Crafting the Future of Digitization: How and When Digital Leadership Promotes Public Employees’ Proactive Service Performance

With the development of digital technology and artificial intelligence (AI), numerous studies have focused on the applications and impacts of digital technology in the public sector. However, few studies have explored how frontline public service employees, the core subject of public organizations, can improve their proactive service performance. Based on the model of proactive motivation, this paper investigates the influence of digital leadership on employees’ proactive service performance from a micro perspective, as well as the internal mechanisms and boundary conditions underlying this process. Through an analysis of three-wave questionnaire survey data from 234 employees, this study finds that digital leadership has a positive impact on public employees’ proactive service performance through the serial mediation effects of AI service awareness and AI crafting. Furthermore, as an important boundary condition, employees’ public service motivation strengthens the serial indirect effect of digital leadership on proactive service performance. This paper not only extends the literature on digital leadership by adopting a micro-level perspective within the context of public sector digital transformation but also identifies the individual and contextual antecedents of proactive service performance by examining the interactive effect of public service motivation and leadership. Furthermore, this paper offers valuable implications for the practice of digital transformation in public organizations.