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

Madahi, Abdolrazagh and Sukati, Inda (2014) Examining online and brick and mortar store channels switching behaviour among Malaysian consumers. International Journal of Electronic Marketing and Retailing, 6 (2). pp. 128-163. ISSN 1741-1025

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Official URL: http://dx.doi.org/10.1504/IJEMR.2014.066468

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.

Item Type:Article
Uncontrolled Keywords:brick and mortar store channel, channel switching intention, descriptive norm, internet channel, Malaysia, theory of planned behaviour, TPB
Subjects:H Social Sciences > HD Industries. Land use. Labor
Divisions:Management
ID Code:52784
Deposited By: Siti Nor Hashidah Zakaria
Deposited On:01 Feb 2016 11:52
Last Modified:04 Jul 2018 19:49

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