글로벌 전자상거래 기업의 리스크 관리 역량이 혁신 성과에 미치는 영향: 디지털 컴플라이언스 역량의 매개효과와 AI 적응성의 조절효과를 중심으로

초록

Research Purpose: Based on the Dynamic Capabilities Theory, this study explores how risk management capability drives innovation performance in cross-border e-commerce enterprises. It investigates digital compliance capability's mediating role and validates AI adaptability’s substitution effect, aiming to provide theoretical grounds for optimizing resource allocation between human management and intelligent technology. Research Methods: Using 314 data from Chinese cross-border e-commerce exporters, this study employed Partial Least Squares Structural Equation Modeling (PLS-SEM). Results in Research: The results show that risk management capability positively affects both innovation performance and digital compliance, with digital compliance playing a partial mediating role. Moreover, AI adaptability negatively moderates the relationship between risk management and compliance, indicating that higher AI adaptability reduces the marginal impact of human-driven risk management and supports the substitution effect of intelligent technology. Research Conclusion: It concludes that proactive risk management is a strategic asset driving innovation, bridged by digital compliance. Crucially, it confirms the "substitution effect" of AI: highly adaptable intelligent systems can effectively substitute for human management functions. Firms are advised to dynamically adjust strategies, streamlining manual risk processes as AI capabilities mature to achieve optimal human-machine collaboration.

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