A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior

The study of multichannel shopping behaviour and channel switching behaviour is becoming more important from both business and consumer perspectives. The Internet is increasingly managed in relation to other channels and customers are becoming increasingly sophisticated in their use of multiple chan...

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Main Author:	Madahi, Abdolrazagh
Format:	Thesis
Language:	English
Published:	2015
Subjects:	HD28 Management Industrial Management
Online Access:	http://eprints.utm.my/id/eprint/77624/1/AbdolrazaghMadahiPFM2015.pdf
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id	my-utm-ep.77624
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spelling	my-utm-ep.776242018-06-25T08:57:36Z A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior 2015-04 Madahi, Abdolrazagh HD28 Management. Industrial Management The study of multichannel shopping behaviour and channel switching behaviour is becoming more important from both business and consumer perspectives. The Internet is increasingly managed in relation to other channels and customers are becoming increasingly sophisticated in their use of multiple channels. Businesses and retailers need to understand the factors that affect consumers’ channel switching or channel choice behaviour in order to determine effective individual channel strategies and resource allocation. The purpose of this study is to examine the channel switching behaviour of Malaysian consumers between online and offline channels using the Decomposed Theory of Planned Behaviour (DTPB) with the new dimension of descriptive norm (DN) in addition to attitude, subjective norm (SN), and perceived behavioural control (PBC) to explain the phenomenon. The decomposition approach adopted by the model provides a more comprehensive set of antecedents that can better describe the intention to adopt a certain technology (i.e., Internet channel), hence, improving the practical contributions of this research. Partial Least Squares (PLS) based Structural Equation Modelling (SEM) technique was used to analyze the data. The study was based on convenience sampling method, with the survey instrument administered to the Malaysian consumers from the regions of Klang Valley and Penang. A total of 497 completed surveys were obtained. The respondents had to meet the criteria of shopping online and/or brick and mortar store prior to participating in the survey. Findings show that DTPB was successful in predicting consumer channel switching behaviour. In addition, the main constructs including attitude, SN and DN significantly affected consumers’ channel switching intention in both Internet and brick and mortar store channels. PBC was the only construct that did not predict intention. This study provides multichannel retailers with a better understanding of the factors that affect consumer channel switching behavior. The factors influencing channel switching help to explain some barriers of the multichannel retailing development. 2015-04 Thesis http://eprints.utm.my/id/eprint/77624/ http://eprints.utm.my/id/eprint/77624/1/AbdolrazaghMadahiPFM2015.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:96715 phd doctoral Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management Madahi, Abdolrazagh A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior
description	The study of multichannel shopping behaviour and channel switching behaviour is becoming more important from both business and consumer perspectives. The Internet is increasingly managed in relation to other channels and customers are becoming increasingly sophisticated in their use of multiple channels. Businesses and retailers need to understand the factors that affect consumers’ channel switching or channel choice behaviour in order to determine effective individual channel strategies and resource allocation. The purpose of this study is to examine the channel switching behaviour of Malaysian consumers between online and offline channels using the Decomposed Theory of Planned Behaviour (DTPB) with the new dimension of descriptive norm (DN) in addition to attitude, subjective norm (SN), and perceived behavioural control (PBC) to explain the phenomenon. The decomposition approach adopted by the model provides a more comprehensive set of antecedents that can better describe the intention to adopt a certain technology (i.e., Internet channel), hence, improving the practical contributions of this research. Partial Least Squares (PLS) based Structural Equation Modelling (SEM) technique was used to analyze the data. The study was based on convenience sampling method, with the survey instrument administered to the Malaysian consumers from the regions of Klang Valley and Penang. A total of 497 completed surveys were obtained. The respondents had to meet the criteria of shopping online and/or brick and mortar store prior to participating in the survey. Findings show that DTPB was successful in predicting consumer channel switching behaviour. In addition, the main constructs including attitude, SN and DN significantly affected consumers’ channel switching intention in both Internet and brick and mortar store channels. PBC was the only construct that did not predict intention. This study provides multichannel retailers with a better understanding of the factors that affect consumer channel switching behavior. The factors influencing channel switching help to explain some barriers of the multichannel retailing development.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Madahi, Abdolrazagh
author_facet	Madahi, Abdolrazagh
author_sort	Madahi, Abdolrazagh
title	A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior
title_short	A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior
title_full	A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior
title_fullStr	A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior
title_full_unstemmed	A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior
title_sort	study of malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2015
url	http://eprints.utm.my/id/eprint/77624/1/AbdolrazaghMadahiPFM2015.pdf
_version_	1747817792742096896

A study of Malaysian consumers’ channel switching behavior using an extended decomposed theory of planned behavior

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