Evaluation of Digital Data Effect on Computer Based Idea Generation

Organizations and businesses that do their best over long term are those who are the most creative and innovative. In order to achieve this, in today's business world, organizational creativity and employees idea generation became one of the most important and essential elements for success and survival. At the same time, the world is faced with a phenomenon known as digital data that may appear in various forms. Most employees in the business world use digital data on their organizational computer systems and these digital data always affect them. This study intends to investigate the relation between digital data and computer-based idea generation. Target population is Iranian computer users that work with organizational computer systems. The sample used in this empirical study includes 1270 Iranian organizational computer users. Data gathering is done by questionnaire and answers were designed with Likert Scale. The sampling technique is cluster and random together, the statistical Software SPSS 23.0 is used for Pearson correlation and investigate hypothesis, and finally the method used was library and field study. The findings show that textual, audio and visual digital data have a positive and meaningful relationship with employees' computer-based creative idea generation. The contribution of this paper is suggesting that certain digital data parameters are important to drive the creativity. The results presented in this paper can be useful for the competitive advantage of organizations and their survival in today's dynamic and complex business environment.