When cross-channel integration can benefit firm innovation and performance: the moderating role of e-commerce type

Cross-channel integration (CCI) has been adopted by firms to improve firm performance. However, the underlying mechanism by which CCI enhances firm performance remains unclear. To address this gap, we apply knowledge-based view and propose that CCI may affect firm innovation, thereby influencing firm performance. Specifically, we consider that exploratory innovation and exploitative innovation play the mediating roles between CCI and firm performance. In addition, the study explores the moderating effects of electronic commerce (EC) type (i.e., self-own website and third-party platform). We propose if CCI’s effects differ in terms of EC type. Survey-based samples of 338 EC firms and structural equation modeling are employed to examine the research model. The results show that CCI can influence firm performance through the mediating role of exploitative innovation but not exploratory innovation. In addition, CCI has a stronger effect on firm innovation in third-party platform than in self-own website. This paper also discusses about the theoretical contributions and practical implications of the study.