THE EFFECT OF ZOOM FATIGUE ON CONSUMERS’ GROUP CREATIVE PERFORMANCE
The aim of this study is to provide new insights into the effect of Zoom fatigue on group creative performance. The moderator variable schema violation is used to test whether the relationship between Zoom fatigue and group creative performance could be influenced. The research question in this study is: To what extent can Zoom fatigue be mitigated to positively influence group creative performance within an online co-creation context? An online experiment is conducted among students via Zoom in which participants were asked to generate and select ideas for a co-creation task. No significant results were found in the expected direction. However, a significant difference was found between a high level of Zoom fatigue and creative performance. This indicates that a high level of Zoom fatigue results in higher creative performance than a medium level of Zoom fatigue. Hence, no support has been found for the hypotheses in this study. Adding a schema violation to an online co-creation setting does not influence the relationship between Zoom fatigue and creative performance. Thus, this study shows that Zoom fatigue cannot be mitigated to positively influence group creative performance by adding a schema violation in an online co-creation setting.
Faculteit der Managementwetenschappen