Implementation Mechanism of Omni-channel Integration of Bricks-and-mortar Retail Enterprises from the Perspective of TOE Theory:Empirical Test Based on Structural Equation Modeling and Bootstrap Method

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Journal of Central University of Finance & Economics ›› 2023, Vol. 0 ›› Issue (7) : 100-112.

SHEN Peng-yi, WAN De-min, LI Jin-xiong, LI Dong-wei

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Abstract

Omni-channel integration is an important means for bricks-and-mortar retail enterprises to gain competitive advantages under the background of new retailing.However, there is a lack of in-depth discussion on the implementation mechanism of omni-channel integration of bricks-and-mortar retail enterprises in the existing literature.In this paper, a research model of the implementation mechanism of omni-channel integration for bricks-and-mortar retail enterprises is constructed based on TOE(Technology-Organization-Environment) theory.Based on 433 questionnaires of managers of bricks-and-mortar retail enterprises as samples, this paper uses structural equation modeling and Bootstrap method to test the implementation mechanism of omni-channel integration of bricks-and-mortar retail enterprises from four influencing factors: institutional pressure, organizational learning, enterprise capability and enterprise resources.The test results confirm that imitation pressure, compulsory pressure and normative pressure of institutional pressure positively affect omni-channel integration of bricks-and-mortar retail enterprises, among them, the influence of imitation pressure is higher than that of compulsory pressure and normative pressure.Meanwhile, internal learning and external learning in organizational learning positively affect omni-channel integration of bricks-and-mortar retail enterprises, among them, internal learning has a higher influence than external learning.In addition, IT capability, marketing dynamic capability in enterprise capability, financial resource and relationship resource in enterprise resource have the positive moderating effects on the influence of institutional pressure, organizational learning and omni-channel integration of bricks-and-mortar retail enterprises.By empirically testing the conclusion of the implementation mechanism of omni-channel integration in bricks-and-mortar retail enterprises from the perspective of TOE theory, this study extends the boundary of omni-channel integration theory and its application in the context of bricks-and-mortar retail, and enriches the existing literature on academic discussions such as TOE theory, institutional pressure theory and organizational learning theory.It is helpful to provide theoretical basis for bricks-and-mortar retail enterprises to improve the level of omni-channel integration.

Key words

TOE thoery / Bricks-and-mortar retail enterprise / Omni-channel integration / Institutional pressure / Organizational learning

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SHEN Peng-yi, WAN De-min, LI Jin-xiong, LI Dong-wei. Implementation Mechanism of Omni-channel Integration of Bricks-and-mortar Retail Enterprises from the Perspective of TOE Theory:Empirical Test Based on Structural Equation Modeling and Bootstrap Method[J]. Journal of Central University of Finance & Economics, 2023, 0(7): 100-112

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