IT affordance, organizational learning, business networking and B2B performance: A multi-channel networks perspective

Abstract

IT affordances are increasingly employed to increase the efficiency and outcome of live streaming e-commerce. Despite this, research on the relationship between IT affordances and Business-to-Business (B2B) performance in Multi-Channel Network (MCN) businesses is still unknown. Our study is one of the pioneering efforts to investigate the integrative effect of dynamic capability (DC) theory and IT affordances in B2B research. By analyzing the experience of 229 MCN organizations in China, our results reveal the positive effect of IT affordances on channel and economic performance. Our research also successfully identifies the contingent role of organizational learning and business networking in the IT affordance-B2B performance dyad. By integrating organizational learning theory and organizational networking theory with DC theory, we provide a comprehensive framework that explains how MCNs can adapt and sustain competitive advantage in B2B live streaming environments. The findings show that business networking and exploratory learning positively enhance the effect of IT affordance strategy on B2B performance, while exploitative learning has a negative contingent effect in an IT affordance-B2B framework. These findings offer both theoretical contributions and practical implications, guiding MCN managers in leveraging IT affordances for sustained growth and competitive advantage.