Internet Channel Cannibalization and its influence on salesperson performance outcomes in an emerging economy context

Businesses increasingly use internet channels to increase their market penetration. However, empirical studies have shown that salespeople perceive Internet channels to be cannibalistic, effecting other sales—an effect that past researchers have termed as salesperson perceived cannibalization (SPC). None of these studies has examined this phenomenon in an emerging economies context, which has distinct dimensions. In this paper, we explore the influence of SPC on insurance sales agents in an emerging economy context through the lens of Structuration theory. We examine the SPC's impact on job performance and client professionalism. We further examine the moderating role of relational capital and perception of fairness on the influence of SPC on job performance and client professionalism.