<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Digital transformation has put tremendous pressure on employees to innovate with the use of information technology (IT). This paper explores the extent to which digital literacy and personal innovativeness contribute to individual’s innovative work behavior (IWB). To test our hypotheses, we apply double bootstrapping chained mediation analyses paired with relative importance analysis on a dataset collected from employees (N = 167) in a pharmaceutical company. The results showed the existence of a double-mediation chain whereby digital practices and attitude toward digitalized innovation mediate the positive relationship between digital literacy and IWB. Surprisingly, said chain was not supported for personally innovative individuals, indicating that digital literacy plays a relatively more important role in stimulating attitudes toward digitalized innovation and IWB. Our findings add further specificity to research on digital natives and may help organizations understand the role of digital literacy and personal innovativeness in organizationally-relevant outcomes, such as IWB.</p>
</abstract>

Digital transformation has put tremendous pressure on employees to innovate with the use of information technology (IT). This paper explores the extent to which digital literacy and personal innovativeness contribute to individual’s innovative work behavior (IWB). To test our hypotheses, we apply double bootstrapping chained mediation analyses paired with relative importance analysis on a dataset collected from employees (N = 167) in a pharmaceutical company. The results showed the existence of a double-mediation chain whereby digital practices and attitude toward digitalized innovation mediate the positive relationship between digital literacy and IWB. Surprisingly, said chain was not supported for personally innovative individuals, indicating that digital literacy plays a relatively more important role in stimulating attitudes toward digitalized innovation and IWB. Our findings add further specificity to research on digital natives and may help organizations understand the role of digital literacy and personal innovativeness in organizationally-relevant outcomes, such as IWB.

Digital or Innovative: understanding “Digital Literacy – Practice – Innovative Work Behavior” Chain

PhD, Full Professor and Head of Department, Department of Communication and Culture

South East European Journal of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Digital transformation has put tremendous pressure on employees to innovate with the use of information technology (IT). This paper explores the extent to...

Digital or Innovative: understanding “Digital Literacy – Practice – Innovative Work Behavior” Chain

Published Online: Jul 12, 2021

Page range: 107 - 119

DOI: https://doi.org/10.2478/jeb-2021-0009

Keywords
Digital literacy, Personal innovativeness, Attitude toward digitalized innovation, Innovative work behavior

© 2021 Amila Pilav-Velić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Digital or Innovative: understanding “Digital Literacy – Practice – Innovative Work Behavior” Chain

Published Online: Jul 12, 2021

Page range: 107 - 119

DOI: https://doi.org/10.2478/jeb-2021-0009

KeywordsDigital literacy, Personal innovativeness, Attitude toward digitalized innovation, Innovative work behavior

© 2021 Amila Pilav-Velić et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Digital literacy, Personal innovativeness, Attitude toward digitalized innovation, Innovative work behavior