Configuration of factors influencing the performance of new retailers in the context of digital transformation—Based on the resource action perspective

From a resource action perspective, a configuration analysis was performed on 219 cases of new retailers using fuzzy set qualitative comparative analysis (fsQCA). The major study findings are as follows: (1) Digital transformation capacity and resource management behavior are essential conditions for high performance of new retailers. (2) Seven configurations drive high performance of new retailers. (3) Under a specific configuration, there are potential substitution relationships between digital culture and corporate reputation, “digital culture + human resources” and basic resources. Accordingly, new retailers should take measures such as establishing a three‐layer conditional combination chain to promote sustainable development.