Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China

Cheng Lu, Tongyu Gu, Jie Chen and Zunli Liu
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Cheng Lu: College of Fashion and Design, Donghua University, Shanghai 200051, China
Tongyu Gu: College of Fashion and Design, Donghua University, Shanghai 200051, China
Jie Chen: Antai School of Economics and Management, Shanghai Jiaotong University, Shanghai 200030, China
Zunli Liu: School of Management, Shanghai University of Engineering Science, Shanghai 201620, China

Sustainability, 2021, vol. 13, issue 22, 1-17

Abstract: With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet market newness, and innovation performance. The mediation effect of compromise on these relationships was also investigated. Through data analysis of 205 questionnaires in China, the current study confirmed that interaction between AMC and Internet market newness significantly affected innovation performance, and Internet market newness positively affected performance only when AMC was high. The results also demonstrated that compromise mediated the interaction with performance. AMC moderated not only the direct effects on performance by Internet market newness, but the effects on compromise by Internet market newness.

Keywords: Internet market innovation; adaptive marketing capability; compromise; retail (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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