Universiti Teknologi Malaysia Institutional Repository

Determinants of the channel selection and choice intention: a marketing perspective

Madahi, Abdolrazagh and Sukati, Inda (2016) Determinants of the channel selection and choice intention: a marketing perspective. Journal for Global Business Advancement, 9 (4). pp. 357-389. ISSN 1746-966X

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The current study is an effort to explore the effect of attitude and subjective norm (SN) on channel intention in Malaysia. Theory reasoned of action (TRA) was used in this regard. The survey instrument was administered to the Malaysian consumers. The respondents had to meet the criterion of shopping online and/or traditional store prior to participating in the survey. The measurement and structural model was used to analyse the data. Our results discovered that compatibility and complexity were significant in predicting attitude in regard to the internet channel. Relative advantage and compatibility were relevant in predicting attitude in store channel. Normative belief (NB) was a significant predictor of SN for both channels.

Item Type:Article
Uncontrolled Keywords:online shopping, store channel
Subjects:H Social Sciences > HF Commerce
ID Code:71231
Deposited By: Siti Nor Hashidah Zakaria
Deposited On:15 Nov 2017 03:48
Last Modified:15 Nov 2017 03:48

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