The impact of enterprise digital transformation on relationship performance: a moderated mediation model

Purpose Drawing on dynamic capability theory, this study investigates how digital transformation affects enterprises' relationship performance in channel relationships. It further clarifies the underlying mechanisms and boundary conditions by testing the mediating roles of channel partners' extra-role altruistic behavior and opportunistic behavior, as well as the moderating role of channel relationship quality. Design/methodology/approach Data were obtained from a survey of 276 distributors, yielding 394 valid responses in the Chinese home appliance industry. Hierarchical regression and bootstrap techniques were used to test the proposed model. Findings Enterprise digital transformation positively influences channel partners' extra-role altruistic behavior while curbing opportunistic behavior. Extra-role altruistic behavior enhances enterprise relationship performance, whereas opportunistic behavior undermines it. These behaviors mediate the relationship between digital transformation and relationship performance. Channel relationship quality strengthens the mediating effect of extra-role altruistic behavior. Cross-industry robustness tests show that the reinforcing effect on inhibiting opportunistic behavior is significant only in the cross-industry sample, not in the home appliance industry sample. Heterogeneity analysis reveals that the positive impact of digital transformation on relationship performance is more pronounced in small and medium-sized enterprises, while the moderating effect of channel relationship quality does not differ across enterprise types. Originality/value This study advances dynamic capability theory by uncovering behavioral mechanisms and boundary conditions through which digital transformation impacts relationship performance. It also offers valuable implications for enterprises to foster positive behaviors and curb negative behaviors among partners, thereby enhancing enterprise relationship performance through digital strategies.