摘要
互联网技术和电子商务的发展为企业采用多渠道销售产品提供了有力的支持。采用不同类型的渠道销售产品成为企业塑造竞争力的重要途径,但同时也对企业对多渠道进行管理带来了挑战。文章基于多渠道相关研究,探讨企业渠道多元化对跨渠道冲突的影响,以及企业规模、跨渠道整合对上述关系的调节效应。以185家制造企业为对象,通过问卷调查收集数据,运用多元层次回归对研究假设进行检验。研究结果表明,企业的渠道多元化会激化跨渠道冲突;企业规模正向调节渠道多元化与跨渠道冲突之间的关系;跨渠道整合负向调节渠道多元化与跨渠道冲突之间的关系。
The development of Internet technology and e-commerce provides strong support for enterprises to sell products through multiple channels.Using different types of channels to sell products has become an important way for enterprises to build up their competitiveness,but it also brings challenges to enterprises'multi-channel management.Based on multi-channel related research,this paper discusses the impact of enterprise channel diversification on cross channel conflict,and the moderating effect of firm size and cross channel integration on the above relationship.Taking 185 manufacturing enterprises as the object,the data were collected through questionnaire survey,and the research hypothesis was tested by multiple hierarchical regressions.The results show that channel diversification intensifies cross-channel conflict;firm size positively moderates the relationship between channel diversification and cross-channel conflict;cross-channel integration negatively moderates the relationship between channel diversification and cross-channel conflict.
作者
赵星宇
庄贵军
ZHAO Xingyu;ZHUANG Guijun(School of Management,Xi'an Jiaotong University,Xi'an 710049,China)
出处
《商业经济与管理》
CSSCI
北大核心
2021年第7期44-54,共11页
Journal of Business Economics
基金
国家自然科学基金面上项目“制造商视角的全渠道策略研究”(72072141)。
关键词
渠道多元化
跨渠道冲突
企业规模
跨渠道整合
channel diversity
cross-channel conflict
firm size
cross-channel integration
