagement.Using quasi-experiment and structural equation model analysis,we found that,as anticipated,consumer knowledge,creative self-efficacy and intrinsic motivation were positively related to creative process engagement.The result also indicated that creative process engagement could affect task experience and creativity through perceived autonomy and perceived competence.In contrast to previous study,we found that perceived autonomy had negative impact on task experience and creativity.