DIGITAL DESIGN TOOLS’ IMPACT ON ORGANIZATIONAL PERFORMANCE: A MODEL FOR CHINESE GRAPHIC DESIGN AGENCIES

This concept paper aims to develop and validate a model that determines organizational performance based on the intensity of the use of digital design tools in the leading Chinese graphic design firms. This paper will seek to contribute to the existing literature as more organizations adopt the use of digital design tools in the creative industry. Still, few studies have addressed the impact of these tools on organizational performance. This work adopts a Technology Acceptance Model (TAM), the Componential Theory of Creativity, and The Diffusion of Innovations (DOI) Theory into practice. However, the current literature is minimal in understanding these tools' effects on key performance indicators of leading graphic design agencies in China, which is a significant research void in both the theoretical and application domains. To this end, the present study aims to develop a model that captures the extant performance measures of organizations, including efficiency, creativity, client satisfaction, and financial results. Further details and expansion of this model will be provided based on empirical research, data analysis, and a review by a panel of experts. This concept holds a lot of promise as it will help graphic design agencies understand how they can better leverage digital tools to improve their results. Furthermore, it will advance the study of organizational management and digital transformation by providing a tested model for evaluating the impact of technology on business success.