Internet Channel and Cannibalization: An Empirical Assessment of Sales Agents’ Perspective

Abstract

Organizations increasingly use Internet channels to enhance performance, consolidate existing markets, and reach new markets. The overarching benefits realized through the Internet oftentimes come at the expense of perceived job insecurity among individuals in the organization. This study explores perceptions of job insecurity among sales agents when the Internet seems to cannibalize their business, customer relationships, and jobs. Results suggest that sales agents’ perceptions of cannibalization negatively influence their effort, job satisfaction, and job performance, whereas relational capital moderates the influence of these perceptions. In a post hoc analysis, the impact of perceived cannibalization is found to be more severe for less experienced sales agents than for more experienced sales agents.