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