Abstract: New quality productive forces refer to advanced productivity driven by scientific and technological progress, primarily relying on digital information technology. By using a sample of A-share listed companies in related industries from 2011 to 2022, this study constructs an enterprise-level indicator for new quality productive forces through text analysis and employs multiple linear regression methods to empirically examine the mechanism and impact eff ects of how new quality productive forces enhance the value of data assets. The fi ndings reveal that enterprise new quality productive forces promote the formation and enhancement of data asset value by strengthening capabilities in data collection, processing, and deep development. Managerial power, the quality of information disclosure, and the level of regional digital economic development positively moderate the eff ect of new quality productive forces on enhancing data asset value, while the intensity of competition in digital technology markets mitigates their positive impact on data asset value. These conclusions provide practical guidance for enterprises to leverage new quality productive forces to enhance the value of data assets and achieve high-quality development under various circumstances.