TOE理论视角下实体零售企业全渠道整合实现机制探讨——来自结构方程建模和Bootstrap方法的实证检验  

Implementation Mechanism of Omni-channel Integration of Bricks-and-mortar Retail Enterprises from the Perspective of TOE Theory:Empirical Test Based on Structural Equation Modeling and Bootstrap Method

作　　者：沈鹏熠 万德敏 李金雄 李冬伟[2] SHEN Peng-yi;WAN De-min;LI Jin-xiong;LI Dong-wei

机构地区：[1]江西财经大学工商管理学院 [2]华东交通大学经济管理学院

出　　处：《中央财经大学学报》2023年第7期100-112,共13页Journal of Central University of Finance & Economics

基　　金：国家自然科学基金项目“服务场景中人工智能如何影响消费者幸福感:基于社会认知理论和自我决定理论双重视角”(项目编号:72262016);国家自然科学基金项目“基于线上线下融合的混合服务质量研究:驱动机制、影响效果和管理启示”(项目编号:71762011);国家社会科学基金项目“新媒体环境下‘网红’代言对品牌价值的影响机制及治理对策研究”(项目编号:20BGL118);教育部人文社会科学研究项目“企业社会责任负面事件的信任修复策略的有效性研究--基于利益相关者关系视角”(项目编号:19YJA630032)

摘　　要：全渠道整合是实体零售企业在新零售背景下获取竞争优势的重要手段。然而,现有相关文献缺乏探讨实体零售企业全渠道整合实现机制的研究成果。笔者基于TOE(技术-组织-环境)理论,通过构建一个实体零售企业全渠道整合实现机制研究模型,以对433份实体零售企业管理者问卷调查数据为样本,采用结构方程建模和Bootstrap方法,从制度压力、组织学习、企业能力和企业资源四类影响因素检验了实体零售企业全渠道整合实现机制。检验结果证实:制度压力中的模仿压力、强制压力和规范压力正向影响实体零售企业全渠道整合,其中,模仿压力比强制压力、规范压力的影响程度高;组织学习中的内部学习和外部学习正向影响实体零售企业全渠道整合,其中,内部学习比外部学习的影响程度高;企业能力中的IT能力、营销动态能力以及企业资源中财务资源、关系资源在制度压力、组织学习对实体零售企业全渠道整合的影响中有正向调节作用。本研究通过实证检验TOE理论视角下实体零售企业全渠道整合实现机制所得出的结论,拓展了全渠道整合理论的边界及其在实体零售情境中的应用范围,丰富了TOE理论、制度压力理论和组织学习理论等学术探讨方面的现有文献,可以为实体零售企业提升全渠道整合水平提供理论依据。Omni-channel integration is an important means for bricks-and-mortar retail enterprises to gain competitive advantages under the background of new retailing.However,there is a lack of in-depth discussion on the implementation mechanism of omni-channel integration of bricks-and-mortar retail enterprises in the existing literature.In this paper,a research model of the implementation mechanism of omni-channel integration for bricks-and-mortar retail enterprises is constructed based on TOE(Technology-Organization-Environment)theory.Based on 433 questionnaires of managers of bricks-and-mortar retail enterprises as samples,this paper uses structural equation modeling and Bootstrap method to test the implementation mechanism of omni-channel integration of bricks-and-mortar retail enterprises from four influencing factors:institutional pressure,organizational learning,enterprise capability and enterprise resources.The test results confirm that imitation pressure,compulsory pressure and normative pressure of institutional pressure positively affect omni-channel integration of bricks-and-mortar retail enterprises,among them,the influence of imitation pressure is higher than that of compulsory pressure and normative pressure.Meanwhile,internal learning and external learning in organizational learning positively affect omni-channel integration of bricks-and-mortar retail enterprises,among them,internal learning has a higher influence than external learning.In addition,IT capability,marketing dynamic capability in enterprise capability,financial resource and relationship resource in enterprise resource have the positive moderating effects on the influence of institutional pressure,organizational learning and omni-channel integration of bricks-and-mortar retail enterprises.By empirically testing the conclusion of the implementation mechanism of omni-channel integration in bricks-and-mortar retail enterprises from the perspective of TOE theory,this study extends the boundary of omni-channel integration theory and its applicatio

关 键 词：TOE理论 实体零售企业 全渠道整合 制度压力 组织学习 

分 类 号：F713[经济管理—产业经济]