DO DIGITAL SKILLS AND TECHNO-INVASION BOOST INNOVATION AMONG CREATIVE EMPLOYEES?

Drawing on the Job Demand-Resources (JD-R) model, this study examines how specific digital technology-related factors influence the relationship between creative behaviour and innovative work behaviour (IWB). Specifically, it explores the roles of positive factors — personal innovativeness in information technology (PIIT) and e-skill self-efficacy — and the negative influence of techno-invasion. Data were collected via a survey of 893 employees from five branches of multinational companies in North-East Italy. Hypotheses were tested using regression-based analysis. The study confirms the moderating role of PIIT and identifies significant three-way interactions among creative behaviour, PIIT, and techno-invasion, as well as among creative behaviour, e-skill self-efficacy, and techno-invasion. These findings highlight the complex interplay between digital demands and resources in shaping employees’ IWB. This research advances understanding of how digital technology-related variables interact to influence IWB, providing new insights into the application of the JD-R model in the context of workplace digitalisation.