Determinants of Retailers' Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing

被引:61
作者
Cao, Lanlan [1 ]
Li, Li [2 ]
机构
[1] NEOMA Business Sch, Blvd Andre Siegfried, F-76825 Mont St Aignan, France
[2] Sup Co Montpellier Business Sch, 2300 Ave Moulins, F-34185 Montpellier 4, France
关键词
Multi-channel retailing; Cross-channel integration; Channel decision-making; Innovation diffusion; Retail innovation; RESOURCE-BASED VIEW; INFORMATION-TECHNOLOGY; FIRM PERFORMANCE; SPECIAL-ISSUE; E-COMMERCE; STRATEGY; ORGANIZATION; MANAGEMENT; MARKET; SLACK;
D O I
10.1016/j.intmar.2018.04.003
中图分类号
F [经济];
学科分类号
02 ;
摘要
The decision on whether and to what extent they should implement cross-channel integration is a crucial and complex task for multi-channel retailers. Although prior studies have sought to identify key determinants of this decision, most are descriptive or draw on divergent theoretical perspectives. The authors provide a cohesive theoretical model from the perspective of innovation diffusion, including not only technology-related but also organizational and environmental factors. The empirical findings based on the observations in the U.S. retail sector indicate that retailers' information-technology capabilities and private-label provision drive their cross-channel integration. Moderate diversity facilitates cross-channel integration more than does high or low diversity. Firms' financial resources seem to be less important or unimportant at a low level of industry concentration, but may influence retailers' cross-channel integration at a high level of industry concentration. (C) 2018 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.
引用
收藏
页码:1 / 16
页数:16
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