The Influence of Learning Team on User Creativity in Online Learning Community

Exploring the influence mechanism of user creativity in online learning community is beneficial for improving learning efficiency and increasing stickiness and loyalty of users to online learning community. But the current research on collaborative creation mainly focuses on the effectiveness and innovation of online learning, and lacks the research focusing on the impact of environmental factors like learning group members on online users’ creativity enthusiasm and even creativity. This paper addresses this research gap by exploring the influence of learning team factors like social presence and observational learning on creativity by using self-efficacy and intrinsic motivation as mediators. The theoretical model was validated with data collected from 242 online learning community users. This paper finds that social presence and observational learning have a positive impact on motivational factors, such as self-efficacy and intrinsic motivation, which, in turn, enhance user creativity. Their influences are moderated by challenging research discipline, level of team members and incentive.