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

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  • Abdolrazagh Madahi
  • Inda Sukati

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.

Suggested Citation

  • Abdolrazagh Madahi & Inda Sukati, 2014. "Examining online and brick and mortar store channels switching behaviour among Malaysian consumers," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(2), pages 128-163.
    • Handle: RePEc:ids:ijemre:v:6:y:2014:i:2:p:128-163
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    Cited by:

    1. Kumar, Sumit & Prakash, Gyan & Gupta, Bhumika & Cappiello, Giuseppe, 2023. "How e-WOM influences consumers' purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) M," Technological Forecasting and Social Change, Elsevier, vol. 187(C).

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