Examining online and brick and mortar store channels switching behaviour among Malaysian consumers Online publication date: Wed, 14-Jan-2015
by Abdolrazagh Madahi; Inda Sukati
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 6, No. 2, 2014
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.
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