| Abstract [eng] |
This study investigates the multidimensional, complex, and dynamic nature of team creativity in immersive Virtual Reality (VR) by conducting an extensive experiment with teams in an organizational setting. The study aims to improve the practical use of VR in organizations and establish critical links between the dynamic process of team creativity and its influencing variables. To achieve this, a conceptual model was developed, which includes variables for team creativity, and a creativity process was selected from a set of divergent and convergent thinking activities for the experiment based on theoretical foundations and implications. The empirical findings suggest, that the advanced immersiveness of the state-of-the-art VR technology used in the experiment shapes individual behavior and team dynamics by stimulating psychological safety, a sense of liberation, playfulness, and openness, particularly in the prototyping phase of the creativity process. This promotes imagination, that is needed for novel and unusual ideas. However, it is essential to consider input variables such as team characteristics, technology-relevant team skills, individual health issues, task complexity, and the specifics of the VR app when designing experiences in immersive VR. The study also finds that 3D drawing can foster a creative and innovative mindset, empathy, and team building, making it suitable for visual tasks such as prototyping. The final results include a theoretically and empirically validated conceptual model, implications for the use of VR in research and practice, as well as a designed and conducted experiment in a virtual environment, which can be replicated for further research. |
