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Determinants of Retailers' Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing

Author

Listed:
  • Elie Bouri

    (Holy Spirit University of Kaslik, Jounieh, Lebanon)

  • Rangan Gupta

    (University of Pretoria [South Africa])

  • Chi Keung Marco Lau

    (University of Huddersfield)

  • David Roubaud

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Shixuan Wang

    (Cardiff University)

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.

Suggested Citation

  • Elie Bouri & Rangan Gupta & Chi Keung Marco Lau & David Roubaud & Shixuan Wang, 2018. "Determinants of Retailers' Cross-channel Integration: An Innovation Diffusion Perspective on Omni-channel Retailing," Post-Print hal-02048581, HAL.
    • Handle: RePEc:hal:journl:hal-02048581
    DOI: 10.1016/j.intmar.2018.04.003
    as

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