An Empirical Study On The Relationship Between Core Self Evaluation,Goal Orientation And Individual Creativity

In today's society,the economic and competition have became globalized,and enterprises are faced with more and more challenges and pressures.To survive in this harsh environment,create new products and new technology has become an important way.With the recognized fact that "people" is the essence,the innovation of an enterprise is rooted from its internal individual creativity.Therefore,how to explore and enhance the creativity of employees has become a problem which draws a lot of attention from enterprises and academia in recent years.The sales staff's creativity is a growing concern,because whether the sales staffs use innovative and practical ideas,methods or sales channels or not,is crucial for the enterprise performance and innovation strategy.Sales staff is the core strength of the enterprise sales system;they have direct contact with the market,and are directly related to the profit of the enterprise.Facing the increasingly complex competitive environment,it has became vitally important to pay attention to sales staff's creativity,and what factors are related to this kind of personal creativity,and what factors would influence it,is a topic worthy of research and concern.Ever since the first time occurrence of the concept of a new personality traits—core self-evaluation,scholars of the domestic and foreign have done a lot of research around the core self-evaluation,but researches on the relationship among the core self-evaluation,goal oriented and individual creativity are insufficient.Creativity is not only closely linked to innovation,but also differs from innovation,and creativity is an important factor in the realization of innovation,so how to motivate employees' personal creativity has become essential.This paper which based on the theory of creative component model and goal orientation,mainly discusses the influence factors of creativity on an individual level.This study uses the core self-evaluation as independent variable,learning goal orientation as mediating variable,creativity as the dependent variable,proving goal orientation and avoidance goal orientation as a moderator,construct an integrated model which contains mediator and moderator.This paper also discusses the model's direct and indirect effects on core self-evaluation and creativity,then investigated the mediating role of learning goal orientation,and finally adds the proving goal orientationand avoidance goal orientation,and examines the moderating effect on the relationship between learning goal orientation and creativity.This study uses questionnaires to take on investigation in a Chengdu real estate company and an insurance company's sales staff,uses the core self-evaluation scale,goal orientation scale,creativity scale as the main survey questionnaire,and uses software spss20.0 and amos21.0 to conduct its reliability analysis,confirmatory factor analysis and regression analysis.The results showed that:(1)the core self-evaluation has significant positive relationship with creativity,namely individuals with a high core self-evaluation level,will be more creative;(2)learning goal orientation fully mediated the relationship of creativity and core self-evaluation,namely core self-evaluation influences individual's creativity by influencing the learning goal orientation;(3)proving goal orientation regulate the learning goal orientation's effect on creativity,it is proved that the goal orientation will strengthen the learning goal orientation's effect on creativity;(4)avoidance goal orientation does not affect the adjustment of learning goal orientation's effect on creativity.