Relative advantage, technology innovativeness: Digital transformation acceptance attitude and employee creativity

With the advent of the global digital and intelligent era, the independent innovation of enterprise employees plays an irreplaceable role in helping Chinese enterprises establish a new competitive edge in the global market. Employee creativity is embodied in cultivating and enhancing employees' innovative abilities. Implementing digital transformation has become a top priority for organizations and leadership. This study examines the relationship between digital leadership and employee creativity based on Diffusion of Innovation (DOI) theory and Social Exchange Theory (SET). A quantitative methodology was employed using a questionnaire survey conducted with 302 middle-management employees in the high-tech industry in Shenzhen, Guangdong, China. This study utilizes a correlational design, focusing on assessing the strength and nature of relationships between variables. It addresses the research gap concerning the relationship between employees' attitudes toward digital transformation and their creativity. The study also highlights the theoretical and practical implications of technological innovation, employees' acceptance of digital transformation, and digital leadership in fostering creativity within organizations. The findings reveal that (a) relative advantage and technological innovativeness positively influence digital transformation acceptance attitude (DA); (b) DA mediates the relationship between relative advantage, technological innovativeness, and employee creativity; (c) digital leadership positively moderates the relationship between relative advantage, technological innovativeness, and DA; and (d) DA positively affects employee creativity. These findings elucidate the mechanisms through which relative advantage and technological innovativeness affect employee creativity and expand the literature on the antecedents of employee creativity. The paper discusses practical implications and suggestions for future research.