Goal charity extensive training and environmental dynamism on perceived strategic change : The moderating role of organizational culture

China’s fintech sector has experienced rapid growth over the past decade, resulting in intense competition that necessitates continuous strategic transformation to ensure long-term sustainability and market resilience. However, the success of organizational change is often impeded by employee resistance, as many individuals perceive change negatively and react with uncertainty or skepticism. Therefore, employees’ perceptions and attitudes toward change are critical to achieving successful and sustainable transformation. Grounded in change management theory and goal-setting theory, this study examines the effects of goal clarity, extensive training, and environmental dynamism on fintech employees’ perceptions of strategic change, as well as the moderating role of organizational culture. Using statistical techniques such as factor analysis, reliability testing, correlation analysis, multiple regression, and structural equation modeling, data were collected through non-probability sampling from 377 employees working in Chinese fintech unicorn companies. The findings reveal that goal clarity and extensive training positively influence employees’ perceptions of strategic change, while environmental dynamism strengthens their understanding of change. Furthermore, organizational culture moderates all relationships, with innovationoriented and harmony-oriented cultures significantly amplifying the effects of the key variables. These findings offer practical implications for fintech firms and other rapidly evolving industries, emphasizing the need for culturally aligned change strategies to enhance the effectiveness of strategic transformation initiatives