Title Page
Contents
ABSTRACT 11
I. Introduction 13
1.1. Research Background 13
1.2. Research Purpose and Procedure 14
II. How to Enhance Crowdsourcing Creativity: Study of Appeal by Stimuli Type 16
2.1. Introduction 16
2.2. Theoretical Background 19
2.2.1. Organizational and Crowdsourcing Creativity 19
2.2.2. Enhancing Creative Outcomes: Ad Copy 21
2.2.3. Type of Appeal of Ad Copies 22
2.2.4. Creativity Assessment 23
2.3. Research Framework and Hypotheses 27
2.3.1. Research Framework 27
2.3.2. Hypotheses 28
2.4. Experimental Design and Method 30
2.4.1. Stage I: Ad Copies Development for Stimulus Materials 30
2.4.2. Stage II: Writing Creative Copies to be evaluated 33
2.4.3. Stage III: Judging Creativity 36
2.5. Result 39
2.5.1. Subjects' Perception 40
2.5.2. Experiment I: Creativity for Smartphone Brand 42
2.5.3. Experiment II: Creativity for Perfume Brand 50
2.6. Discussion 57
2.7. Implication and Future Research 62
Theoretical Implication 62
Practical Implication 63
Limitation and Future Study 64
III. Emotional Reaction, Creativity and Task Performance: An Empirical Analysis with Different Phases of ICT Service 66
3.1. Introduction 66
3.2. Theoretical Background 68
3.2.1. Leaders' Emotion and Members 68
3.2.2. Leaders' Emotional Display and Members Emotional Reaction 69
3.2.3. Individual Creativity 71
3.3. The Structural Model and Hypotheses 72
3.3.1. Structural Model 72
3.3.2. Hypotheses 72
3.4. Research Method 74
3.4.1. Organizational Context 74
3.4.2. Samples 75
3.4.3. Measures 75
3.5. Analysis and Result 76
3.5.1. Validity and Reliability of Measure 76
3.5.2. Test of Hypotheses 82
3.6. Discussion 86
3.7. Conclusion and Limitation 89
IV. Temporal Style, Interpersonal Trust and Team Creative Performance: The Moderating Role of Team Members' Need for Cognition 91
4.1. Introduction 91
4.2. Theoretical Background and Hypotheses 92
4.2.1. Time Urgency, Pacing Style and Creativity 92
4.2.2. Team Trust and Creativity 94
4.2.3. Moderating Role of Need for Cognition 95
4.2.4. Team Creativity 97
4.3. Methods 98
4.3.1. Sample and Data Collection 98
4.3.2. Measures 98
4.4. Analysis and Result 102
4.4.1. Data Analysis 102
4.4.2. Descriptive Statistics 102
4.4.3. Test of Hypotheses 103
4.5. Discussion 105
Theoretical Implications 105
Practical Implications 107
V. Interpersonal Trust, Helping Behavior and Creativity of Software Engineers: The Moderating Role of a Narcissistic Personality 108
5.1. Introduction 108
5.2. Theoretical Background 109
5.2.1. Trust and Creativity 109
5.2.2. Helping Behaviors and Creativity 110
5.2.3. Narcissistic Personality 112
5.3. Theoretical Model 112
5.3.1. Model Overview 112
5.3.2. Relationship between Trust Foundations and Help Behaviors 113
5.3.3. Help Behaviors' Influence on Creativity and Task performance 114
5.3.4. Moderating Role of Narcissistic Personality 115
5.4. Methods 115
5.4.1. Procedures and Sample 116
5.4.2. Measures 116
5.5. Result 119
5.5.1. Validity, Reliability, and Common Method Bias 119
5.5.2. Test of Hypotheses 121
5.6. Discussion 123
5.6.1. Summary of Results and Theoretical Implications 123
5.6.2. Practical Implications for Industry 124
VI. Conclusion 126
REFERENCES 128
APPENDIX 7
Appendix 2-1: Survey for Copies 148
Appendix 2-2: Survey for Manipulation 150
Appendix 2-3: Samples of Copies 151
Appendix 2-4: Survery of Experiment Participants 152
Appendix 2-5: Notice for Raters 156
Appendix 2-6: Anova Test (Smartphone) 157
Appendix 3-1. PLS Analysis (path coefficient) 159
Appendix 3-2. Measures and References 160
Appendix 4-1. Measures and References 162
Appendix 5-1. Measures and References 163
Appendix 5-2. PLS and Bootstrapping Results 166
KOREAN ABSTRACT 167
Table 2-1. Creativity in the Business research field 24
Table 2-2. Paired Samples T-test for Emotional vs. Rational Copies 32
Table 2-3. Materials Selections among Copies' Pool 32
Table 2-4. Description of Participants 33
Table 2-5. Description of Raters 37
Table 2-6. Interraters’ Reliability (ICC (2,k)) 38
Table 2-7. ANOVA Test for Manipulation Check 40
Table 2-8. One-way ANOVA Test for Manipulation Check 42
Table 2-9. Descriptive Statistics of Rating Scores 42
Table 2-10. Two-Way ANOVA Test (style of appeal x group) 45
Table 2-11. Independent Sample t-test for Each Stimulus in the Same Group 48
Table 2-12. Independent Sample t-test for each Stimulus in Different Group 49
Table 2-13. Descriptive Statistics of Rating Scores 50
Table 2-14. Two-way ANOVA test (style of appeal x group) 52
Table 2-15. Independent Sample t-test for Each Stimulus in the Same Group 55
Table 2-16. Independent Sample t-test for Each Stimulus in Different Group 56
Table 2-17. Summary of Hypotheses and Results 57
Table 2-18. Descriptive Analysis of Type of Appeal 61
Table 2-19. One-way ANOVA for Creativity in the Categories of Appeal 61
Table 3-1. Description for Participants 75
Table 3-2. Results of Reliability and Factor Analyses 77
Table 3-3. The AVEs and the Correlations between Constructs 80
Table 3-4. Test Hypotheses Result 84
Table 3-5. Comparison of Path Coefficient 85
Table 4-1. Means, Standard Deviations, and Correlations 101
Table 4-2. Results of Regression Analyses 103
Table 5-1. Sample Demographics 117
Table 5-2. Properties of the Constructs 119
Table 5-3. The AVE and the Correlations between Construct 121
Table 5-4. Path Coefficients from Partial Least Squares Analyses 122
Figure 2-1. Conceptual Model for Study 28
Figure 2-2. Experimental Paradigm for Emotional/Rational Stimuli for Creativity 35
Figure 2-3. A Subject is stimulated by Ads of Different Types of Appeal 36
Figure 2-4. Estimated Marginal of Creativity (Smart Phone) 47
Figure 2-5. Estimated Marginal of Creativity (Perfume) 54
Figure 2-6. Estimated Marginal of Creativity (stimuli 1=emotional) 59
Figure 3-1. Structural Model 72
Figure 3-2. Results of PLS 83
Figure 3-3. The Formula for Coefficient Comparison 86
Figure 4-1. Effect of Interaction between Cognition-based Trust and Team Need for Cognition on Team Creativity 105
Figure 5-1. Theoretical Model 113
Figure 5-2. Significant Model Path 123