| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 94 === In the tendency of the knowledge economy, human resource becomes more
important assets in enterprises. The staff''s creativity is noticed gradually. Therefore,how to advance the staff’s creativity becomes an important issue to research.
This research aims at probing into：（1）The different personality, organizational culture and staff''s creativity in different department.（2）The influence of different personality on staff''s creativity.（3）The influence of different organizational culture on staff''s creativity.
This research carried out the investigation through the questionnaire, and selects the Eastern Broadcasting Corporation as research object. This study was practiced through a survey to the managers and employees in Eastern Broadcasting Corporation（EBC）.
The main findings of this research are as follow：
1. In different department have different personality, organizational culture
and staff''s creativity.
2. The personality of openness to experience possess highest creativity, and
in turn, emotional stability, extraversion, conscientiousness and
agreeableness.
3. The organizational culture of aggressive-innovative culture possess highest
creativity, and in turn, prudential-pressured culture, harmonious-
supportive culture and bureaucratic culture.
This research contribution lies in the result can have advance both in academia and practice.
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