本研究以社會心理學理論為基礎，探討影響服務創新表現的「前置因素」與「干擾效果」。本研究實證發現：「創新態度」、「正向預期情緒」、「社會認同」、及「群體規範」會透過「創新意圖」進一步影響員工的創新表現。在干擾效果部分：「顧客導向」會抑制創新意圖轉換成為創新表現；此一結果隱含，顧客導向程度越高會導致員工過度聽從顧客意見或要求，甚至侷限創新資訊的來源。此外，「獎酬合宜性」對於意圖與創新表現之間的關係並無顯著干擾效果，此一結果可能是因為獎酬的雙元影響機制相互抵減效果所致 (積極肯定的訊息效果與監督控制的訊息效果)。本研究的結果，除了深化過去個人創新之學理之外，亦提供經理人若干管理實務之建議。

Service employees’ innovative behavior is one of the important issues in recent years and has been recognized as a source of a company’s long-term competitive advantage. The main objective of this study is to investigate the formation of service employees’ innovation performance. Based on the theories from social psychology, this study investigates the antecedents, mediating mechanism, and moderating variables affecting service innovation processes. The proposed model is empirically tested with data collected from service employees. Our results indicate that attitude toward innovation, anticipated emotions, social identity, and group norm all significantly influence employees’ innovation performance through innovation intention. Regarding moderating factors, our results indicate that customer orientation negatively influences the conversion of innovation intentions into innovation performance. This implies that high customer orientation will drive employees to overly cater to customer opinions or expectations and may even limit their sources of innovation information. In such context, innovation intentions may not necessarily lead to innovation performance. The authors discuss implications for managers and avenues for further research.