Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

4-2026

Abstract

The rapid expansion of the digital economy has fundamentally transformed how firms create and deliver value. As a core infrastructure of the digital economy, digital platforms are reshaping firms’ business activities and market interactions. For brand firms that rely heavily on channel systems, retailers play a dual role as both product distributors and critical interfaces with end customers. However, the rise of digital platforms has significantly altered the operating environment of retailers. While digital platforms provide new channels, they also require retailers to adapt by reconfiguring their business models and service offerings. Although digital platform participation has become increasingly common, its impact on retailer growth performance remains insufficiently understood.

Drawing on service-dominant logic, this study develops a conceptual framework linking digital platform participation, service innovation, and retailer growth performance. It further examines the moderating roles of offline experience, customer concentration, and the development of regional digital economy. Using survey data collected from 223 retailers affiliated with Deli Group, this study employs multiple empirical methods to test the proposed model.

The results show that digital platform participation significantly enhances service innovation, which in turn improves retailer growth performance. Service innovation serves as a key mediating mechanism in this relationship. Moreover, offline experience strengthens, while customer concentration weakens, the positive effect of digital platform participation on service innovation. In addition, the development of digital economy in the region further amplifies this effect. Additional analysis suggests that excessive engagement across multiple platforms may dilute managerial attention and negatively affect service innovation.

This study contributes to the literature by extending research on digital platform participation to the context of traditional channel firms and by identifying service innovation as a central mechanism linking digital platform participation to retailer growth. It also highlights the importance of contextual conditions in shaping these relationships. From a practical perspective, the findings offer actionable insights for retailers seeking to leverage digital platforms for innovation and growth, as well as for brand firms aiming to optimize channel management in the digital era.

Keywords

digital platform participation, service innovation, retailer growth, service-dominant logic

Degree Awarded

Doctor of Business Administration (Accounting and Finance)

Discipline

Marketing

Supervisor(s)

MA, Dan

First Page

1

Last Page

110

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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