Pattern Analysis of the Creativity of a Digitalist Considering Its Antecedents and Task Diversity: A Multi-Agent Simulation Approach

The capability to produce digital devices and digital creativity has become the core of national industrial competitiveness. In this sense, companies try to enhance their digital creativities to more firmly establish their competitiveness in the marketplace. Examples of success that were realized through good use of digital creativity include the iPhone and iPod by Apple, the Wii by Nintendo, and social networking Web sites such as Cyworld, Facebook, and Twitter. However, no study has focused on identifying the antecedents of digital creativity considering task diversity. The purpose of this research is to longitudinally explore the evolutionary pattern of digital creativity in order to explain how communication effectiveness, task expertise, and the tendencies of digitalists affect digital creativity, with a focus on task diversity. To test the validity of the proposed digital creativity model over time, we adopted multi-agent simulation (MAS) using the NetLogo platform to test the digital creativity model over 48 time lags. The simulation results were examined via ANOVA and were robust and promising.