What Drives Corporate Entrepreneurship in Omnichannel Marketing? The Effects of Cross‐Channel Integration and E‐Commerce Type
基于TOE框架和动态能力理论，研究了技术能力、大数据分析使用、创新导向和市场动荡如何通过跨渠道整合影响企业创业，并发现自建网站的企业比使用第三方平台的企业效果更强。
ABSTRACT The literature has viewed omnichannel marketing as an emerging context that can enrich our understanding of corporate entrepreneurship (CE). To shed light on this issue, this study draws upon the TOE framework and dynamic capabilities theory to propose a theoretical model that explains the effects of TOE factors (i.e., technology capability, big data analytics usage, innovation orientation, market turbulence) on CE through cross‐channel integration (CCI), wherein e‐commerce type is considered a boundary condition. Matched multiple‐respondent survey and archival data from 262 firms are used to examine the theoretical model. The results show that CCI mediates the effects of TOE factors on CE. Moreover, the effect of CCI on CE is stronger in enterprises with self‐built websites than those that enter via third‐party platforms. Our findings suggest omnichannel firms foster CE by leveraging CCI to orchestrate technological, organizational, and environmental resources and opportunities in an e‐commerce context.