| Summary: | 碩士 === 國立中正大學 === 成人及繼續教育所 === 94 === This research aims at probing the relation between creativity role identity and creativity , and probe into the creativity role identity and approve the factor formed. In past research , are mostly only verifying the reason why creativity is being formed , approve relevant positive research of the creativity role identity is lack, so this research plans to regard this knowledge breach as the discussion further of breakthrough point. Particularly, foundation study purposes for (1)Probe into advertising staff perceived coworker creativity expectations , self-views of creative behavior , perceived supervisory creativity expectations, with staff creativity role identity relation way that admit. (2)Probe into the moderate effect of perceived organizational valuing of creativity to the model of creativity role identity.
In order to reach above-mentioned purposes, this research regards advertising staff as the research object, and depend on the size of every advertising agency in mother's colony, divide one layer of random samplings pro rata, in order to choose the sample with representative. And adopt the investigation method of the questionnaire mainly , collect the materials for the tool with " influencing creativity role identity to approve the questionnaire that studies of the factor ", the effective sample retrieved altogether in questionnaire investigation is 422, use SPSS to carry on describing statistics in order to find out about sample structure, and adopt the verification carrying on the research way by way of LISREL structure equation model, and the materials analysis result makes the creativity role identity admit that the way is verified, and then the interference effect to the way of perceived organize creativity value in order to verify the moderation, so divide the sample into perceived type two groups of level.
The result of study finds perceived organize creativity value can moderate creativity role identity model.This result of study can be regarded as the reference basis of creativity development of human resources , can also offer the direction in which organizational innovation manage , and make the staff excite more intention ideas, in order to improve the performance of advertising.
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