Applied mathematical analysis of organizational learning culture and new media technology acceptance based on regression statistical software and a moderated mediator model

Abstract

In the hypercompetitive environment of the digital age, new media technologies are regarded as useful methods for improving organizational effectiveness and innovation. Using hierarchical regression equation and statistical software SPSS 22.0, this paper aims to explore the relationship between organizational learning culture and new media technology acceptance (NMTA), as well as the roles of organizational loyalty and personal innovativeness in state-owned companies. A total of 20161 valid questionnaires were collected for the final analysis. Based on a moderated mediator model and the bootstrapping method, the research indicates that there is a positive relationship between perceived organizational learning culture and NMTA. In addition, the effect of perceived organizational learning culture on NMTA is partially mediated by organizational loyalty. And personal innovativeness moderates the direct effect of perceived organizational learning culture on NMTA and indirect effect via organizational loyalty. The study offers implications for managers to promote the widespread use of new media technology in companies. Besides, this study provides new insights into the mechanism of new media technology adoption in state-owned companies by combining the perceived organizational level factors and personal trait.