This study intends to explore whether information technology integration capability (ITIC), digital marketing capability and cross-channel integration capability (CIC) can improve construction enterprise performance (CEP) in China's construction industry amid global informatization, as well as the moderating role of digital platform capability between ITIC/digital marketing capability and CIC.
A theoretical model based on the research hypotheses proposed in this study was developed, and a questionnaire survey was conducted with 265 professionals. The data collected were analyzed by the structural equation modeling technique.
The results indicate that both ITIC and digital marketing capability have a significant and positive impact on CEP. Moreover, CIC has a significant and positive impact on CEP. Furthermore, CIC plays mediating roles between ITIC/ digital marketing capability and CEP. In addition, digital platform capability significantly influences the relationship between digital marketing capability and CIC.
This research broadens insights into how ITIC, digital marketing capability and CIC jointly influence CEP and how digital platform capability moderates this influence by developing a moderated mediation model. More importantly, this study also reveals an asymmetric moderating role of digital platform capability on the relationships between ITIC/digital marketing capability and CIC, challenging uniform enhancement traditional cognition and advancing boundary condition theorizing.
