摘要
目前,跨渠道整合问题已成为关注的焦点,但甚少有研究从制度理论视角阐述跨渠道整合的驱动因素和障碍。结合资源基础观和制度理论,本文考察制度压力对制造企业跨渠道整合程度的影响,以及企业技术能力、关系管理能力对制度压力与跨渠道整合程度二者关系的调节作用。通过对249家制造企业进行实证研究,结果表明:第一,企业感知到的模仿压力、强制压力和规范压力分别与跨渠道整合程度显著正相关;第二,关系治理能力弱化了模仿压力对跨渠道整合程度的正向影响,但强化了规范压力对跨渠道整合程度的正向影响;第三,技术能力弱化了模仿压力对跨渠道整合程度的正向影响,强化了规范压力对跨渠道整合程度的正向影响。
Currently,the issues of cross-channel integration( CCI) has become the attentive focus. However, little research based on institutional theory details, the drivers and obstacles of CCI strategy. The study combines resource-based view and institutional theory to interpret the determinants of manufactures’ extent of cross-channel integration, through exploring the moderating effects of firm’s technology competence and relationship governance capabilities on the relationship between institutional pressures and the extent of CCI. The study results indicate that, firms perceived mimetic, coercive and normative pressures can promote their extent of CCI; relationship governance capabilities attenuate the impact of mimetic pressures on the extent of CCI, but strengthen normative pressures on the extent of CCI. Besides, technology competence can attenuate the positive effect of mimetic pressures on the extent of CCI, but enhance the positive effect of normative pressures on the extent of CCI.
出处
《营销科学学报（辑刊）》
CSSCI
2017年第2期107-126,共20页
Journal of Marketing Science
基金
国家自然科学基金(71172209)的资助
关键词
制度压力
跨渠道整合
企业能力
技术能力
关系治理能力
Institutional pressures
Cross-channel integration
Firm’s capabilities
Technology competence
Relationship governance capabilities
