跨渠道整合的研究述评：内涵、维度与理论框架

在全渠道或多渠道营销的背景下，跨渠道整合成为企业和学术界关注的热点和新的研究领域。然而现有文献缺乏对于跨渠道整合相关研究的系统性回顾和梳理，存在概念内涵表面化、测量方法不统一以及缺乏理论框架指导等问题。这为后续研究带来困扰。鉴于此，文章回顾、梳理和分析了中外跨渠道整合的相关文献，在归纳前人研究的基础上，讨论了跨渠道整合的内涵、维度和测量工具，并以前因、直接后果和企业绩效的逻辑关系构建了一个跨渠道整合的理论框架，识别出一些重要的研究缺陷，为未来的研究打下基础。

Literature Review on Cross-channel Integration: Concept,Dimension and Theoretical Framework

In the age of omni-channel or multi-channel marketing, cross-channel integration has become a hot topic and new research field. However, little has been done on the review and elaboration of relevant studies, and the problems such as superficial understanding of cross-channel integration, inconsistency in the measurement of cross-channel integration and lack of theoretical guidance, which is a big problem for follow-up studies. In view of this, on the basis of the elaboration on previous studies, this paper reviews the literature of cross-channel integration, discusses the connotation, dimension and measurement of cross-channel integration, constructs a theoretical framework for cross-channel integration according to the antecedences, direct consequences and firm performance, and identifies some research gaps. This will benefit the future research on the topic.