渠道多元化对跨渠道冲突和企业绩效的影响

Channel Diversification,Cross-Channel Conflict and Firm Performance

以开放系统理论为基础,探讨企业渠道多元化对跨渠道冲突、企业绩效的影响,以及企业IT能力、渠道管理人员IT使用能力对渠道多元化与跨渠道冲突、企业绩效之间关系的调节作用。对520份问卷调查所得的数据作统计分析,研究表明:(1)渠道多元化会诱发各条渠道之间的跨渠道冲突,但有助于提高企业绩效;(2)企业的IT能力会弱化渠道多元化对跨渠道冲突的正向影响,会强化渠道多元化对企业绩效的正向影响;(3)企业渠道管理人员的IT使用能力会弱化渠道多元化对跨渠道冲突的正向影响。

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.