부산대학교 도서관

What affects manufacturing firms’ cross-channel integration capability and, ultimately, performance? Drawing on the capability hierarchy view, we investigate the impact of technology and marketing capabilities on manufacturing firms’ cross-channel integration capability and subsequent performance. In addition, we examine how the relationships between two capabilities and cross-channel integration capability are moderated by platform IT support. Using survey data from 146 Chinese multichannel manufacturing firms, we show that technology capability and marketing capability promote cross-channel integration capability and thereby enhance performance. Platform IT support positively moderates the relationship between marketing capability and cross-channel integration capability. However, platform IT support has no significant moderating role in the relationship between technology capability and cross-channel integration capability. These findings have theoretical implications for the research about antecedents of cross-channel integration capability and practical implications for multichannel manufacturing firms.