Predicting workplace creativity of university administrative staff: the mediating role of learning goal orientation

Purpose Administrative staff are central to university development yet remain under-studied. This study aims to examine how their workplace creativity can be predicted via intrinsic motivation, creative self-efficacy (CSE), perceived organisational support for creativity (POSfC) and learning goal orientation (LGO). Design/methodology/approach A survey of 94 administrative staff across three Vietnamese public universities was analysed using Bayesian Structural Equation Modelling with informed priors. Findings Intrinsic motivation, CSE and LGO each directly predicted workplace creativity. LGO mediated the effects of intrinsic motivation and POSfC on workplace creativity. POSfC showed no direct effect but demonstrated an indirect influence via intrinsic motivation and LGO. Thus, both motivational and developmental factors matter in enhancing creative behaviours among administrative staff. Practical implications University leaders should implement a formal, structured continuing professional development framework and policy to translate organisational support into sustained creative behaviour. This can include formal programmes personalised to individual staff’s needs and goals; and informal ongoing, on-the-job learning opportunities. Originality/value This study addresses the research gap on the under-researched administrative workforce and extends the componential model of creativity by adding LGO as predictor and mediator.