Academic journal article Advances in Management

Case Study: Research on Implicit Behavioral Intentions in the Crowd Innovation of Cultural and Creative Industries Based on the Theory of Collective Values and Planned Behavior

Academic journal article Advances in Management

Case Study: Research on Implicit Behavioral Intentions in the Crowd Innovation of Cultural and Creative Industries Based on the Theory of Collective Values and Planned Behavior

Article excerpt


Under the new economic normal, in order to create a new engine for innovation and drive development, the central and local governments have introduced a series of policies and measures to promote "mass entrepreneurship and innovation". The multi-level and inclusive guidance policy system has aroused public enthusiasm and entrepreneurs. And the number of entrepreneurial services has skyrocketed in a short period of time. According to the "2016 Innovation and Entrepreneurship White Paper" published by Tencent Research Institute, in 2014-2015 alone, the number of domestic creative spaces has grown from more than 50 to more than 2,300, an increase of 46 times. "Double creation" seems to have become a national movement.

However, behind the digital boom, there is no end to the question of "double creation", especially the ridicule of mass construction of mass creation space. At the beginning of 2016, Shanghai's "Double-Creation" support policy ("Interim Measures for Shanghai Angel Investment Risk Compensation Management") triggered doubts about fraud regulation. Most people outside the industry know about the space of creating a house, renting a house, "two landlords" or swindling arbitrage etc. The problems existing in Crowd innovation's space are mainly due to factors such as the orientation of the Government's indicators, the short-term profit-driven drive, the rapid increase in the number of scales, the lack of accumulation and the establishment of the profit model.

The accumulation of these problems has caused a wave of doubts among the masses and the ones involved are either active or passive, and the purpose is different. The key to solving the problem lies in how to improve the platform service capability through follow-up policy measures and improve the success rate of innovation and entrepreneurship. In this development process, the double-creator is the key factor driving the crowd innovation development. The inconsistency between the positive attitudes and actual behaviors of the dual creations is often referred to as the "attitude behavior gap". The status quo of the development of know-how is not properly solved and will hinder the process of sustainable development.

Although the central and local governments actively advocate the behavioral concept of crowd innovation, but the concept in the innovation and entrepreneurship of cultural and creative industries has not been effectively implemented. The reason is that crowd innovation needs to invest, and the dual-creator first pays attention to the question: whether the investment can be exchanged for a satisfactory profit return, they need to find someone to pay for it. The key element here is what is the demand for the creative model of dual creative, and what are the factors that determine the intention of the creative industry. Foreign research on cultural and creative industries, initially from the enterprise level, explores the company's innovation management practices and innovation policy-related strategies, has recently begun to focus on the perspective of dual-creators, examine the preferences and attitudes of the dual-creators, and choose creative cultural ideas. The decision-making process for companies is to engage in dualinitiative activities. Han et al first explained the factors influencing the dual-creation decision-making by the TPB theory.

However, the simple use of TPB theory cannot predict the complicated phenomenon of double-creation decision- making in the crowd innovation development, so it is necessary to add new variables. The domestic research on cultural and creative industries is basically from the perspective of enterprises, researching the management status and trends of enterprises. Based on the perspective of dual-creators, the research on the decision-making process of dual-creation activities is still blank.

In order to fill the research gap, this study attempts to integrate the value-attitude-behavior model and the Theory of Planned Behavior as the theoretical framework to study the driving factors influencing the impetuous behavior of the dual-creator in the crowd innovation development revealing the formation mechanism of intentional behavioral intentions that contribute to the stability of the dual-creator. …

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