| Summary: | 碩士 === 國立彰化師範大學 === 人力資源管理研究所 === 95 === To cope with the changing environment and satisfying customer’s need, the organizations gradually became the team-based structure, especially advertisement design team. Hence, it was important to explore how to increase team creativity. The team could stimulate divergent thinking to improve creativity through humor. But the perceptions of kinds of humor were not the same in different cultures. Mangers who used defeating humor would reduce team members’ confidence to team leader in Individualism context. Members also thought defeating humor was an improperly behavior. But in Chinese culture, we accepted defeating humor for maintaining the harmony and the group benefits. Hence, the defeating humor would make difference impact in Chinese culture.
During the process of AD design, organization needed different kinds of professions to increase creativity. Hence, we discussed how team diversity affected team creativity. The relationship between team diversity and team creativity was inconsistent. Some researches indicated diversity affected team positively, but other researches state it was hard to integrate diversity because of various opinions. Therefore, there were some moderators between team diversity and team creativity. In this study, first, we discussed how different kinds of humor used by team leader moderated the relationship between team diversity and team creativity. Second, because of the functions of humor in the workplace facilitated communication and increased creativity, we also discussed humor at team level.
This research was conducted at advertising times-award in recent five years by purposive sampling. Each of the 152 subjects was given a questionary to fill out. Total of 87 questionaries were returned. Out of those, 75 teams was valid. Valid samples were analyzed through confirmatively factor analysis and hierarchical regression analysis. Conclusion and recommendations were made from statistical results. Results suggested that team leaders used self-defeating humor affect team creativity effectively than affiliative humor, and both of two humor styles moderated the relationship between informational diversity and team creativity. Additionally, team humor moderated the relationship team diversity and team creativity. We discussed the practical implications of these results as well as the research implications for future studies.
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