Proceedings of the 2023 3rd International Conference on Education, Information Management and Service Science (EIMSS 2023)

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How Does Digital Traceability Impact the Innovation Behavior of Food Firms Based on the Marketing Perspective?

Authors
Xinxiang Gao1, Jianhua Liu2, Shiran Wang1, 3, *, Thillai Raja Pertheban1, Kim Mee Chong1, Jiawen Yu1, 4
1Graduate School of Business, SEGI University, Kota Damansara, Petaling Jaya, Selangor, 47810, Malaysia
2The Department of Business Administration, HAERBIN CAMBRIDGE University, Xiang fang District1, 50069, Harbin, Heilongjiang, China
3The Department of Business Administration, Heilongjiang College of Construction, Li min Development Zone, Hu lan District1, 50088, Harbin, Heilongjiang, China
4Guangzhou International Economics College, No.28, Da Yuan Bei, Sha Tai Road, Baiyun District, Guangzhou, 510540, China
*Corresponding author. Email: sukd2100480@segi4u.my
Corresponding Author
Shiran Wang
Available Online 28 September 2023.
DOI
10.2991/978-94-6463-264-4_71How to use a DOI?
Keywords
Digital traceability; Innovative behavior; Knowledge management; Dynamic capability; Marketing
Abstract

Marketing is the vital force behind business growth. Meanwhile, innovation serves as the fundamental safeguard for effective marketing strategies. And whether booming digital technology can foster and promote the innovative behavior of food enterprises has received extensive attention from a variety of societal sectors. Drawing upon the knowledge-based perspective and the theory of dynamic capability (DC), this study constructs an important emerging information technology, using knowledge management (KM) as the mediating variable and DC as the moderating variable. A theoretical model that examines the impact of digital traceability on fostering innovative behavior (IB), including creative product development, improvement in procedures, and novelty in administration within enterprises, can be outlined in this paper. Partial least squares structural equation modelling (PLS-SEM) with Smart PLS-SEM 4.0 software was used to analyze the questionnaire survey data from 372 food enterprises that have a certain foundation in digital traceability (DT) and are located in three demonstrative regions for the construction of traceability systems. The empirical results indicate the following: 1. DT significantly impacts the IB of food firms; 2. KM plays a mediator role between DT and IB; 3. DC regulates the moderate effect in the first half (DT-KM) and the second half (KM-IB).

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Education, Information Management and Service Science (EIMSS 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
28 September 2023
ISBN
978-94-6463-264-4
ISSN
2589-4900
DOI
10.2991/978-94-6463-264-4_71How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xinxiang Gao
AU  - Jianhua Liu
AU  - Shiran Wang
AU  - Thillai Raja Pertheban
AU  - Kim Mee Chong
AU  - Jiawen Yu
PY  - 2023
DA  - 2023/09/28
TI  - How Does Digital Traceability Impact the Innovation Behavior of Food Firms Based on the Marketing Perspective?
BT  - Proceedings of the 2023 3rd International Conference on Education, Information Management and Service Science (EIMSS 2023)
PB  - Atlantis Press
SP  - 617
EP  - 624
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-264-4_71
DO  - 10.2991/978-94-6463-264-4_71
ID  - Gao2023
ER  -