Abstract

There is an emerging trend in the retail industry known as omni-channel retailing. A major challenge for firms adapting to this environment is developing effective omni-channel retailing strategies. However, our understanding of the impact of omni-channel retailing on firm performance remains limited. This empirical study uses survey data from the Chinese cosmetics industry to test a model that measures the relationship between omni-channel retailing and firm performance. The results demonstrate that the omni-channel retailing environment significantly influences omni-channel integration, which in turn has a significant effect on firm performance. Furthermore, dynamic capability, influenced by the omni-channel retailing environment, not only positively affects omni-channel integration but also moderates the relationship between omni-channel integration and firm performance.

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