 Determinants of Retailers' Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel RetailingLanlan Cao and Li Li Journal of Interactive Marketing, 2018, vol. 44, issue C, 1-16 Abstract: The decision on whether and to what extent they should implement cross-channel integration is a crucial and complex task for multi-channel retailers. Although prior studies have sought to identify key determinants of this decision, most are descriptive or draw on divergent theoretical perspectives. The authors provide a cohesive theoretical model from the perspective of innovation diffusion, including not only technology-related but also organizational and environmental factors. The empirical findings based on the observations in the U.S. retail sector indicate that retailers’ information-technology capabilities and private-label provision drive their cross-channel integration. Moderate diversity facilitates cross-channel integration more than does high or low diversity. Firms’ financial resources seem to be less important or unimportant at a low level of industry concentration, but may influence retailers’ cross-channel integration at a high level of industry concentration. Keywords: Multi-channel retailing; Cross-channel integration; Channel decision-making; Innovation diffusion; Retail innovation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:44:y:2018:i:c:p:1-16 DOI: 10.1016/j.intmar.2018.04.003 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
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