New business model creativity cannot be applied in practice automatically

but previous studies generally ignored how business model creativity was applied in practice. Based on the process view of business model innovation

the theory of planned behavior and the theory of dynamic capability

this paper explores the process mechanism and boundary conditions from business model creativity to business model application. Based on the questionnaire survey and empirical analysis of 572 Chinese enterprises

the study finds that: (1) Business model creativity has a positive and significant effect on business model application; (2) Dynamic capability plays a partial intermediary role between business model creativity and business model application; (3) Innovation culture can not only strengthen the relationship between business model creativity and dynamic capability

but also strengthen the intermediary role of dynamic capability in the process of business model innovation. This study not only enriches the existing theoretical framework of business model innovation

but also helps to further understand the path from business model creativity to business model application

and helps enterprises to practice business model innovation.