The Impact of Customer Knowledge and the Digital Platform Knowledge Transfer Mechanism on Online Entrepreneurship with the Mediating Role of Digital Innovation in Digikala Company in West Azerbaijan Province

Document Type : Original Article

Authors

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

Abstract

The purpose of this research is to investigate the impact of customer knowledge and the digital platform knowledge transfer mechanism on online entrepreneurship with the mediating role of digital innovation in Digikala company in West Azerbaijan province. This research is applied in terms of purpose and quantitative in terms of approach and is a descriptive-correlational research. The statistical population of the research included all customers of Digikala company in West Azerbaijan province, of which 384 people were selected for the study using the convenience sampling method. The data collection tool was a standard questionnaire. The data were analyzed using SPSS24 and Smart PLS4 software and using structural equation modeling. The results obtained showed that digital platforms and customer knowledge have a positive effect on online entrepreneurship with the mediation of digital innovation, 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 digital platform, customer knowledge, and digital innovation can be used as basic and fundamental variables to provide suitable online entrepreneurship models.

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References

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

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