行銷相關工作的創造力需求與員工創造力績效受工作特性與組織特性之影響

The Influence of Job Characteristics and Organizational Characteristics on the Need of Creativity and the Performance of Employee Creativity for Marketing Jobs

陳正男(Cheng-Nan Chen) ； 丁學勤(Shueh-Chin Ting) ； 林素吟(Su-Yin Lin) ； 黃雯蓉(Wen-Jung Huang)

《人力資源管理學報》 3卷3期 (2003/09) Pp. 27-55

https://doi.org/10.6147/JHRM.2003.0303.02

摘要

隨著環境快速變遷，「創造力」成為企業一項重要的競爭優勢，如何增強員工的創造力則成為企業致勝的關鍵。基於行銷工作者與創造力關係密切但目前的研究卻很少，因此選擇行銷工作者為實證對象，並採用立意抽樣的方式對行銷工作者進行抽樣調查。探討工作類型、工作特性及組織特性三項因素與創造力需求及創造力績效的關係。
在統計方法上使用因素分析、信度檢定、相關分析與變異數分析等方法進行資料分析，研究結果發現：第一、不同類型的行銷工作對創造力的需求有所差異，產品開發、設計工作與行銷企劃這三種原創性較高的工作對創造力的需求較高，相較之下，市場調查及業務工作對創造力的需求則較低；第二、工作複雜性、工作合作性與創造力需求呈現正向關係，工作例行性與創造力需求則呈現負向關係；第三、創造力需求對員工的創造力績效有正向的影響；第四、當工作複雜性愈高或團隊合作的意願愈高時，愈有助於提升員工的創造力績效；第五、組織能鼓勵創新，主管能支持部屬的創新想法，以及組織能提供充裕的資源來協助員工發展新想法，均有助於提高員工的創造力績效。

關鍵字

行銷工作 ； 創造力需求 ； 創造力績效 ； 工作特性 ； 組織特性

並列摘要

As the business environment varies so rapidly, creativity becomes a competitive advantage for a business; therefore, how to enforce employees' creativity is the key successful factor of an organization. Marketing workers were chosen as target objects, because they were seldom studied by the research of creativity but their jobs need high creativity. Moreover, purposive sampling was the sampling method of the research. Based on job types, job characteristics and organizational characteristics, this research tried to explore the relationships of these variables with the need of creativity and the performance of creativity.
The research exploited questionnaires to collect research data and adopted factor analysis, Cronbach α, Pearson correlation, ANOVA, to analyze the collected data. The results indicate that (1) different marketing jobs need different extents of creativity, (2) the job complexity and the willingness of cooperation have positive relationship with the need of creativity; however, task routine has negative relationship with the need of creativity, (3) there is a positive influence of the need of creativity on the performance of employees' creativity, (4) the job complexity and the willingness of cooperation have positive relationship with the performance of employees' creativity, and (5) the organization's encouragements, supervisor's supportings and ample resources are beneficial to the performance of employees' creativity.

並列關鍵字

marketing jobs ； the need of creativity ； the performance of creativity ； job characteristics ； organizational characteristics

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