本研究主要在探討影響團隊創造力之因素，研究方法上採取質化研究之個案研究方法，在研究設計上採用多重個案整體性的研究，以半結構式訪談進行資料的蒐集。首先，先透過文獻探討，了解影響團隊創造力因素的相關理論；其次，依據本研究目的及文獻探討資料形成訪談綱要，再選取個案對象進行訪談，共訪談五個廣告團隊，十一位創意人員。在訪談後將錄音資料轉謄為訪談逐字稿，根據訪談逐字稿進行分析，最後得到以下結論：
一、影響團隊創造力因素可分為六大要素：(一)個人特質；(二)團隊組合；(三)創造過程；(四)組織文化；(五)工作環境；(六)客戶特性。
二、個人特質方面影響團隊創造力的因素：(一)個人的人格特質；(二)個人的專業知能；(三)個人的生活經驗。
三、團隊組合方面影響團隊創造力的因素：(一)團隊領導人的專業能力；(二)團隊領導人的領導風格；(三)團隊組成特性；(四)團隊成員彼此間的關係。
四、創造過程方面影響團隊創造力的因素：(一)團隊創造的歷程；(二)團隊創造的技術；(三)團隊創造的原則。
五、組織文化方面影響團隊創造力的因素：(一)公司的使命；(二)工作氣氛；(三)激勵激勵創造力的作法；(四)企業流程的支援。
六、工作環境方面影響團隊創造力的因素：(一)公司的制度；(二) 公司的硬體設備。
七、客戶特性方面影響團隊創造力的因素：(一)客戶對創造力的態度；(二)客戶商品的特色。

The purposes of this study were to explore the important issues of the factors that effect team creativity. The research method adopted was the case study of the qualitative research and the data was collected by in-depth interviews. In the process of the research, the author interviewed with five advertising teams, including eleven co-researchers.
According to the analysis of the research data, we can get the findings of the study as follows:
1. There are six factors effecting team creativity: (1) personal characteristics, (2) team characteristics, (3) creating process, (4) organizational culture, (5) working environment, (6) characters of team tasks.
2. There are three factors of personal characteristics effecting team creativity, including: (1) personality, (2) professional abilities, (3) life experiences.
3. There are four factors of team characteristics effecting team creativity, including: (1) professional abilities of the team leader (2) leading styles of the team leader (3) elements of team composition (4) the relationship among the team members.
4. There are three factors of creating process effecting team creativity, including:(1) team creating procedure (2) team creating technique (3) team creating principle.
5. There are three factors of organizational culture effecting team creativity, including: (1) corporation mission (2) working atmosphere (3) the way to motivate creativity (4) the supporting business processes.
6. There are two factors of working environment effecting team creativity, including: (1) the corporation systems (2) the corporation facilities and equipment.
7. There are two factors of characters of customers effecting team creativity, including: (1) customers’ views towards creativity (2) traits of goods.

一、中文部份
McMillan J. H. (1989/1994). Qualitative research in education..
王文科(譯)。質的教育研究法。台北：師大書苑。
毛連塭、郭有遹、陳龍安、林幸台(2000)。創造力研究。台北：心理。
Robbins, S.P.(2001/2001). Organizational Behavior.
李青芬、李雅婷、趙慕芬(編譯)。組織行為學第九版。台北：華泰。
沈明權(1999)。個人特質、組織特性與組織創新之研究。國立中央大學人力資源管理研究所碩士論文，未出版，桃園。
宋秩銘、莊淑芬、白崇亮、黃復華(1999)。奧美的觀點。台北：滾石文化。
Yin, R.K.(1994/2001). Case study research.
尚榮安 (譯)。個案研究法。台北：弘智。
吳秉恩(1993)。組織行為學。台北：華泰。
吳瓊恩、魏秋宜(1998)。公務人力訓練的新趨勢─論創造力的開發與運用。人事月刊，27(5)，42-48。
Sternberg R. J. & Lubart T. I.(1995/1999). Defying the Crowd.
洪蘭(譯)。不同凡想。台北：遠流。
Nelson, R.(1990). The creative corporation.
唐樹萬(譯)。做一個創意人。台北：中國生產力中心。
郭有遹﹙2001﹚。創造心理學。台北：正中。
陳向明(2002)，社會科學質的研究。台北：五南。
陳惠民、吳竟豪、蕭玉明、楊欣怡、鄧家仁、林純姬、紀凱莉、王翔 (1998)。高效率團隊。台北：科技圖書。
陳龍安、朱湘吉﹙1999﹚。創造與生活。台北：五南。
曾玉萍(2002)。廣告風雲。台北：滾石文化。
Bennis, W. & Biederman, P.W. (1998/2000). Organizing genius: the secrets of creative collaboration.
張慧倩(譯)。7個天才團隊的故事。台北：天下。
董奇(1995)。兒童創造力發展心理。台北：五南。
廖川億(1996)。研究發展團隊特性與創新績效關係之研究。國立中山大學人力資源管理研究所碩士論文，未出版，高雄。
蔡明穎(2000)。團隊領導者核心才能評鑑量表之建立--以在台日式企業為例。國立中央大學人力資源管理研究所碩士論文，未出版，桃園。
饒瑞霖(2000)。創造力競爭環境、個人內在動機與創造力工作環境關係之探討─學童與廠商跨領域之比較。國立中央大學人力資源管理研究所碩士論文，未出版，桃園。
二、英文部份
Ainger, A., Kaura,R., & Ennals, R.(1995). Executive guide to business success though human-centered systems. New York: Springer.
Amabile, T.(1983).The social psychology of creativity. New York: Springer- Verlag.
Amabile, T.(1988). A model of creativity and innovation in organization. Research in Organizational Behavior,10, 123-167.
Amabile, T. & Gryskiewicz, N.(1989).The creative environment scales: the work environment inventory. Creativity Research Journal,2,231-254.
Coste, T. G.(1996).Group creativity : divergence and convergence in technological design. Unpublished doctoral dissertation, Michigan Technological University, Michigan.
Creswell, J. W. (1998). Qualitative inquiry and research design: choosing among five traditions. London: Sage Publications.
Evans, J.R.(1991).Creative Thinking. Ohio: South-Western.
Eugene, R.(1981).How creative are you. N.Y: Academic press.
Guilford, J.P.(1967).The nature of human intelligence. New York: McGraw-Hill.
Howe, R.(1997). Creative problem solving approaches processes for teaching and doing creative activity. In Handbook of seminar on instruction for creative thinking. Taipei, Taiwan: National Taiwan Normal University.
Jessup, H.R.(1992). The Road to Results for Teams. Training & Development Journal, 46(9),65-68.
Katzenbach, J.G. & Smith, D.K.(1993). The wisdom of teams: creating the high-performance organization. Mckinsey & Company, Inc..
King, N. & Anderson, N.(1990).Innovation in working group. In M.A. West & J.L. Farr(Eds.), Innovation and creativity at work: psychological and organizational strategies (pp.81-100). New York: John Wiley & Sons.
Leonard, D.A. & Swap, W.C. (1999). When sparks fly. Boston : Harvard Business School Press.
McCoy, J.M.(2000). The creative work environment: The relationship of the physical environment and creative teamwork at a state agency- A case study. Unpublished doctoral dissertation, The University of Wisconsin, Milwaukee, WI.
Ogletree, E.J.(1996). The comparative status of the creative thinking ability of waldorf education students: a survey. ERIC Document Reproduction Service, No.ED-400-948.
Quick, T.L.(1992). Successful team building. New York: American Management Association.
Robinson A.G. & Stern S.(1997).Corporate creativity. San Francisco: Berrett-Koehler, Inc..
Rubensom, D. & Runco, M.(1992) The psychoeconomic view of creative work in group and organization. New Idea in Psychology,10,131-147.
Shonk, J.H.(1982).Working in Teams: a practical manual for improving work. New York: Amacom.
West, M. A. (1990). The social psychology of innovation in groups. In M.A. West & J.L. Farr (Eds.), Innovation and creativity at work: psychological and organizational strategies (pp.309-334). New York: John Wiley & Sons.
Woodman, R.W., Sawyer, J.E., & Griffin, R. W. (1993). Toward a theory of organizational creativity. Academy of Management Review,18(2),293-321.