The effect of digital transformation and digital culture on employees' creativity with the mediation of job attitude

Document Type : Original Article

Authors

1 Educational Management, Faculty of Educational Sciences and Psychology, Mohaghegh Ardabili University, Ardabil, Iran

2 Islamic Azad University, Ardabil branch

3 Education of Ardabil province

10.22098/pbeo.2025.13974.1034

Abstract

Digital transformation has caused chaos and changes in the operating conditions of organizations and has affected the job attitude of employees. With the ever-increasing extent of digitization, organizational life may be threatened, therefore, the current research was conducted with the aim of the impact of digital transformation and digital culture on the creativity of employees through the mediation of job attitude. The current research is descriptive-correlational in terms of content nature (structural equation model) and practical in terms of purpose. The participants in the current research, or in other words, the statistical population of the research, are 853 teachers working in the academic year of 1402-1401 in Nemin city. The sampling method used is multi-stage cluster sampling, and due to the heterogeneity of the statistical population (Mr. and Mrs. colleagues), a stratified sampling method was also used. According to Morgan's table, a sample of 230 people was selected from among the aforementioned statistical population. (151 women and 79 men) were selected. To collect the required data, Liu et al.'s (2021) digital transformation standard questionnaires, Khodadadi and Abbaspour's (1401) digital culture, Lee et al.'s (2014) employee creativity, and Tu et al.'s (2015) job attitude questionnaire were used. The obtained results indicate that digital transformation and digital culture with the mediation of job attitude influence the creativity of employees with path coefficients of 0.20 and 0.34 respectively and with t values (4.62) and (5.27). Put. Therefore, it is suggested that managers provide the ground for changing the attitude of employees and pay special attention to the application of digital technology in organizational operations in order to support creativity in the organization.

Keywords

Files

Share

How to cite

Statistics