The present study explored which environmental and psychological variables influenced the imagination of video/film major university students, and the effects these variables had on their imaginative capability development. The hypothesis of the study--that "intrinsic motivation" played a mediating role in imaginative capability development--was partially supported. The structural model also showed that both "inspiration through action" and "self-efficacy" demonstrated positive, direct effects on reproductive imagination, while "negative emotion" had a negative, direct effect. Creative imagination was positively influenced by "inspiration through action," but negatively influenced by "negative emotion." In addition, "organizational measure," "social climate," "generative cognition," "positive emotion," "inspiration through action," and "self-efficacy" had significant and indirect effects on both types of imagination. (Contains 2 figures and 5 tables.)