Institutional pressure and omni-channel strategic choice of retail enterprises
Abstract
Based on the institutional theory, this study explores how institutional pressure aff ects the omnichannel strategic choice of retail enterprises. The results show that mandatory pressure, imitative pressure and normative pressure all positively aff ect the adoption of omnichannel strategy by retail enterprises. This study expands the research perspective of omnichannel retail strategy, enricheds the application of institutional theory in marketing fi eld, and provides reference for retail enterprises to make omnichannel strategic decisions.
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