双元市场导向、创新性与企业绩效—大数据分析能力调节下的零售平台企业分析

Dual market orientation, innovation and corporate performance:Analysis of retail platform enterprises under the adjustment of big data analysis capabilities

摘要:

本文基于动态能力理论，以创新性作为中介变量，探究了响应型和先动型双元市场导向对企业绩效的影响机制，并采用大数据分析能力、环境不确定性作为调节变量进行分析研究。通过对220家国内零售平台企业的有效样本数据进行实证分析，研究结果发现：响应型和先动型市场导向都对企业绩效有直接正向促进作用，其中先动型市场导向的作用更强。同时，创新性在双元市场导向与企业绩效间起部分中介作用。此外，大数据分析能力能够增强响应型和先动型市场导向与企业创新性间的正相关关系，且这一调节效应在先动型市场导向中更为显著；环境不确定性在两种市场导向与企业绩效的关系中均发挥正向调节作用，但无明显差异。研究结果对于企业发展大数据分析能力、提升企业绩效具有一定借鉴意义。

关键词:双元市场导向;创新性;企业绩效;大数据分析能力

Abstract:

Based on the theory of dynamic capability and taking innovation as the mediating variable, this paper explores the influencing mechanism of responsive and first-mover dual market orientation on firm performance, and uses big data analysis ability and environmental uncertainty as moderating variables for analysis and research. Through the empirical analysis of the effective sample data of 220 domestic retail platform enterprises, the results show that both responsive and first-mover market orientation have a direct positive effect on enterprise performance, and the first-mover market orientation has a stronger effect. At the same time, innovation plays a partly mediating role between dual market orientation and firm performance. In addition, big data analysis ability can enhance the positive correlation between responsive and first-mover market orientation and firm innovation, and this moderating effect is more significant in the pre-emptive market orientation, and environmental uncertainty plays a positive moderating role in the relationship between the two market orientations and firm performance, but there is no significant difference. The research results have certain reference significance for enterprises to develop big data analysis capabilities and improve enterprise performance.

Key words:Dual market orientation; Innovation; Enterprise performance; Big data analysis capability