The Relationships among Employee’s Goal Orientations, Creative Self-Efficacy, and Creativity for the Business Hotels in Taiwan: Using Job Characteristics as the Moderators

• Main Authors: Hung-Ming Chen, 陳宏銘
• Other Authors: Wan-Er Jiang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/81466195371965253063

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 98 === Due to the many occasions of large International activities held, and cross-straits direct links with mainland China has recently increased international visitors to Taiwan, hence the business travelers are also increasing. Thus, Taiwan hoteliers nowadays have to put more efforts to serve business travelers other than the tourists. The subjects of this study are the employees of general business hotels in Taiwan, to explore how they perform creativity to satisfy the customers’ needs and to improve their work efficiency, using goal orientations, job characteristics and creative self-efficacy as the cause variables. The samples of this study were conducted in 23 hotels in Taiwan and 108 valid questionnaires were collected. The results showed of employee’s goal orientation aspects, only proof orientation significantly affect creativity, thus employees with proof orientation can positively affect their creativity through creative self-efficacy as fully mediating effect. As for moderating effect, the results showed that standardization moderates the relationship of proof orientation and creative self-efficacy, and the relationship of avoidance orientation and creative self-efficacy; skill variety moderates the relationship of learning orientation and creative self-efficacy; “feedback from the job itself” moderates the relationship of avoidance orientation and creative self-efficacy. Among aspects of job characteristics defined by this study, only autonomy cannot moderate the relationship of any goal orientation aspects and creative self-efficacy.