Influence of Big Data Analytics Capability on Employee Creative Behavior: A Modified Mediation Model

Abstract

The purpose of the present study was to assess the effect of Big Data Analytics capabilities on employees' creative behavior in the Jordanian service sector and to explore the mediating influence of employee curiosity and the moderating influence of top management support. The proposed model was developed using an integrative theoretical framework, namely the knowledge-based view (KBV) and Self-Determination Theory (SDT), to understand how knowledge resources translate into creative behaviors through psychological motivations and organizational context. Data for this quantitative research were collected from a population of 326 employees working in SMEs operating in the Jordanian service sector. Statistical analysis of the collected data was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings have confirmed the direct positive influence of big data analytics capabilities on creative behavior, alongside an indirect one via employee curiosity as a mediating factor. It was also found that senior management support has a negative moderating effect on the relationship between big data analytics capabilities and employee curiosity. This research study adds value to the body of knowledge by combining two theoretical frameworks that relate cognitive resources, psychological motivations, and organization in the explanation of creativity in the digital business context.