|
|
|
| Channel Diversification, Cross-Channel Conflict and Firm Performance |
| LU Tingyu，ZHUANG Guijun |
| Xi’an Jiaotong University, Xi’an, China |
|
|
|
|
Abstract Applying the logic of the open systems theory, this study examines how a firm’s channel diversification affects cross-channel conflict and firm’s performance, as well as the influence of moderating effect of IT capabilities, IT utilization capabilities on the relationship between channel diversification, cross-channel conflicts, and firm’s performance.By analyzing a sample of 520 collected from manufacturers, it is found that, first, channel diversification tends to cause cross-channel conflict, but promote firm’s performance. Second, IT capabilities tend to mitigate the positive effect of channel diversification on cross-channel conflict, but strengthen the positive effect of channel diversification on firm’s performance. Third, IT utilization capabilities tend to mitigate the positive effect of channel diversification on cross-channel conflict.
|
|
Received: 05 September 2020
|
|
|
|
|
|
|
