Research On The Influence Of Manufacturing Enterprises’ Market Orientation And Digital Capability On Digital Service Innovation Performance

At present,digital service innovation has become an important way for Chinese manufacturing enterprises to deeply implement the innovation-driven development strategy and seize the digital dividend to build a manufacturing power.However,on the one hand,the rapid change of digital technology makes manufacturing enterprises face a more volatile and complex external market environment,leading many enterprises to blindly follow the digital transformation,but ignore the market demand-oriented,there is an imbalance between service supply and demand,and encounter innovation risks.On the other hand,the lack of digital capability to effectively deploy and utilize digital resources internally limits the play of its potential value.The above "internal troubles and external invades" lead to the phenomenon of"digital paradox" in the digital service innovation of manufacturing enterprises,which hinders the improvement of digital service innovation performance.Then what is the internal mechanism of the influence of market orientation strategy on digital service innovation performance under the current digital background,and how manufacturing enterprises build appropriate digital capability based on market orientation strategy in the turbulent environment of digital technology to achieve accurate matching of digital service innovation and customer demand,so as to improve enterprise innovation performance?It has become an urgent research problem for the academic circle to solve.Based on the research paradigm of "strategy-capability-performance",this study constructs a conceptual model of "market orientation--digital capability--digital service innovation performance" by comprehensively applying the theories of market orientation,resource-based theory,dynamic capability and contingency theory,and tries to reveal the internal logic of market orientation affecting digital service innovation performance from the perspective of digital capability.At the same time,the differences of digital service innovation mechanism under different levels of technological turbulence are considered.Based on the empirical analysis and discussion of 412 sample data of manufacturing enterprises,this paper draws the following conclusions:(1)Different market orientation strategies have different impacts on digital service innovation performance:reactive market orientation has an inverted U-shaped impact,while proactive market orientation has a positive impact;(2)Digital capability plays a partial mediating role between market orientation and digital service innovation performance,and digital infrastructure capability and digital dynamic capability play a continuous mediating role in its dimension;(3)Technological turbulence weakens the promoting effect of reactive market orientation on digital service innovation performance,and enhances the promoting effect of proactive market orientation and digital capability.This study verifies the differentiated effects of different market orientation strategies on the digital service innovation performance of manufacturing enterprises under the digital context,and finds the intermediary variable of digital capability and the important boundary condition of technological turbulence.The research conclusions extend the market orientation research scenario to the digital background,enrich the theoretical research on digital capability and digital service innovation,and also provide theoretical guidance and management suggestions for Chinese manufacturing enterprises to improve digital capability construction under the guidance of market orientation strategy to effectively carry out digital service innovation practice.