The Influence of Perceived Organizational Support on Creativity in Scientific Research: The Mediating Role of Help-Seeking Behavior

The present study aims to explore the impact of perceived organizational support on creativity, with help-seeking behavior serving as a mediator. Employing the dynamic componential model of creativity and innovation, a conceptual framework is developed to examine the relationship between perceived organizational support and creativity, as well as the moderating role of individual absorptive capacity. The research is conducted on a sample of 500 R&D researchers in the pharmaceutical industry during the COVID-19 pandemic. The findings suggest that perceived organizational support has a positive impact on creativity through help-seeking behavior, with individual absorptive capacity moderating the relationship between help-seeking behavior and creativity. This study contributes to the literature on creativity and innovation by extending the dynamic componential model and offers valuable insights for organizations navigating the challenges posed by the COVID-19 pandemic and China’s collectivist society, promoting market-creating innovations and value-added development.