渠道多元化对跨渠道整合与冲突的作用

营销科学学报 ›› 2023, Vol. 3 ›› Issue (2): 37-55.

渠道多元化对跨渠道整合与冲突的作用

卢亭宇，庄贵军

卢亭宇，西北工业大学管理学院副教授，硕士生导师 E-mail: lutingyu@nwpu.edu.cn 庄贵军，通信作者，西安交通大学管理学院教授，博士生导师 E-mail：zhgj@mail.xjtu.edu.cn

出版日期:2023-04-16 发布日期:2023-08-24
基金资助:
本研究得到国家自然科学基金青年项目(72202178)、国家自然科学基金面上项目(72072141)和中央高校基本科研业务费专项资金项目(D5000220134)资助，特此致谢。

The Impact of Channel Multiplicity on Cross-channel Integration and Conflict

Lu Tingyu ，Zhuang Guijun

Lu Tingyu ， School of Management, Northwestern Polytechnical University
Zhuang Guijun， School of Management, Xi'an Jiaotong University

Online:2023-04-16 Published:2023-08-24

摘要/Abstract

摘要： 本文以开放系统理论为逻辑主线，对212份调查问卷所得的数据进行了统计分析，探讨了制造商渠道多元化对跨渠道整合、跨渠道冲突的影响及其后果。分析结果显示：第一，渠道多元化会促进制造商对各渠道的跨渠道整合、加剧制造商各渠道之间的跨渠道冲突；第二，跨渠道整合有助于抑制跨渠道冲突；第三，渠道多元化通过跨渠道整合提升企业绩效、通过跨渠道冲突负向影响企业绩效。文章最后从理论贡献、实际应用和研究不足等方面对研究结果进行了讨论。

关键词: 开放系统理论, 渠道多元化, 跨渠道整合, 跨渠道冲突, 企业绩效

Abstract: Based on open systems theory, by analyzing the data of 212 respondents, this paper investigates the impact of channel multiplicity on cross-channel integration, cross-channel conflict, and the firm's performance. The results show that channel multiplicity tends to increase primarily cross-channel integration and unambiguously promotes the firm's performance, whereas channel multiplicity may foster cross-channel conflict and limit the firm's performance. Moreover, the authors also find that cross-channel integration could mitigate cross-channel conflict. The paper finally discusses the theoretical and practical significance of the results and points out some limitations of this present study and directions for future studies.

Key words: open systems theory, channel multiplicity , cross-channel integration , cross-channel conflict, firm’s , performance

卢亭宇, 庄贵军. 渠道多元化对跨渠道整合与冲突的作用[J]. 营销科学学报, 2023, 3(2): 37-55.

Lu Tingyu , Zhuang Guijun. The Impact of Channel Multiplicity on Cross-channel Integration and Conflict[J]. Journal of Marketing Science, 2023, 3(2): 37-55.