بررسی نقش میانجی تحول دیجیتال در تاثیر استراتژی کسب و کار دیجیتال بر عملکرد نوآوری (مورد مطالعه: فروشگاه اینترنتی دیجی کالا)

The purpose of this research is the mediating role of digital transformation in the impact of digital business strategy on innovation performance in Digikala online store. The present research method is descriptive-survey and practical in terms of purpose. The statistical population of the research consists of all the employees of DigiKala, whose number is 8200. Morgan's table was used to determine the sample size, which is equal to 367 people who were selected randomly. In this research, the data related to the variables have been confirmed by a standard questionnaire made by Tui et al. has been collected. Also, Cronbach's alpha test was used and confirmed for the reliability of the questionnaire. And then SmartPLS4 and SPSS22 statistical software have been used to analyze the information needed to test the hypotheses. The results show that digital transformation has a significant impact on innovation performance in Digikala online store. Also, information technology capabilities, organizational culture, human resources capabilities, and digital business strategy have a significant impact on digital transformation in the Digikala online store. And finally, digital transformation plays a mediating role in the impact of digital business strategy on innovation performance in Digikala online store.