Does market orientation promote enterprise digital innovation? Based on the survey data of China's digital core industries

Abstract

In the context of the development of China's digital economy, whether market orientation promotes enterprise digital innovation and its corresponding internal mechanism still need to be further tested. Based on the resource dependence theory, the current study introduces the variables of consumer responsibility and social capital by using hierarchical linear regression and a structural equation model to explore the impact mechanism. The study's key finding shows that both proactive market orientation and reactive market orientation have a significant positive impact on enterprise digital innovation, and the impact of the interaction of proactive market orientation and reactive market orientation is stronger. Social capital positively moderates proactive market orientation and enterprise digital innovation. It did not moderate the relationship between reactive market orientation and enterprise digital innovation. Consumer responsibility has partial mediating effects between proactive market orientation, reactive market orientation and digital innovation, and the mediating effect of social responsibility in reactive market orientation and digital innovation is greater. This study has important practical significance for Chinese enterprises to promote the digital transformation of enterprises.