Abstract:
This research discusses the impact of digital platforms and customer knowledge on online entrepreneurship with the mediation of digital innovation. Digitalization is fundamentally changing both our society and business world. The entrepreneur’s goal is to digitalize their processes to create efficiency gains. The company’s focus is more towards digitalizing their products and services with the aim to create growth and to increase profits. The aim is to have a more holistic perspective on how digital technologies are transforming their business models. The research focuses on the mediating effect of digital innovation, which has not been extensively studied in previous research in this field. The study collected data through online surveys and The study is quantitative and in order to carry out the research, questionnaires were developed for everyone based on judgement sampling using data (N=256), which was collected from various individuals including entrepreneurs and freelancers from different companies, startups and online marketplace for freelance services found that customer knowledge has a positive impact on online entrepreneurship, digital platforms have a direct and positive impact on online entrepreneurship, digital innovation mediates the relationship between digital platforms and online entrepreneurship, and digital innovation mediates the relationship between customer knowledge and online entrepreneurship. The study suggests that entrepreneurs utilize customer knowledge and digital platforms through digital innovation to reduce the risk of failure and minimize the need for costly experimentation during the early stages of their business. Future research should explore the potential impact of cultural factors on online entrepreneurship and the effectiveness of various digital platforms on online entrepreneurship in different contexts.
