The Effect of Omni-Channel Retailer's Logistics Integration on Firm Performance

摘要

At present, the quantitative research on logistics integration for omni-channel (OC) retailing is scarce. In this study, a conceptual model of the relationships among the capability of logistics integration (internal and external) and firm performance in OC retailing is constructed. Based on a survey of 356 retailers in Chinese market, this paper use the structural equation modeling to examine the hypotheses proposed in the conceptual model. The results of empirical analysis show that, in OC retailing, the capability of information and organization integration have significant positive impact on firm performance. However, the positive impact of external process integration on firm performance has not been confirmed.