客户导向、创业学习与数字化新企业机会迭代

Customer orientation, entrepreneurial learning, and opportunity iteration in digital new ventures

机会是数字创业的核心要素,在数字技术的影响下,机会的迭代性尤为明显。然而,少有学者探索并检验数字创业情境下原有机会实施后的持续迭代机制。本研究从社会建构主义视角出发,旨在探讨客户导向对数字化新企业机会迭代的作用机制。241家数字化新企业的实证数据分析结果表明:客户导向对机会迭代具有积极影响,并且创业学习在其中起到完全中介作用。此外,市场动荡性与战略共识在上述数字化新企业机会迭代过程中发挥积极的调节作用。研究结论有助于推动数字情境下机会迭代的理论发展,丰富对于客户导向如何影响数字创业过程的理解,并为数字情境下创业学习的前因和作用研究提供了新的见解。我们的研究发现还对数字化新企业实现有效机会迭代具有重要管理启示。

Opportunity is the core element of digital entrepreneurship.Under the influence of digital technologies,the iteration of op⁃portunities is particularly obvious.However,few scholars explore and examine the continuous iteration mechanism after the implemen⁃tation of initial opportunities in the context of digital entrepreneurship.In the digital economy,customer feedback is an important driver of opportunity iteration,so customer orientation is an important strategic direction for digital new ventures,but whether it helps digital new ventures to iterate their opportunities needs to be further tested.Based on the perspective of social constructivism,this paper aims to explore the influence mechanism of customer orientation on the opportunity iteration in digital new ventures.Empirical data were col⁃lected from 241 digital new ventures in China through a survey.Mediation and moderation model assessment procedures are used to an⁃alyze the data.The empirical data analysis results show that customer orientation has a positive impact on opportunity iteration in digital new ventures,and entrepreneurial learning plays a fully mediating role in the above relationship.Moreover,market turbulence positive⁃ly moderates the influence of customer orientation on entrepreneurial learning and strategic consensus positively moderates the impact of entrepreneurial learning on opportunity iteration in digital new ventures.Our findings provide important management implications for digital new ventures to realize opportunity iteration effectively.Our research has significant theoretical implications in three aspects.Firstly,this study systematically constructs and empirically tests the opportunity iteration mechanism model of digital new ventures,which promotes the theoretical development of opportunity itera⁃tion in the digital context.With the rapid development of digital technology,the boundary of digital opportunities is more blurred and the iteration of digital opportunities is significantly enhanced.However,the mechanism of opportunity iteration in digital context needs to be further explored and empirically tested.This paper introduces the perspective of social constructivism to reveal the mechanism of customer orientation and entrepreneurial learning on opportunity iteration.The research inspires more scholars to focus on the mecha⁃nisms of digital opportunity iteration.Secondly,this study reveals the mechanism of customer orientation on opportunity iteration in digital new ventures,which fills the research gap of the influence of customer orientation on digital entrepreneurial activities.Existing studies mainly focus on the impact of customer orientation on enterprise innovation and performance in traditional entrepreneurial contexts.This paper enriches our under⁃standing of how customer orientation plays a role in digital entrepreneurship by exploring the impact of customer orientation on opportu⁃nity iteration and the mediating role of entrepreneurial learning in digital contexts.Finally,this paper provides new insights into the antecedents and effectiveness of entrepreneurial learning in digital contexts.Al⁃though some scholars find that digital technology provides more new space for learning,few studies focus on the antecedents and effects of entrepreneurial learning in the digital context.This paper verifies the effect of customer orientation on entrepreneurial learning and opportunity iteration of digital new ventures,and reveals the moderating effects of market turbulence and strategic consensus.The re⁃search helps to provide an empirical basis for research on entrepreneurial learning in digital contexts.