How Does Digital Leadership Activate International New Venture Performance in Cross-Border E-Commerce?

In recent years, cross-border e-commerce and digital trade activities in transition economy countries and regions have continued to grow. Based on resource orchestration theory and empowerment theory, this paper examines the influence mechanism of digital leadership on international entrepreneurial performance and investigates the moderating effect of platform support. Analyzing survey data from 227 Chinese cross-border e-commerce enterprises using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), the study finds that: (1) Digital leadership positively influences the international entrepreneurial performance of cross-border e-commerce enterprises through the mediating roles of brand management capability and product innovation capability; (2) Platform support plays a positive moderating role in the relationship between brand management capability and international entrepreneurial performance in cross-border e-commerce; (3) Platform support moderates the mediating effect of brand management capability in the relationship between digital leadership and international entrepreneurial performance of cross-border e-commerce enterprises; (4) Based on fsQCA analysis, two antecedent configurations for achieving high international entrepreneurial performance in cross-border e-commerce are identified. These findings hold significant theoretical implications for research on cross-border digital platforms and international new ventures, while also providing robust empirical support for enterprises seeking to achieve international entrepreneurial success through the implementation of digital strategies.