Individual Creativity

• Main Authors: Pei-YuKuo, 郭佩喻
• Other Authors: Hsi-An Shih
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/18095090192766621754

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === This research is going to investigate the influence of market-related knowledge and technology-related knowledge on new product development people (NPD)’s creativity performance. Besides, we explore how the personal factors, including need for cognition, empathy, growth need strength, organizational identification and professional identification, moderate the relationship with knowledge and creativity. Our main sample came from high-tech firms’ NPD people and totally 168 samples. We designed questionnaire A and B and verified all hypothesis by hierarchical regression analysis. Followings are the results: 1. Both technology and market-related knowledge will be positively related to creativity and bring value to the organization. 2. New product developers’ personal characteristics, including need for cognition, empathy and growth need strength, will positive moderate the relationship between technology-related knowledge and creativity. 3. New product developers’ professional identification in marketing domain will negative moderate the relationship between technology-related knowledge and creativity. 4. Only New product developers’ empathy will positive moderate the relationship between market-related knowledge and creativity. Our study is the first to integrate the social perspective of creativity theory and theoretical arguments from the social psychology tradition to systematically explore the relationship between individuals’ domain knowledge and creativity performance. We also examine personal factors, namely one’s empathy capability and need for cognition, that have not been studied in the creativity literature. In addition, we treat personal characteristics as moderators to see their impact on knowledge and creativity.