The relationship between human values and creative ideation among undergraduate students: The role of creative self-efficacy

To prepare for students' future employment, schools should consider enhancing their students' creative ideation by linking it to innovation, which is key to success for most organizations. The present study aimed to investigate the relationship between the multiple variables of values (self-direction, stimulation and universalism) and creative self-efficacy (CSE), as they are related to creative ideation among undergraduate students. The participants consisted of 831 undergraduate students selected from five Thai public universities, through a convenience sampling approach, in which the analysis involved structural equation modeling and mediation analysis (bootstrapping technique). The results in this study indicated that the stimulation value directly predicted creative ideation. Creative self-efficacy had the strongest relationship with creative ideation. The findings also demonstrated that CSE was a mediator between the self-direction, stimulation values and creative ideation. Conversely, the universalism value presented a non-significant relationship with CSE and creative ideation, respectively. Perceiving the importance of human values and CSE toward creative ideation, instructional designers and instructors may apply this knowledge to designing classroom settings and effective instruction to promote students' creativity as well as their beliefs in creative capabilities.