DIGITAL CAPABILITY AND COMPETITIVE ADVANTAGE IN AGRICULTURAL ENTERPRISES: THE DUAL MEDIATING ROLES OF SUPPLY CHAIN RESILIENCE AND VALUE CO-CREATION

บทคัดย่อ

Purpose – This study investigates how digital capability influences competitive advantage in agricultural enterprises through the dual mediating mechanisms of supply chain resilience and value co-creation, while examining the moderating roles of resource integration capability and market environment dynamics.

          Design/methodology/approach – Drawing on dynamic capabilities theory and the resource-based view, we developed an integrated theoretical framework tested through a mixed-methods approach. Quantitative data from 345 senior managers (including chairpersons, general managers, and key department heads) with more than three years of experience in agribusinesses in Yunnan, Guizhou, and Sichuan provinces. were analyzed using partial least squares structural equation modeling (PLS-SEM), complemented by qualitative insights from 15 in-depth interviews with senior managers.

          Findings – Digital capability demonstrates a strong total effect on competitive advantage (β=0.631, p<0.001), operating primarily through indirect pathways. Supply chain resilience emerges as the dominant mediating mechanism, accounting for 75% of the indirect effect (β=0.335, p<0.001), while value co-creation provides a complementary pathway contributing 25% (β=0.109, p<0.001). The model explains 93.5% of variance in competitive advantage. Resource integration capability positively moderates the digital capability-value co-creation relationship (β=0.111, p=0.022), while digital market search shows significant negative moderation effect (β=-0.096, p<0.05).

          Originality/value – This research advances dynamic capabilities theory by revealing the dual mediation structure through which digital transformation creates competitive advantages in traditional industries. The identification of supply chain resilience as the primary value creation pathway and the counterintuitive negative effect of excessive market intelligence activities provide novel theoretical insights and practical guidance for digital transformation strategies.