The Effects of Network Location and Compositional Capability on Cross-Channel Integration: The Moderating Mechanism of Co-opetition Balance

Abstract

Based on the social network theory, the composition-based view and the analysis paradigm of “resources-capability-growth”, this paper examined the effects of network location on cross-channel integration from the perspective of manufacturers, and the mediating and moderating mechanisms of compositional capability and co-opetition balance in the above relationship. Taking manufacturers who implement cross-channel integration as the research object and 213 questionnaires, we tested the research hypotheses by multiple regression analysis. Empirical results showed that: (1) Network location has a positive influence on cross-channel integration; (2) The four dimensions of compositional capability, namely resource bricolage capability, IT capability, managerial ability and digital intelligence capability, all partially mediate the relationship between network location and cross-channel integration; (3) The co-opetition balance has a positive moderating effect on the relationship between resource bricolage capability, IT capability and digital intelligence capability and cross-channel integration. The research results enriched the theoretical literatures of cross-channel integration and also have certain practical guidance value for manufacturers to improve the level of cross-channel integration.