How does differentiated multichannel collaboration matter? The boom-bust effects on online–offline store images
ISSN: 1066-2243
Article publication date: 21 October 2021
Issue publication date: 9 May 2022
Abstract
Purpose
Drawing on open systems theory, this study aims to investigate the direct and moderating effects of information collaboration in the pre-sale stage, transaction management collaboration in the transaction stage and customer service collaboration in the post-sale stage on the linkages of the online–offline store image and the market performance of small sellers.
Design/methodology/approach
Data were collected from multiple sources, including self-reported and online objective data from 148 small restaurants that simultaneously sell online and offline, for validating the developed research model. Partial least squares-based structural equation modeling was used for data analysis.
Findings
This study illustrates the direct effects of an online store’s image and online–offline collaborations on the market performance of small stores. This study further reveals the boom-bust moderating effects of different collaborations between online–offline images and market performance.
Practical implications
Small stores should be aware of the importance of information congruence and functional integration concerning online–offline collaboration. They should also recognize the paradoxical intervening effects of online–offline collaboration on different channels and arrange appropriate collaboration tactics.
Originality/value
This study presents a significant contribution to the open systems theory by revealing both constructive and destructive properties of the online–offline collaborative system with offline-to-online targeting. Vertically differentiated online–offline collaboration may strengthen one side of the store image but weaken the other side for promoting the market performance of small stores.
Keywords
Acknowledgements
The authors would like to acknowledge the partial support from the Ministry of Education of the People's Republic of China (grant numbers 19C10736053, 19JZD021), National Natural Science Foundation of China (grant numbers 91846204, 72172155, 71571184, 71771210) and Beijing Natural Science Foundation (grant number 9182008) and Beijing Philosophy and Social Science Planning Fund Office (grant number 17GLC056).
Three authors contributed equally to this paper and were alphabetically listed by the surname.
Citation
He, Y., Yu, Y. and Zuo, M. (2022), "How does differentiated multichannel collaboration matter? The boom-bust effects on online–offline store images", Internet Research, Vol. 32 No. 3, pp. 843-874. https://doi.org/10.1108/INTR-07-2020-0385
Publisher
:Emerald Publishing Limited
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