摘要
鉴于当前较少研究从市场导向视角着手分析大数据等数字技术与企业绩效的关系,因此基于动态能力理论,以企业创新性作为中介变量,探究响应型市场导向和先动型市场导向对企业绩效的影响机制,并采用大数据分析能力、环境不确定性作为调节变量进行分析研究。通过对220家国内零售平台企业的有效样本数据进行实证分析,结果发现:响应型市场导向和先动型市场导向都对企业绩效有直接正向促进作用,其中先动型市场导向的促进作用更强;企业创新性在双元市场导向与企业绩效间起部分中介作用;大数据分析能力能够增强响应型和先动型市场导向与企业创新性间的正相关关系,且这一调节效应在先动型市场导向中更为显著;环境不确定性在双元市场导向与企业绩效的关系中均发挥正向调节作用。基于此,从企业需要发展双元市场导向、要更重视消费者的潜在需求以及需要大力发展大数据分析能力3个方面,对如何提升企业绩效和促进企业发展提出建议。
In view of the lack of research on the relationship between digital technologies such as big data and enterprise performance from the perspective of market orientation,this paper explores the influence mechanism of responsive market orientation and proactive market orientation on enterprise performance based on dynamic capability theory,with innovation as the intermediary variable,and adopts big data analytics capabilities and environmental uncertainty as the adjustment variables for analysis and research.Through the empirical analysis of the effective sample data of 220 domestic retail platform enterprises,the results show that both responsive market orientation and proactive market orientation have direct and positive effects on enterprise performance,among which proactive market orientation has a stronger promoting effect.Innovation plays a partial intermediary role between dual market orientation and enterprise performance.Big data analytics capabilities can enhance the positive correlation between responsive and proactive market orientation and enterprise innovation,and this regulatory effect is more significant in proactive market orientation.Environmental uncertainty plays a positive regulatory role in the relationship between dual market orientation and enterprise performance.Based on this,the paper puts forward some suggestions on how to improve the performance and promote the development of enterprises from three aspects:enterprises need to develop dual market orientation,pay more attention to the potential needs of consumers,and vigorously develop the big data analytics capabilities.
作者
高华
张荣妤
Gao Hua;Zhang Rongyu(School of Management,Tianjin University of Technology,Tianjin 300384,China)
出处
《科技管理研究》
2025年第1期125-135,共11页
Science and Technology Management Research
基金
天津市重点会计科研项目“ESG表现对企业财务风险的影响研究”(Y230318)。
关键词
市场导向
响应型市场导向
先动型市场导向
企业创新性
企业绩效
大数据分析能力
market orientation
responsive market orientation
proactive market orientation
enterprise innovation
enterprise performance
big data analytics capabilities
