Although past studies have suggested that business-to-business (B2B) interfirm relationship management contributes to a firm’s omnichannel integration, little research has been undertaken to reveal how that happens. This study aims to draw upon the relational view to propose a research model that associates interfirm information technology (IT) capability and interfirm trust with omnichannel integration through interfirm integration (i.e. authority integration and cooperative integration). Furthermore, this work considers a firm’s channel usage variety as the boundary condition of the interfirm integration’s influence.
The research model was examined using a seemingly unrelated regression of archival data and matched a survey of 324 Chinese omnichannel firms.
Interfirm IT capability positively relates to authority integration, and interfirm trust positively relates to cooperative integration. Authority integration and cooperative integration are both positively associated with omnichannel integration. A high level of channel usage variety strengthens the relationship between cooperative integration and omnichannel integration.
Prior literature has called for research on the factors influencing omnichannel integration within a B2B setting. This study answers this research call by examining interfirm IT capability, interfirm trust and interfirm integration as factors associated with omnichannel integration. This work also examines how channel usage variety regulates the relationship between interfirm integration and omnichannel integration.
