DIGITAL AUTONOMY, INTRINSIC MOTIVATION, AND PERCEIVED ORGANISATIONAL INNOVATIVE CLIMATE ON INNOVATIVE BEHAVIOUR IN THE CHINESE MEDIA WORKPLACE

In an information-driven society, digital transformation is vital for the survival of small and medium-sized enterprises (SMEs). Drawing upon the Job Characteristics Theory and Cognitive Evolution Theory, this study has developed a novel model that incorporates direct, mediating, moderating, and mod-mediating effects to empirically examine an effective workflow and validate the factors (including job-related, personal, and contextual factors) that influence individual innovative behaviour within the digital workplace. Subsequently, employees from three top-ranked media institutions in China were chosen as the research subjects, 392 valid questionnaires were confirmed, and analysis was conducted by SmartPLS 4.0. The results demonstrate the significant influence and predictive role of digital autonomy on the generation of innovative behaviour among employees in the behaviour industry. Intrinsic motivation significantly mediates the relationship between digital autonomy and employee innovative behaviour. The study further substantiated that employees’ perceived organisational innovation climate moderates both (a) the direct association between intrinsic motivation and innovative behaviour, and (b) the indirect pathway linking digital autonomy to innovative behaviour through motivational affections. This study not only proposes a new framework based on existing theories to enrich theoretical exploration but also provides practical insights for industry development, helping to optimise employee innovative behaviour and effectively unleash their potential, thereby promoting corporate innovation and development in the digital era.