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