Abstract：In multi-channel supply chain, it is important for the retailer to collaborate with the manufacturer’s electronic direct channel under the influence of consumer cross-channel behavior. This study interprets the relationship of consumer cross-channel behavior, channel collaboration, and collaboration performance, and investigates the moderate role of channel collaboration complexity from the perspective of the traditional retailer. The empirical results of the questionnaire survey from 221 traditional retailers show that consumer cross-channel behavior has a significant positive effect on collaboration performance. It also verifies the three dimensions of channel collaboration, namely, specific investment, information sharing, and joint action have positive mediating effects between consumer cross-channel behavior and collaboration performance. Finally, channel collaboration complexity negatively moderates the effect of special investment on collaboration performance, and positively moderates the effect of information sharing on collaboration performance, but does not moderate the joint action’s effect.
