多年來，創造力始終是學者們想了解的題目，而創造力本身又可分為創造力的高低以及創意的風格。傳統上學者認為創造力有程度高低之分，而1976年Kirton則將創造力分為兩種創意風格，至此才吸引其他學者對於創意風格的注意。因此在這篇論文中，主要探討到底是創造力高低還是創意風格會影響到創意產品，樣本來自於南台灣的手工藝品產業，最終發現創意風格才是真正影響創意產品的因素。

Creativity has bee discussed for more than a decades, and there are creativity level and creativity style to explain and perceive creativity. Traditionally, researchers perceived creativity as creativity level, since Kirton (1976) brought out the concept of creativity style, researchers began to pay attention to creativity style. Therefore, in this study, I would like to understand creativity level or creativity style play an important role in affecting creative products. The respondents of this study were the workers in the craft hand made industry in south Taiwan. In the end, I found that creativity style, in deed, does affect creative products.

CHAPTER 1 INTRODUCTION................................................... 1
1.1 Research Background and Motivations ........................... 1
1.2 Research Objectives ........................................................... 4
CHAPTER 2 LITERATURE REVIEW .........................................5
2.1 Creativity ................................................................................. 5
2.2 Creativity Level ...................................................................... 8
2.3 Creativity Style ..................................................................... 10
2.4 The Relationship Between Creativity Level and Creativity Style ............................................................................ 14
2.5 Creative Products ............................................................... 16
CHAPTER 3 METHOD ............................................................. 21
3.1 Research Framework ........................................................21
3.2 Sample ................................................................................ .22
3.3 Measures ............................................................................. 24
3.3.1 Creativity Level ................................................................. 24
3.3.2 Creativity Style .................................................................. 24
3.3.3 Creative Products ........................................................... 28
3.3.4 Control Variables ........................................................... 30
3.4 Data Analysis ..................................................................... 31
CHAPTER 4 RESULTS .......................................................... 34
4.1 Descriptive Statistics ....................................................... 34
4.2 Correlation ......................................................................... 37
4.3 Regression ....................................................................... 42
4.4 ANOVA ................................................................................ 48
CHAPTER 5 CONCLUSION .................................................. 51
5.1 Discussion ......................................................................... 51
5.2 Limitations ......................................................................... 58
5.3 Future Research .............................................................. 60
REFERENCES ........................................................................ 61
APPENDIX…………………........……………………………..66

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