Investigating the role of technological cultural taste in the digital technology entrepreneurship ecosystem of Iran's creative industries

The rapid developments of digital technologies widely affect the creative industries in such a way that the integration of new technologies with traditional culture and art has created a tremendous change in the development of businesses in this field. But the purely economic approach to the ecosystem of digital and creative entrepreneurship leads to a kind of reductionism that examines this ecosystem without considering the cultural taste of digital technologies. The purpose of this research is to investigate the mediating role of cultural taste of digital technologies in the ecosystem of digital technological entrepreneurship in Iran's digital creative industries. The current research is applied in terms of its purpose and descriptive research in terms of survey type. The statistical population of the research includes 175 companies in the field of digital businesses and virtual space, such as animation and computer games, which are registered in the Secretariat of the Development Program of Creative Enterprises of the Scientific Vice President, and 120 companies were selected as samples. The main measuring tool of this research is the questionnaire made by the researcher. Data analysis was done by structural equation modeling by partial least squares (PLS) method and using Smart PLS software. The results showed that digital technological cultural taste has a mediating role in the ecosystem.