Abstract: Marketing technology not only reshapes the work content and behavior of sales employees, but also profoundly affects the digital creativity of employees. Based on the theory of self-determination, this study focused on the transmission mechanism of leisure crafting and informal status between MARTECH and sales employees' digital creativity, and conducted a statistical analysis of 379 valid questionnaires by constructing a moderated mediation model. The empirical results show that, firstly, the use of MARTECH has a positive impact on the digital creativity of sales employees, and the leisure crafting and informal status play a role in the mediation and chain mediation between the use of MARTECH and the digital creativity of employees. In addition, the sense of organizational support positively moderates the relationship between the use of MARTECH through leisure crafting and informal status. At the same time, the sense of organizational support positively moderates the mediating role of leisure crafting and informal status in the use of MARTECH and employees' digital creativity. This study systematically reveals the black box of the impact of MARTECH on the digital creativity of sales employees, and provides a new direction for the digital development of employees in the context of enterprise digital transformation.

Key words: MARTECH, Digital Creativity, Leisure Crafting, Informal Status, Organizational Support

摘要： 人工智能营销技术在重塑销售员工工作内容与行为的同时,深刻影响着员工的数字化创造力。本研究基于自我决定理论,探索工余塑造、非正式地位在人工智能营销技术使用与销售员工数字化创造力之间的传导机制。通过对379份有效问卷进行分析,结果表明:人工智能营销技术使用正向影响销售员工数字化创造力;工余塑造、非正式地位在人工智能营销技术使用与销售员工数字化创造力之间起部分中介与链式中介作用;组织支持感正向调节人工智能营销技术使用与工余塑造、非正式地位之间的关系;组织支持感正向调节工余塑造、非正式地位在人工智能营销技术使用与员工数字化创造力之间的中介作用。研究系统地揭示了人工智能营销技术使用影响销售员工数字化创造力的机制,为数字化转型背景下员工的数字化发展提供了新方向。

关键词: 人工智能营销技术, 数字化创造力, 工余塑造, 非正式地位, 组织支持感