基于开放系统视角探索跨渠道整合的前因与结果  

Antecedents and Consequence of Cross-channel Integration:The Perspective of Open System

作　　者：钱丽萍[1] 王懿瑶 薛佳奇[2] 江荣杰 Qian Liping;Wang Yiyao;Xue Jiaqi;Jiang Rongjie(School of Economics and Business Administration,Chongqing University,Chongqing,400044;International Business School,University of International Business and Economics,Beijing,100029)

机构地区：[1]重庆大学经济与工商管理学院,重庆400044 [2]对外经济贸易大学国际商学院,北京100029

出　　处：《珞珈管理评论》2023年第2期100-121,共22页Luojia Management Review

基　　金：教育部人文社科一般项目“跨渠道整合战略对渠道控制机制选择及绩效的影响研究”(项目批准号:21XJA630006);重庆市研究生科研创新项目“基于区块链技术的智能合约的作用效果研究”(项目批准号:CYB21049);教育部人文社科规划基金项目“零售商跨渠道整合的驱动机制和影响效果研究:基于开放系统理论的整合模型”(项目批准号:20YJA630075)。

摘　　要：虽然越来越多的传统零售企业意识到跨渠道整合的重要性,但是在实施跨渠道整合过程中仍面临诸多问题。已有研究讨论了多种因素对跨渠道整合的线性关系,但尚未获得一致结论,原因之一可能是这些研究未能从整体和系统的视角厘清变量之间的相互作用。基于开放系统理论,本研究探讨了在不同经济发展水平下,财务资源、高管经验、线上经验、线下经验、顾客异质性和行业竞争性六大因素对传统零售企业跨渠道整合程度的影响,以及跨渠道整合程度对利润增长率的影响。本研究利用91家中国上市的传统零售企业的二手数据,采用fsQCA和OLS回归验证了上述关系。结果表明:跨渠道整合有助于提升企业的利润增长率,但不同地区的企业实施跨渠道整合的路径存在显著差异。经济发达地区的企业属于内部经验主导型,高管经验和渠道运营经验是实现跨渠道整合的重要推力,财务资源的作用有限;而经济欠发达地区的企业实施跨渠道整合的过程呈现多样性的特点,企业既可通过充裕的财务资源和丰富的线上经验推动跨渠道整合,也可通过线下经验和行业竞争的交互作用实现跨渠道整合。本研究厘清了不同经济发展地区的企业实施跨渠道整合的路径,验证了跨渠道整合的作用效果,拓展了有关跨渠道整合的前因和结果研究,帮助传统零售企业的管理者从系统的视角来理解跨渠道整合的复杂性,并为其提供更为具体和有针对性的指导意见。Although more and more traditional retailers have realized the importance of cross-channel integration,there are still many problems when firms execute the cross-channel integration strategy.Existing studies have discussed the linear relationships between various factors and cross-channel integration,but they conclude inconsistent results and lack a holistic and systematic perspective to clarify the interactions between variables.Grounded on the open system theory,from the perspective of internal and external environment,this study verifies the influence of financial resources,executive experience,online experience,offline experience,customer heterogeneity and industry competitiveness on the degree of cross-channel integration of traditional retailers in different economic development regions,and discusses how the degree of cross-channel integration affects the firms profit growth rate.Based on the secondary data of 91 listed traditional retailers in China,the above effects were tested by fsQCA and OLS regression methods.The results show that the profitability of firms improves the degree of cross-channel integration,but retailers in different economic development regions can achieve cross-channel integration through different ways.Specifically,for firms in developed regions,senior management experience and channel operation experience are the key to cross-channel integration,while financial resources have limited effect.As for firms in developing areas,they can promote cross-channel integration through the advantages of financial resources and online channel operation experience,as well as the interaction of rich offline experience and fierce industry competition.This study clarifies the paths of cross-channel integration in different economic development regions,demonstrates the effect of cross-channel integration,expands the previous research on the antecedents and results of cross-channel integration,and helps managers of traditional retailers to understand the complexity of cross-channel integration from a s

关 键 词：跨渠道整合 开放系统理论 内外部环境 利润增长率 fsQCA 

分 类 号：F274[经济管理—企业管理]