Title: Examining online and brick and mortar store channels switching behaviour among Malaysian consumers

Authors: Abdolrazagh Madahi; Inda Sukati

Addresses: Faculty of Management (FM), Universiti Teknologi Malaysia (UTM), 81310 Johor Bahru, Johor, Malaysia ' Department of Business Administration, Faculty of Management, Universiti Teknologi Malaysia (UTM), T08-03-12-04, 81310 Johor Bahru, Johor, Malaysia

Abstract: The paper examines the channel switching behaviour of Malaysian consumers between online and offline channels using theory of planned behaviour (TPB) where authors add new dimension of descriptive norms (DN) in addition to attitude, subjective norms (SN), and perceived behavioural control (PBC) to explain the phenomenon. The survey instrument administered to the Malaysian consumers from the regions of Klang Valley and Penang. A total of 497 completed surveys were obtained. Partial least squares (PLS)-based structural equation modelling (SEM) technique was used to analyse the data. Findings showed that TPB was successful in predicting consumer channel switching intention in both internet and brick and mortar store channels. In addition, based on the results, the main constructs including attitude and SN significantly affected consumers' channel switching intention in both channels. PBC was the only construct that did not predict intention.

Keywords: channel switching intention; theory of planned behaviour; TPB; descriptive norm; internet channels; brick and mortar stores; Malaysia; channel switching behaviour; consumer behaviour; offline channels; online channels; consumer attitudes; subjective norms; perceived behavioural control; PBC; partial least squares; PLS; structural equation modelling; SEM.

DOI: 10.1504/IJEMR.2014.066468

International Journal of Electronic Marketing and Retailing, 2014 Vol.6 No.2, pp.128 - 163

Received: 06 May 2014
Accepted: 27 Aug 2014
Published online: 14 Jan 2015 *

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