【摘要】 缺乏互联网技术基础的传统零售企业是否可以通过互联网技术导向提高企业适应性营销能力?以实体零售业产业变革为依托,构建互联网技术导向与适应能力关系模型。实证揭示互联网技术导向对适应性营销能力的作用和机制:传统零售业的互联网技术导向推动适应性营销能力是通过组织学习的中介作用。研究结果为传统产业的技术转型和适应性能力的提高提供了依据。更多还原

【Abstract】 Whether the traditional retail enterprises that lack the Internet technology can improve their adaptive marketing capabilities through Internet technology orientation?Based on the industry transformation of the Bricks-and-Mortar retail industry,this paper constructs the relationship model of Internet technology oriented and adaptive marketing capability.The empirical reveals Internet technology orientation has a positive effect on the adaptability of marketing ability,and the mediating effect for Bricks-and-Mortar retailing enterprises between Internet technology orientation and adaptive marketing capabilities is not the Internet technology innovation,but the organizational learning.The results provide a basis for technological transformation and adaptive competence of traditional industries.更多还原