Abstract
Based on data collected from advertising agencies, the SEM model was used to figure out the influence mechanism of total rewards on the employee creativity with motivation as mediator. Results revealed the following: (a) total reward has a significant positive impact on employee creativity in both tangible and intangible dimensions; (b) intangible rewards have a stronger impact on employee creativity than tangible rewards; (c) motivation has a significant positive impact on employee creativity, in which external motivation plays a partial intermediary role between rewards (tangible and intangible) and employee creativity.
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