DIGITAL READINESS AS A MEDIATOR OF DIGITAL COMPETENCE ON INNOVATIVE WORK BEHAVIOR IN CONTENT CREATORS

Devi Eka Aprilinda

Abstract


This study aims to examine the effect of Digital Competence on Digital Readiness, the effect of Digital Readiness on Innovative Work Behavior, the direct effect of Digital Competence on Innovative Work Behavior, and the mediating role of Digital Readiness in the relationship between Digital Competence and Innovative Work Behavior among Generation Z freelance content creators on TikTok. This study applies a quantitative approach with a cross-sectional survey design involving 140 respondents selected through purposive and snowball sampling. Data were collected through an online questionnaire and analyzed using multiple regression analysis and the Sobel Test with the assistance of IBM SPSS Statistics. The results show that Digital Competence has a positive and significant effect on Digital Readiness, and Digital Readiness has a positive and significant effect on Innovative Work Behavior, while Digital Competence has no significant direct effect on Innovative Work Behavior. Digital Readiness is proven to fully mediate the effect of Digital Competence on Innovative Work Behavior. These findings indicate that digital capability alone is not sufficient to drive innovative work behavior unless accompanied by individuals' psychological readiness to accept and utilize digital technology developments.

Keywords: Digital Competence, Digital Readiness, Innovative Work Behavior, Freelance Content Creator, Generation Z


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References


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