Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China

With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet m...

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Autores principales:	Cheng Lu, Tongyu Gu, Jie Chen, Zunli Liu
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	Internet market innovation adaptive marketing capability compromise retail Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/09a100372e634b4dae5f74ea5fb76543
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id	oai:doaj.org-article:09a100372e634b4dae5f74ea5fb76543
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spelling	oai:doaj.org-article:09a100372e634b4dae5f74ea5fb765432021-11-25T19:02:33ZWill Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China10.3390/su1322126192071-1050https://doaj.org/article/09a100372e634b4dae5f74ea5fb765432021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12619https://doaj.org/toc/2071-1050With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet market newness, and innovation performance. The mediation effect of compromise on these relationships was also investigated. Through data analysis of 205 questionnaires in China, the current study confirmed that interaction between AMC and Internet market newness significantly affected innovation performance, and Internet market newness positively affected performance only when AMC was high. The results also demonstrated that compromise mediated the interaction with performance. AMC moderated not only the direct effects on performance by Internet market newness, but the effects on compromise by Internet market newness.Cheng LuTongyu GuJie ChenZunli LiuMDPI AGarticleInternet market innovationadaptive marketing capabilitycompromiseretailEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12619, p 12619 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Internet market innovation adaptive marketing capability compromise retail Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	Internet market innovation adaptive marketing capability compromise retail Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Cheng Lu Tongyu Gu Jie Chen Zunli Liu Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China
description	With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet market newness, and innovation performance. The mediation effect of compromise on these relationships was also investigated. Through data analysis of 205 questionnaires in China, the current study confirmed that interaction between AMC and Internet market newness significantly affected innovation performance, and Internet market newness positively affected performance only when AMC was high. The results also demonstrated that compromise mediated the interaction with performance. AMC moderated not only the direct effects on performance by Internet market newness, but the effects on compromise by Internet market newness.
format	article
author	Cheng Lu Tongyu Gu Jie Chen Zunli Liu
author_facet	Cheng Lu Tongyu Gu Jie Chen Zunli Liu
author_sort	Cheng Lu
title	Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China
title_short	Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China
title_full	Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China
title_fullStr	Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China
title_full_unstemmed	Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China
title_sort	will internet market newness improve performance? an empirical study on the internet market innovation of offline retailers in china
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/09a100372e634b4dae5f74ea5fb76543
work_keys_str_mv	AT chenglu willinternetmarketnewnessimproveperformanceanempiricalstudyontheinternetmarketinnovationofofflineretailersinchina AT tongyugu willinternetmarketnewnessimproveperformanceanempiricalstudyontheinternetmarketinnovationofofflineretailersinchina AT jiechen willinternetmarketnewnessimproveperformanceanempiricalstudyontheinternetmarketinnovationofofflineretailersinchina AT zunliliu willinternetmarketnewnessimproveperformanceanempiricalstudyontheinternetmarketinnovationofofflineretailersinchina
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Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China

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