The Empirical Study on the Relationship between Individual Knowledge Conversion Capabilities and Innovation Behavior: A Social Network Perspective

The main purpose of this study is to explore the relations between knowledge conversion capability, network centrality and individual innovation behavior of the advertising creative team members. First, we review the literature and establish a theoretical model. Then, we make an empirical test by SPSS 11.5 and UCINET 6 softwares. The data are gathered by questionnaires and the subjects are 124 employees in 28 advertising teams in Hu-hang zone. Eventually, the model proves there are significant mediating effects of network centrality in the relationships between knowledge conversion ability and innovation behavior