近年來群眾外包的概念日漸普及，企業組織在追求創新的過程中也開始向外募集創意資源。透過網路，線上創意平台讓使用者能共同參與創造新產品或服務。本研究試圖探索在此創意發想的過程中，平台的結構設計將如何影響結果，並進一步檢視個人特質在這其中的作用。本研究援引創意雙路徑模型，假設多重社會認同(個人認知自己屬於多個社會群體)會透過認知彈性路徑(多元思考)、領域知識可及性(個人對特定領域知識的易觸及性)則會透過認知持續路徑(深入思考)正向影響創意發想之結果，並接著探討結論需求在上述雙路徑的調節效果。本研究以2 x 2 x 2的實驗設計，模擬線上創意平台的環境，共計250名有效受測者參與。研究結果顯示，認知彈性者和認知持續者皆在腦力激盪中表現出較佳的創意成果，但多重社會認同、領域知識可及性、個人結論需求與是否能引導至不同的認知路徑，則無顯著關聯。進一步研究發現性別亦為一重要影響因素；女性受測者的創意生成認知路徑與成果和研究假設相符，但男性受測者則是相悖。本研究指出，創意可以通過不同的認知路徑被激發，而此雙路徑可被控制導向或是被個人特質所影響，因此企業組織在邀請使用者做腦力激盪汲取創意想法時，可透過適當的結構設計來引導，進而將創意發想的成果品質最佳化。

Firms have started to seek innovative ideas from external sources in recent years. Among the new ways of idea generation, online idea generation platforms which allow customers involve through an online community are getting popular, and more companies are getting inspired from the ideas contributed. In current study we proposed that the task structure and one’s cognitive processing style will influence the idea generation outcomes. We first invoked the Dual-Pathway to Creativity Model (DPCM) that identifies two cognitive ways to creativity. Then we adopted multiple social identities and accessibility to domain knowledge, proposing their positive effects on cognitive flexibility (i.e. thinking or processing in divergent approaches) and cognitive persistence (i.e. persistently exploring in few categories). Also, the individual difference, need for closure (NFC), was measured as a variable affecting the effects of previous two variables on flexibility/persistence. We conducted a 2 x 2 x 2 online experiment, collecting 2,355 ideas from 250 participants. Results show that either possessing a multiple social identities mindset, differing the accessibility to domain knowledge, or possessing different level of NFC had no significant effects on flexibility and persistence. Both flexible thinkers and persistent thinkers perform better in creativity, proving that both cognitive ways could lead to creative results. Though increasing the accessibility to domain knowledge seems to have no effects on persistence and general creativity, it does predict better within-category creativity. We also find that gender could be an influential variable in our model, affecting the results both independently and interactively. The findings suggest that companies should design their task structure on online idea generation platforms according to the outcome types they desire to obtain as well as participants’ individual differences.

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