The Impact of Customer Knowledge and Knowledge Transfer Mechanism of Digital Platform on Online Entrepreneurship with the Mediation of Digital Innovation

Document Type : Original Article

Authors

Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran.

Abstract

Introduction: In the era of the digital economy, digital platforms serve as a vital infrastructure for innovative individuals to engage in digital innovation activities. Achieving efficient and seamless knowledge transfer between innovation subjects through digital platforms has become a new research topic. The goal of this study is to provide a broader perspective on how digital technologies are changing business models. This study further investigates industry-based factors such as digital platforms, customer knowledge, the rise of online entrepreneurship, and digital innovation. It also examines the role of digital platforms and customer knowledge in the digitization of business models, which influences the dynamics of an online entrepreneur. Consequently, this research explores the impact of customer knowledge and the knowledge transfer mechanism of digital platforms on online entrepreneurship, with digital innovation as a mediator.

Methodology: This research is applied in terms of purpose, quantitative in terms of approach, and descriptive-correlational in nature. The statistical population consists of all customers and consumers of Digikala, with a sample size of 384 individuals selected through simple random sampling for the study. The data collection tool was a standardized questionnaire. The data were analyzed using SPSS software version 24 and Smart PLS software version 4.

Conclusion/Implications: The results indicated that digital platforms and customer knowledge, with digital innovation as a mediator, have a positive impact on online entrepreneurship. There is a positive and significant relationship between them, and they are suitable for entrepreneurs to conduct their business in the online space. Therefore, it can be concluded that the variables of digital platforms, customer knowledge, and digital innovation can serve as a foundation for developing appropriate models for online entrepreneurship.

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History

  • Receive Date: 19 April 2025
  • Revise Date: 16 June 2025
  • Accept Date: 16 June 2025

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