Frontiers in Psychology | www.frontiersin.org 1 April 2022 | Volume 13 | Article 884830 ORIGINAL RESEARCH published: 07 April 2022 doi: 10.3389/fpsyg.2022.884830 Edited by: Umair Akram, Jiangsu University, China Reviewed by: Jiale Chen, Ningbo University of Technology, China Mengmeng Lu, Communication University of Zhejiang, China *Correspondence: Shaofeng Wang vipwhsl@hotmail.com Specialty section: This article was submitted to Organizational Psychology, a section of the journal Frontiers in Psychology Received: 27 February 2022 Accepted: 07 March 2022 Published: 07 April 2022 Citation: Chen D, Esperança JP and Wang S (2022) The Impact of Artifcial Intelligence on Firm Performance: An Application of the Resource-Based View to e-Commerce Firms. Front. Psychol. 13:884830. doi: 10.3389/fpsyg.2022.884830 The Impact of Artifcial Intelligence on Firm Performance: An Application of the Resource-Based View to e-Commerce Firms Donghua Chen 1 , José Paulo Esperança 2 and Shaofeng Wang 1,3 * 1 School of Logistics and e-Commerce, Zhejiang Wanli University, Ningbo, China, 2 ISCTE Business School, BRU-IUL, University Institute of Lisbon, Lisbon, Portugal, 3 Smart Learning Institute, Beijing Normal University, Beijing, China The application of artifcial intelligence (AI) technology has evolved into an infuential endeavor to improve frm performance, but little research considers the relationship among artifcial intelligence capability (AIC), management (AIM), driven decision making (AIDDM), and frm performance. Based on the resource-based view (RBV) and existing fndings, this paper constructs a higher-order model of AIC and suggests a research model of e-commerce frm AIC and frm performance. We collected 394 valid questionnaires and conducted data analysis using partial least squares structural equation modeling (PLS- SEM). As a second-order variable, AIC was formed by three frst-order variables: basic, proclivity, and skills. AIC indirectly affects frm performance through creativity, AIM, and AI-driven decision making. Firm creativity, AIM, and AIDDM are essential variables between AIC and frm performance. Innovation culture (IC) positive moderates the relationship between frm creativity and AIDDM as well as the relationship between AIDDM and frm performance. Environmental dynamism (ED) positive mediates the connection between AIM and AIDDM. Among the control variables, frm age negatively affects frm performance, and employee size does not. This study helps enterprises leverage AI to improve frm performance, achieve a competitive advantage, and contribute to theory and management practice. Keywords: artifcial intelligence capability, frm performance, resource-based view, PLS-SEM, frm creativity, driven decision making, environmental dynamism, innovative culture INTRODUCTION Te rapid evolution of artifcial intelligence (AI) brings enterprises more business opportunities (Hughes et al., 2020; Obschonka and Audretsch, 2020; Shareef et al., 2021). Artifcial intelligence is the machines (programs) that operates in the simulation of human intelligence (Łapińska et al., 2021) in technologies, such as machine learning, data mining, natural language processing, image recognition, etc. (Khalid, 2020). Artifcial intelligence can bring efciency gains, cost savings, product quality improvements, and customer service improvements (Bag et al., 2021c). Enterprise capabilities are critical for identifying business opportunities (Yao et al., 2021). While there is excellent potential for artifcial intelligence capability (AIC) to improve a company’s