Abstract
Using the survey and secondary data of Chinese manufacturers, this study assesses whether and how channel diversification affects hybrid channel conflict, as well as the moderating role of IT resources and institutional development. We conceptualize hybrid channel conflict as a dual-dimensional construct, comprising the inter-channel conflict and the intra-channel conflict. We find that a firm’s channel diversification in an emerging economy can function to engender hybrid channel conflict. Specifically, when firm’s IT resources increase, the effect of its channel diversification on inter-channel and intra-channel conflict decrease. Additionally, when a nation’s institutional development increases, the effect of the firm’s channel diversification on inter-channel conflict decreases, while its effect on intra-channel conflict is not significant. Our findings integrate the system-based view (open systems theory), which views a firm’s multichannel system as an open system, and resource- and institutional-based view, which notes that IT resources and institutional development in emerging economies have critical influences on the relationship between channel diversification and hybrid channel conflict. Overall, this paper enriches the related literature by ascertaining whether and how hybrid channel conflict can be generated in the multichannel system.
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