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The Influence of Big Data-Driven Supply Chains on Employee Creativity via Motivation and Resilience in Generative AI Environments

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ABSTRACT Purpose This study investigates how big data-driven supply chains (BDSC) enhance employees’ creative skills in business-to-business (B2B) firms. Drawing on the social learning theory, this study proposed that employees’ hybrid task motivation (HTM) is an intermediary mechanism that translates BDSC into employees’ creative skills. We further examine that this indirect effect is more substantial in the presence of employees’ hybrid resilience (HR), which moderates the relationship between BDSC and HTM. Design/methodology/approach This study employed a multi-wave design, collecting data from 580 respondents across 116 Chinese B2B firms implementing Generative AI tools such as Baidu’s newly introduced ERNIE. Mplus and the PROCESS macro were applied to test proposed hypotheses and assess our proposed moderated-mediation model’s direct and indirect effects. Findings Our results show that BDSC enhances employees’ creative skills, and HTM significantly mediates this effect. We found that employees with stronger HTM are distinctively positioned to transform AI-enabled learning into creative outcomes. Furthermore, this study revealed that employees’ HR is a crucial contingency factor between BDSC and HTM, confirming that resilient employees are better prepared to sustain their motivation in AI-augmented B2B Practical implications These findings highlight a critical imperative for managers and policy architects in B2B firms. To unlock the full potential of BDSC, managers must support employees’ HTM and HR. Such actions align data-driven initiatives with human development programs that build employees’ creative skills. These crucial strategies enhance decision-making and secure a sustainable competitive advantage in AI-augmented B2B environments. Originality/value This study extends social learning theory byrevealing its limitations in AI-augmented B2B settings. We foundthat technological learning (BDSC) is insufficient without key psychologicalenablers (HTM and HR). This study classifies HTM and HR are the essentialmechanisms and boundary conditions that translate BDSC-based learning intocreativity outcomes. We bridge technological, motivational, and psychologicaldimensions and offer a novel, person-centric explanation for fostering employees’creative skills in B2B firms.

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