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Objective: Today, businesses need to leverage new technologies and embrace digital transformation in various processes to maintain and enhance their competitive advantage. Improving digital innovation performance, as one of the most critical factors for organizational success, not only boosts productivity and efficiency but also enhances their ability to respond to environmental changes. This is especially crucial in situations where technological advancements and market shifts occur rapidly. Moreover, aligning with digital transformations and having the necessary readiness to face these changes are among the key concerns of business leaders. To achieve successful digital innovation, businesses must focus not only on digital technologies and infrastructure but also on factors such as human capital's digital skills and competencies. Skilled employees with digital competencies can effectively utilize new technologies and implement digital innovations within the organizational framework. In this regard, the present study aims to examine the impact of digital readiness on the digital innovation performance of businesses. Additionally, this research considers the moderating role of employees' digital competencies in this relationship. In other words, we believe that digital readiness alone cannot improve digital innovation performance, and the skills and competencies of the workforce, as a moderating variable, play a decisive role in the success of this process. Method: The current research is practical in terms of purpose and seeks to provide solutions to improve the performance of digital innovation in organizations, especially in the field of insurance companies. In this regard, this study is defined as a quantitative research based on the nature of the research. Research is usually conducted to measure relationships between observations and data analysis, which in this case is also used for the relationship between digital and digital innovation performance. According to the method of data collection, this research is a descriptive-correlation type of research. In correlation research, the main goal is to investigate international relations and determine their intensity and direction. In this study, the relationship between digital and digital innovation performance has been investigated, and the moderating role of digital competence has also been reviewed. The statistical population of this research includes all new business insurance companies. This company is owned by Tejarat Bank, Iran Post Bank and several other shareholders and is one of the many insurance companies in Iran. The total number of people in this company is 497, which is considered as a statistical population. To select the statistical sample, a simple random sampling method was used and 100 people were selected as a sample. This sampling method has been used in order to make it possible to generalize the results and reduce biases. The data collection tool in this research was an online questionnaire, which was created to facilitate access and increase the speed of information collection among users. The questionnaire included questions for digital measurement, digital competence, and digital innovation performance. After data collection, data analysis was done using two powerful statistical software, namely Smart PLS 4 and SPSS. Smart PLS software was used for structural equation modeling, allowing researchers to examine complex relationships between latent and observed variables. SPSS software was used for descriptive analysis and correlation analysis. Results: The results of data analysis show the confirmation of the main and sub-hypotheses of the research. First, the main hypothesis of the research, which examined the impact of digital readiness dimensions on the performance of digital innovation with the moderating role of employees' digital competence, was confirmed in a meaningful way. This finding indicates that the digital readiness of organizations alone cannot lead to the improvement of digital innovation performance, rather the digital skills and competencies of employees play a key moderating role in this relationship. In other words, organizations with employees with high digital skills use their digital readiness more effectively and have better innovative performance. In addition to the confirmation of the main hypothesis, the results of the statistical analysis indicate the confirmation of the sub-hypotheses of the research. These hypotheses have investigated the impact of different variables of digital readiness on the performance of digital innovation. The findings showed that all dimensions of digital readiness, including: 1. organizational structure: As a framework that facilitates decision-making and distribution of resources in the organization, it has a significant impact on the performance of digital innovation. More flexible and dynamic structures allow for more innovation. 2. Organizational culture: organizational culture that is receptive to change and innovation has a significant impact on the success of digital innovations in the organization. Innovative organizational culture helps to adopt new technologies faster and create an environment for employees' creativity. 3. Human power: the skills and capabilities of employees play a decisive role in the success of digital innovations. Expert manpower with digital competencies is able to successfully implement innovative initiatives. 4. Digital strategy: the organization's digital strategies, which are clearly and precisely defined, help guide and advance digital innovations and have a significant impact on digital innovation performance. 5. Digital technologies: access to new digital technologies and their use is one of the important factors in increasing the performance of digital innovation. Organizations with more advanced technologies will be able to provide more innovative products and services. 6. Market: market conditions and opportunities also play an important role in determining the direction and intensity of digital innovations. Competitive markets and demand for digital innovations drive organizations to improve innovation performance. All these variables significantly affect the performance of digital innovation and research findings show that comprehensive and comprehensive digital preparation, along with the digital competencies of employees, can lead to significant improvement of innovation performance in organizations. Conclusion: As employees' digital readiness increases, digital innovation performance also improves, and this relationship is moderated by employees' digital competence. These results can help organizations to provide the infrastructure and environment to promote digital innovation in their organization, with regard to the development of employees' digital competence. By increasing the digital competence of employees, their ability to be flexible and create innovative solutions in the face of challenges also increases. This ability is presented as a commitment to individual and organizational development, and people can create innovative improvements in the organization's processes and products by benefiting from digital tools and technologies. As a result, organizations can significantly improve their digital innovation performance by properly combining the dimensions of digital readiness and digital competency development. Also, paying attention to creating an enthusiastic work environment and encouraging innovative activities can be effective so that employees can improve their digital skills and abilities automatically. Overall, these results show that individual and organizational digital enhancement increases digital innovation and commitment to digital competence, as one of the key factors in this process, can help improve organizational performance. [ABSTRACT FROM AUTHOR] |
