An empirical study of emerging digital culture and digital attitudes in an established company

Abstract

Purpose: This study intends to uncover factors that can accelerate digital transformation in established companies. This study examines the relationship between generic culture, digital culture, digital literacy, attitudes to change and perceived performance in digital transformation. Design/methodology/approach: A cross-sectional survey was conducted using a questionnaire with 383 employees. The data were analyzed using Structural Equation Modeling (SEM). Findings: This study shows that digital culture, legacy culture, and digital literacy significantly influence employee attitudes towards digital transformation and perceived performance. Additionally, digital literacy mediates the relationship between digital culture and employee attitudes towards digital transformation. Furthermore, employee attitudes towards digital transformation significantly impact their perceived performance. Research limitations/implications: Generalizability may be necessary given the case study approach's small sample size. Hence, more research is required to collect more representative samples. Practical implications: This study contributes to literature by providing empirical evidence on the importance of digital culture, legacy culture, and digital literacy for successful attitudes towards digital transformation. The findings of this study can be used to develop strategies for organizations undergoing digital transformation. A well-defined business culture supporting digital transformation is critical. Organizations should encourage employees to adapt and become accustomed to an innovative environment to boost performance. Accelerating digital transformation can also be done by enhancing digital technology competence and refining employees' attitudes toward digital transformation in the internalization process. Originality/value: Most studies have neglected the dynamic role of corporate culture in accomplishing digital transformation in favour of focusing more on technology. This study thus intends to fill this gap by uncovering how corporate culture and the employees' readiness can drive digital transformation.

Keywords

• digital transformation, digital culture, digital literacy, attitudes, behavior