The Effects Of Team Diversity On Internet Project Team Creativity Research:the Moderating Role Of Team Characteristics And Task Characteristics

At present,the rapid development of the Internet industry has a great potential tendency to subvert the traditional industries.To gain market share and competitive advantage,most of the Internet companies and traditional industrial enterprises have started to use the Internet thinking to facilitate innovative changes.As it is known,the internet products gain the market competitive advantage depending through creativity and innovativeness.In addition,the innovation of the Internet products is carried out in the form of project teams,so the creativity of the Internet team should be of concern from managers and received enough guidance and management,so as to enhance the value and competitiveness of Internet products by the team creativity indicators,such as creativeness,productivity and competitiveness.Internet project team is a special one,which requires not only the characteristics of the common teams,but also the high level of knowledge,technology,learning ability,creativity,and other characteristics.Thus,the biggest challenge faced by the Internet team is how to innovate and how to keep high creativity.However,innovation is not just about coming up with good ideas.The most important thing is to turn good ideas into viable products,and constantly improve through a variety of tests and feedbacks,so that eventually launch the products on to the market by the operation team.Due to the increasing diversity of the Internet team,how to effectively manage and use the Internet to further enhance the diversity of product,so as to enhance creativity of internet team and develop innovative Internet products,become the biggest challenges confronted by the Internet products team managers.However,theoretically,it is still a relatively new issue about effectively managing and promoting the diversity of the team in the field of organizational behavior and human resources management.The related team diversity theory is getting more and more attention,especially the influence of team diversity on the team performance,team creativity and so on.About the influence of team diversity on team creativity,there have been two contrary views.More and more scholars have proposed that team diversity could enhance team creativity;in the mean time,other scholars pointed out that,while the team diversity promote communication,it also increase conflicts within the team,thereby reduced the level of team creativity,which makes it more difficult for managers to lead the team.Therefore,how to facilitate diverse Internet teams' development of creativity has become a new challenge and priority.This paper studied the diversity degree of Internet team's influence on team creativity.The moderating effects of characteristics on team level and task level are taken into account.According to the actual characteristics of the Internet industry and the Internet team,the paper conducted the research based on the previous classification of team diversity,including three dimensions of information diversity,social class diversity and values.A questionnaire survey was conducted on Internet team members from individual level and team level,taking individual and team as a unit respectively.The statistical analysis was conducted by the usage of SPSS 18.0.The conclusions of this paper are:Team information diversity has significant positive effect on team creativity;team social category diversity has a significant negative impact on team creativity;team value diversity has a significant negative impact on the team of creativity;team size,team set up time,task complexity and task interdependence play a moderating role between team diversity and creativity of the team.Finally,based on the conclusion,a discussion was combined with the actual situation of the Internet team;the implications for management practices,and future research focus are proposed.