Digital green value co-creation behavior, digital green network embedding and digital green innovation performance: moderating effects of digital green network fragmentation

In the era of digital economy, digital green value co-creation behavior (DGVCB) has replaced the previous value creation. DGVCB has become a tool for business ecosystems to gain sustainable ecological advantages in today's increasingly complex market. At present, there are few researches on the influence of DGVCB and digital green network embedding(DGNE) on digital green innovation performance(DGIP). This paper faces the institutional logic of DGVCB, analyzes the mechanism of DGNE and digital green network fragmentation (DGNF) in the context of business ecosystem competition, and then constructs the causal relationship between DGVCB and DGIP. Based on 326 valid questionnaires and sample data, this paper empirically studies the effects of digital green value co-creation and DGNE on DGIP by using regression analysis method, and verifies and discusses the proposed theoretical hypotheses. The results show that DGVCB and DGNE have significant positive effects on the improvement of DGIP. DGNE plays an intermediary role between DGVCB and DGIP. DGNF plays a positive moderating role between DGVCB and DGIP. This study provides theoretical guidance for the governance of business ecosystem and the formulation of cooperation strategies for enterprises.