An Examination of the Mediating Role of Digital Transformation in the Effect of Digital Business Strategy on Innovation Performance: A Case Study of Digikala E-Commerce Platform

Document Type : Original Article

Author
Fatemeh Bagheri
Master of Science, Business Management Department, Strategic Orientation, Yadegar Imam Khomeini (RA) Branch, Shahr-e Ray, Islamic Azad University, Tehran, Iran.
10.22034/jmek.2024.463031.1140
Abstract
The purpose of this study is to explain the mediating role of digital transformation in the impact of digital business strategy on innovation performance in the Digikala online store. This research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population includes all 8,200 employees of Digikala company. Using Morgan's table, a sample of 367 employees was selected through simple random sampling. Data were collected using a standard questionnaire developed by Thuy et al. (2021). The face validity was confirmed by academic professors, and reliability was verified using Cronbach's alpha. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS4 and SPSS22 software. The results indicated that digital business strategy, information technology capabilities, organizational culture, and human resource capabilities have a significant positive impact on digital transformation. Furthermore, digital transformation significantly affects innovation performance. Ultimately, the mediating role test demonstrated that digital transformation plays a significant mediating role in the relationship between digital business strategy and innovation performance. Based on the findings, digital transformation serves as a key driver in enhancing innovation performance through the effective deployment of a digital business strategy. Therefore, managers should simultaneously strengthen technological infrastructure, organizational culture, and human resources to provide a solid foundation for digital transformation, thereby achieving sustainable competitive advantage and continuous innovation.
Keywords
Digital Transformation
Digital Business Strategy
Innovation Performance
IT Capabilities
Digikala.
Subjects
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  • Receive Date 16 June 2026
  • Revise Date 02 July 2026
  • Accept Date 04 August 2026