Abstract

This study investigates how AI-generated content (AIGC) adoption drives high-quality development in cross-border ecommerce, focusing on the synergistic roles of institutional openness and learning-oriented supply chains. Drawing on dynamic capability theory and institutional theory, we propose a moderated mediation model where AIGC enhances firm performance through dynamic capabilities (e.g., data analytics, operational agility), with institutional policies (e.g., crossborder e-commerce pilot zones) and learning supply chains (e.g., knowledge sharing) acting as boundary conditions. Using survey data from 312 Chinese cross-border e-commerce firms, structural equation modeling (SEM) and hierarchical regression analyses reveal three key findings: (1) AIGC adoption significantly improves financial performance, innovation, and sustainability, mediated by dynamic capabilities; (2) institutional openness amplifies the impact of AIGC on dynamic capabilities, particularly in regions with advanced digital infrastructure; (3) learning-oriented supply chains strengthen the translation of dynamic capabilities into performance outcomes. Furthermore, the joint moderating effect of institutional openness and learning supply chains accounts for 18% of the variance in high-quality development. These findings extend technology adoption literature by integrating policy and organizational lenses, offering actionable insights for firms to leverage AIGC and policymakers to design context-sensitive innovation ecosystems.

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