Communication Capability and Adaptive Performance in Nanostores: A Seven-Country Study of Direct and Mediated Pathways (#2445)

Authors

Ortega-Jimenez, Cesar H

Sabillon Palomeque, Dany N.

Melgar-Martínez, Narciso A

Tome, Jose R.

Abstract

This study investigates how communication capability, perceived AI competitive advantage, and digital store presence shape adaptive performance in nanostores across seven emerging markets (N = 1,412). Using Hayes' PROCESS Model 14 with 10,000-replication bootstrapping, we examine mediating roles and the moderating role of market dynamism. Results show communication capability has a significant direct effect on adaptive performance (b = 0.190, p < .001). However, indirect effects through perceived AI competitive advantage (0.002, 95% CI [−0.002, 0.008]) and digital store presence (0.001, 95% CI [−0.002, 0.005]) are non-significant, as is the serial pathway. Market dynamism does not moderate these relationships. The model explains 5.1% of variance in adaptive performance, with dominance analysis revealing that communication capability accounts for over 60% of this explainable variance—indicating that while communication capability matters directly, the hypothesized technological mediation mechanisms do not operate in this context. Findings highlight communication as a foundational capability, challenging assumptions about AI and digital presence as automatic transmission mechanisms in informal micro-retail.