制度压力与跨渠道整合程度关系研究：企业能力的调节作用

营销科学学报 ›› 2017, Vol. 13 ›› Issue (2): 107-126.

制度压力与跨渠道整合程度关系研究：企业能力的调节作用

张广玲，刘晨晨，王辉，王凤玲

张广玲，武汉大学经济与管理学院，教授，E-mail：glzhang@whu.edu.cn。
刘晨晨，武汉大学与经济管理学院，博士生，E-mail：165580651@qq.com。
王辉，湖南中医药大学管理与信息工程学院，讲师，E-mail：wangtonger0130@163.com。
王凤玲，武汉大学经济与管理学院，博士生，E-mail: wangfengling2015@qq.com。

出版日期:2017-06-30 发布日期:2018-03-20
基金资助:
本文受国家自然科学基金（71172209）的资助，特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

Institutional Pressures and the Extent of Cross-Channel Integration：The Moderating Effect of Firm’s Capabilities

Zhang Guanglin，Liu Chenchen,Wang Hui, Wang Fengling

Zhang Guanglin，Economics and Management School, Wuhan University，Wuhan 430072；
Liu Chenchen,      Economics and Management School, Wuhan University，Wuhan 430072；
Wang Hui,           School of Management and Information Engineering, Hunan University of Chinese Medicine,Hunan 410208
Wang Fengling,   Economics and Management School, Wuhan University，Wuhan 430072；

Online:2017-06-30 Published:2018-03-20

摘要/Abstract

摘要：

目前，跨渠道整合问题已成为关注的焦点，但甚少有研究从制度理论视角阐述跨渠道整合的驱动因素和障碍。结合资源基础观和制度理论，本文考察制度压力对制造企业跨渠道整合程度的影响，以及企业技术能力、关系管理能力对制度压力与跨渠道整合程度二者关系的调节作用。通过对249家制造企业进行实证研究，结果表明：第一，企业感知到的模仿压力、强制压力和规范压力分别与跨渠道整合程度显著正相关；第二，关系治理能力弱化了模仿压力对跨渠道整合程度的正向影响，但强化了规范压力对跨渠道整合程度的正向影响；第三，技术能力弱化了模仿压力对跨渠道整合程度的正向影响，强化了规范压力对跨渠道整合程度的正向影响。

关键词: 制度压力, 跨渠道整合, 企业能力, 技术能力, 关系治理能力

Abstract:

Currently, the issues of cross-channel integration(CCI) has become the attentive focus. However, little research based on institutional theory details the drivers of and obstacles to adopt CCI strategy. The study combines resource-based view and institutional theory to interpret the determinants of manufactures’ extent of cross-channel integration, through exploring the moderating effects of firm’s technology competence and relationship governance capabilities on the relationship between institutional pressures and the extent of CCI. The study results indicate that, firms perceived mimetic, coercive and normative pressures can promote their extent of CCI; relationship governance capabilities attenuate the impact of mimetic pressures on the extent of CCI,but strongthen normative pressures on the extent of CCI. Besides, technology competence can attenuate the positive effect of mimetic pressures on the extent of CCI，but enhance the positive effect of normative pressures on the extent of CCI.

Key words: institutional pressures, cross-channel integration, firm’s capabilities, technology competence, relationship governance capabilities

张广玲,刘晨晨,王辉,王凤玲. 制度压力与跨渠道整合程度关系研究：企业能力的调节作用[J]. 营销科学学报, 2017, 13(2): 107-126.

Zhang Guanglin，Liu Chenchen,Wang Hui, Wang Fengling. Institutional Pressures and the Extent of Cross-Channel Integration：The Moderating Effect of Firm’s Capabilities[J]. Journal of Marketing Science, 2017, 13(2): 107-126.