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| The Double-Edged Sword Effect of Team Prevention Regulatory Focus on New Product Creativity |
| HE Wenxin，LIU Xinmei |
| 1. Xi’an Jiaotong University，Xi’an, China；2. The Key Lab of the Ministry of Education for Process Control and Efficiency Engineering, Xi’an, China |
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Abstract Based on Regulatory Focus Theory and team process perspective, team prevention regulatory focus has “double-edged sword”effects on new product creativity through two kinds of team process: team reflexivity and team viability. The empirical results suggest that team reflexivity plays a mediation role in the positive indirect relationship between team prevention regulatory focus and new product creativity. Team viability plays a mediation role in the negative indirect relationship between team prevention regulatory focus and new product creativity. And team information sharing moderates the relationship between team prevention regulatory focus and team viability. Moderated mediation effect also shows that the negative indirect effect of team prevention regulatory focus on new product creativity through team viability will be weaker team information sharing is higher. Also team information sharing moderates the relationship between team prevention regulatory focus and team reflexivity, and moderated mediation effect also shows that the positive indirect effect of team prevention regulatory focus on new product creativity through team reflexivity will be stronger when team information sharing is higher.
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Received: 18 May 2020
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