Global Business Review-2016-Madahi-489-523 PDF

Article
An Empirical Study of
Malaysian Consumers
Channel-switching Intention:
Using theory of Planned Behaviour
Global Business Review

17(3) 489523
2016 IMI
SAGE Publications
sagepub.in/home.nav
DOI: 10.1177/0972150916630447
http://gbr.sagepub.com
Abdolrazagh Madahi1
Inda Sukati2
Abstract
The purpose of the current study is to examine the effect of behavioural attitude, subjective norm
(SN) and perceived behavioural control (PBC) on channel-switching intention in regards to Internet
and brick-and-mortar stores channels in Malaysia. Theory of planned behaviour (TPB) was used in this
study. Partial least squares (PLS) based on the structural equation modelling (SEM) technique was used
to analyze the data. The study was based on the simple random sampling, 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 have shown that the TPB
was successful in predicting consumer channel-switching intention. In addition, based on the results,
the main constructs including attitude and SN significantly and positively predicted consumers channelswitching intention in both channels. Perceived behavioural control was the only construct that did not
predict intention.
Keywords
Channel-switching intention, theory of planned behaviour, Internet, brick-and-mortar store, Malaysia
Introduction
Internet World Stat stated that the number of Internet users in Malaysia was 17,723,000 (60.7 per cent)
in 2012. Meanwhile, the increase of Internet users from 2000 to 2012 was 376.8 per cent (http://www.
internetworldstat.com). Shopping via Internet is a common occurrence in the Western countries, but for
Senior Lecturer, Payame Noor University, International Center of Qeshm, Hormozgan, Qeshm Island, Iran.
Senior Lecturer, Faculty of Management, Department of Business Administration, Universiti Teknologi Malaysia, Johor Bahru,
Johor, Malaysia.
1
2
Corresponding author:
Abdolrazagh Madahi, Senior Lecturer, Payame Noor University, International Center of Qeshm, Hormozgan, Qeshm Island 7956118414, Iran.
E-mails: amadahi65@gmail.com; khosoof_emaddeh@yahoo.com
Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016
490
Global Business Review 17(3)
Malaysia, it is very challenging and majority of Malaysians prefer traditional shopping. In Malaysia,
online shopping is something new and the transactions are very limited. Syed, Ismail and Ahsan (2008)
noted that the growing utilization of Internet by the younger generation in Malaysia offers an emerging
opportunity for online retailers. If online retailers know the factors influencing young Malaysian
consumers shopping behaviour, and the relationship between these factors and the type of online
shoppers, they can further develop their marketing strategies to convert potential customers into active
ones. Thus, with a large number of Internet users in Malaysia, it is necessary to find out the factors
that shape Malaysian online shopping behaviours and to develop more studies in this area. Therefore,
Internet as a new retailing channel in Malaysia plays an important role in the channel switching and
multichannel environment, and this needs further consideration from retailers. Likewise, marketers
and retailers need to find out what is important for customers in selecting/switching a channel/
multichannel in order to settle on a suitable channel strategy and to manage resource allocation. From a
marketing point of view, synchronizing multiple channels deeply enhances the difficulty of a marketing
strategy and it would have an effect on consumers multichannel behaviour.
Channel switching and multichannel retailing strategies offer some advantages to the retailers and
companies with two or more channels to send their services or/and products to the consumers. It would
also be more interesting and valuable for customers to choose from more than one channel to seek for
information and purchase their products. Consumers choose and use channels based on their specific
goals at a particular point in time, their prior experiences and their expertise (Wesley & Eisenstein,
2008). A number of multichannel studies suggest that channel choice is not static but changes over time,
as consumers migrate from one channel to another (Albesa, 2007; Black, Lockett, Ennew, Winklhofer &
McKechnie, 2002; Dholakia, Zhao & Dholakia, 2005; Gupta, Su & Walter, 2004). Besides, consumers
may switch from one channel to another in order to find ways to maximize the benefits of shopping and
minimize the costs associated with shopping, in terms of money, time and energy, whether in a brickand-mortar store, or over the Internet (Downs, 1961; Kim & Kang, 1997). In addition, customers would
prefer to migrate from online channels to offline channels and vice versa according to their behavioural
factors (e.g., attitude, beliefs, as well as perceived behavioural control [PBC]) of a channel. Therefore,
it is important for retailers to not only get knowledge about the benefits and costs of the channels, but
also they need to know more about the consumers.
Moreover, consumers may search for product information online but prefer to buy it in a traditional
store (Albesa, 2007; Balasubramanian, Raghunathan & Mahajan, 2005; Van, Minocha & Laing, 2007).
They may find it easy to make a search about product information through the online channel of A-retailer
but do their purchase from B-retailer through the offline channel (Kim & Lee, 2008; Shim, Eastlick, Lotz
& Warrington, 2001; Verhoef, Neslin & Vroomen, 2005). This would result in a sort of difficulty for the
retailer to retain customers due to the switching situation (Jensen, Jakus, English & Menard, 2004;
Kumar & Venkatesan, 2005; Stone, Hobbs & Khaleeli, 2002). Thus, the concept of buying and switching
intention concerning up-to-date consumers has become a major issue to marketers and retailers
(Albesa, 2007; Kumar, Shah & Venkatesan, 2006; Noble, Griffith & Weinberger, 2005; Pookulangara,
Hawley & Xiao, 2011). Information technology has made people use the Internet in conducting their
transactions rather than the traditional way of trading (Fuller, Serva & Benamati, 2007). Furthermore, it
is possible that multiple channels retailers meet the desires of customers flexibility for how, where,
when and what to shop (Kumar & Venkatesan, 2005; Stone et al., 2002). The challenge is to recognize
when, how and where consumers utilize the stores and/or Internet and how consumers consider migrating among channels and among retailers (Albesa, 2007; Bickle, Buccine, Makela & Mallette, 2006;
Kumar & Venkatesan 2005). The purpose of this study is to examine channel-switching intention between
Malaysian consumers in the Internet and brick-and-mortar stores channels by applying the theory of
491
Madahi and Sukati
planned behaviour (TPB). Theory of planned behaviour has been used in studies that have examined
multichannel consumer behaviour (Grabner-Krauter & Kaluscha, 2003; Kamarulzaman, 2008; Keen,
Wetzels, Ruyter & Feinberg, 2004; Wen, Prybutok & XU, 2011) as well as channel-switching behaviour
(Kim & Park, 2005; Pookulangara & Natesan, 2010; Pookulangara et al., 2011). Thus, using TPB is an
appropriate and acceptable theory for studying consumers channel-switching intention.
Literature Review
There is an opportunity for consumers to choose only one organization to seek for information
(Dholakia & Uusitalo, 2000; Lihra & Graf, 2007), buy goods as well as return unwanted products by
selecting one of the following channels, for example, Internet and brick-and-mortar stores (Kumar &
Venkatesan, 2005). For that reason, it is very significant for multiple channel retailers to understand and
perceive how their consumers behave and to know the issues, in particular, the purchase incentive that is
under this behaviour. In this way, it is more possible for retailers to classify different groups of consumers and it will diminish the losses related to non-selective coverage (Schroder & Zaharia, 2008).
Multichannel consumers are defined as those who regularly shop through more than a single channel
(Kumar & Venkatesan, 2005). Multichannel shoppers are important for retailers success because
they are more open to new experiences, purchase more frequently and are more loyal to a brand
(Pastore, 2001). Several researchers have conducted studies related to consumers online shopping
behaviours in a multichannel shopping context (Choi & Park, 2006; Kim & Park, 2005; Kim, Kim &
Kumar, 2003; Noh, 2008). They have found that multichannel consumers behaviours provide a number
of chances to increase the sales and profits of multichannel retailers. Therefore, understanding multichannel consumer behaviours is crucial for multichannel retailers success (Dholakia, Zhao & Dholakia,
2005; Mathwick, Malhotra & Rigdon, 2002).
A consumer may choose one channel but at the middle stage of his/her decision making process
may change the channel and use another one. Therefore, a consumer might migrate to another channel if
he/she is not happy with a current channel, which results in channel switching (Albesa, 2007;
Balasubramanian et al., 2005). An important issue of interest to both practitioners and academicians is
to find out consumers channel-switching behaviour (from online to offline and vice versa) and also to
recognize the major drivers which influence such behaviour (Gupta et al., 2004). For example, a client
may tend to switch to online channels in case his/her intention towards online purchase is better than
offline buying intention and vice versa. Necessarily, consumers declare their preferences according to
utility maximization when it comes to costs and benefits of the retail structures given to them (Alba
et al., 1997). It indicates that the utility gained by the clients through online shopping needs to be more
than the utility obtained through the traditional format, which causes the consumer to switch to an online
environment. This study recognizes the main behavioural determinants that affect consumers switching
tendency from shopping offline to the online one and vice versa.
Nowadays, the multichannel strategy is becoming more significant and crucial for both businesses
and consumers (Albesa, 2007; Baal & Dach, 2005; Dholakia, Zhao & Dholakia, 2005; Rangaswamy &
Bruggen, 2005). Retailers and companies should search for a multiple channels design that offer
channel advantages, due to the fact that each channel provides some degree of difference of benefits
(e.g., mutual communication between consumers and retailers, customer satisfaction, longer tenure and
consumers are more loyal to channel) (Black et al. 2002; Kumar & Venkatesan, 2005), but at the same
time, it also has complications and challenges (Van, Minocha & Laing, 2007). One of the challenges
is that retailers might lose their consumers in the path of the buying process (Inman, Venkatesh &
492
Rosellina, 2004; Nicholson, Clarke & Blakemore, 2002; Nunes & Cespedes, 2003). This is related to the
issue that consumers could easily move through channels. For example, they can seek information
through one channel (e.g., Internet), and after that buy the product across another channel (e.g., store)
(Pookulangara et al., 2011). For this reason, employing only one channel limits the performance in the
marketplace to what that channel is proficient in doing predominantly well (Johnson & Greco, 2003).
In spite of the growing attention which has been paid to multichannel-oriented topics, study on
multichannel retailing and channel-switching behaviour is still considered to be at its early stages.
As Neslin et al. (2006) and Slack, Rowley and Coles (2008) stated, previous research works on multichannel-based topics chiefly concentrated on attaining knowledge regarding the elements of customers
choice of channel. Very few studies have investigated customer channel migration in terms of multichannel retailing and the factors that affect consumers channel behaviour among different channels
in a multichannel environment (Ansari, Mela & Neslin, 2008). A study done by Choi and Park (2006)
has shown that there is a lack of knowledge concerning important predictors in terms of consumers
beliefs, attitudes and intentions for online as well as traditional stores shopping on the basis of multiple
channels and channel switching. According to Pookulangara et al. (2011), the study on consumer
channel-switching intention is still not sufficient and needs more research. Hence, the present study
investigates potential elements related to customer channel migration behaviour.
In addition, to convince and attract Malaysian consumers to use the Internet, as their retailing channel
instead of traditional channels, is still a challenging task for web retailers in Malaysia (Haque & Khatibi,
2005; Salehi et al., 2011). The development of Internet technology in Malaysia has massive opportunities such as its increasing benefits, decreasing costs of product and service delivery and expanding
geographical boundaries in bringing buyers and sellers together (Haque & Khatibi, 2005; Syed et al.,
2008). Salehi et al. (2011) reported that the acceptance of the Internet channel among Malaysian consumers is not as advanced compared to their counterparts in other countries. The question is why? In
addition, what are the factors that influence their acceptance? The other challenge is to understand how
and when Malaysian consumers use the Internet, and what drives their propensity to switch between
retailers and between channels. There are some barriers, which have contributed to the unwillingness of
the Malaysian people to shop online, like being afraid of their personal information being stolen by
others (Salehi, 2012). Despite the potential among Malaysian consumers, there is still a lack of understanding towards online shopping. Meanwhile, Haque and Khatibi (2005) and Mumtaz, Islam, Ariffan
and Karim (2011) stated that studies regarding consumer behaviour by using of behavioural models
(e.g., theory of reasoned action [TRA] and TPB) towards online shopping in the Malaysian environment are still limited and also they claimed that Internet in Malaysia is still considered as a new
medium between the retailers and the consumers.
Theory of planned behaviour is a well-known theory to evaluate and examine consumers behaviour
and channel-switching behaviour in online and/or offline channels. The effect of components of TPB
on channel choice/switching is different (Pookulangara et al., 2011). Some factors in some channels
may significantly affect consumers channel-switching behaviour, but in contrast, some other channels
may have no influence on consumers channel-switching behaviour. Meanwhile, the purpose of this
article is to study on Malaysian consumers channel-switching intention. Thus, Haque and Khatibi
(2005), Harn, Khatibi and Ismail (2006) and Mumtaz et al. (2011) stated that studies regarding consumer
behaviour by using behavioural models (e.g., TRA and TPB) for online shopping in the Malaysian
environment are still limited and also they claimed that Internet in Malaysia is still considered as a
new medium between the retailers and the consumers. Therefore, the objective of this study is to
identify factors that are significant in explaining Malaysian consumers channel-switching behaviour.
This study is based on the TPB, a theory well grounded in consumer behaviour research, and we
used Malaysia as the sampling frame.
493
Madahi and Sukati
Theory of Planned Behaviour and Decomposition

The conceptual framework of this study is based on Malaysian consumers channel-switching intention
with regard to Internet and brick-and-mortar stores channels. In this study, TPB (Ajzen, 1985) is used.
Based on the TPB model, behavioural intention is influenced by attitude, subjective norm (SN) and PBC.
Attitude, SN and PBC are considered according to the expectancy-value model (Ajzen, 1985). Attitude
towards the behaviour is a meaning of beliefs and the estimation of those beliefs (Fishbein & Ajzen,
1975). Subjective norm is a function of an individuals beliefs that particular individuals or groups think
he or she should or should not do the behaviour which is normative belief (NB), and the individuals
inspiration to comply with those referents (Ajzen, 1991). Perceived behavioural control can be explained
based on two subcomponents: (i) control belief perceptions of barriers or resources influencing the
behaviour and (ii) perceived power significance of these resources or obstacles (Fishbein & Ajzen,
1975).
In addition, the decomposition of TPB has the advantage of providing more managerial implications
than the unidimensional approach because the decomposition approach is focused on identifying specific
factors and also allow a better understanding of the relationships between belief structures and antecedents
of intentions (Bagozzi, 1992; Taylor & Todd, 1995). Therefore, the attitude construct is decomposed into
relative advantage, compatibility and complexity (Rogers, 1983; Taylor & Todd, 1995). Subjective norm
is decomposed into NB (Ajzen, 1985, 1991). Perceived behavioural control construct is decomposed into
self-efficacy and facilitating conditions (Ajzen, 1991; Bandura, 1977).
Study Variables
The objective of the current study is to predict consumers channel-switching behaviour with regard to
any of the two channels (i.e., Internet and brick-and-mortar stores). The impact of relative advantage,
compatibility and complexity on attitude towards channel-switching intention was examined. The effect
of NB (i.e., friends, family and co-workers) on SN, self-efficacy and facilitating conditions on PBC
towards channel-switching intention in both channels was studied. The relationship between variables,
via the research model, is organized in the following section (Figure 1).
Decomposing Attitude (relative advantage, compatibility and complexity)

Rogers (1995) argued that the attitudinal belief has three innovation characteristics that influence
behavioural intentions, which consist of relative advantage, complexity and compatibility. Relative
advantage is defined as an innovation factor that significantly affects attitude (Taylor & Todd, 1995).
This component presents some benefits to the model, such as image, satisfaction, economic benefits
improvement and convenience (Rogers, 1983). Relative advantages should be positively connected to
attitude (Taylor & Todd, 1995). The link between perceived relative advantage and attitude has been
supported by numerous studies related to IT usage. Morris and Dillons (1997) study on Netscape usage
among students revealed that the attitude towards using the browser was positively influenced by
perceived relative advantage (perceived usefulness). George and Kumar (2013) indicated that perceived
usefulness positively impact on customer satisfaction in Internet banking. A survey by Chau and Hu
(2001) investigating physicians acceptance of telemedicine technology also indicated the significant
influence of perceived relative advantage on attitude. In an online survey exploring Internet users
494
Figure 1. Research Framework (consumer channel-switching behaviour)

Source: Adapted from Taylor and Todd (1995), Pookulangara et al. (2011) and Elliott and Ainsworth (2012).
intention to shop online, Chen, Gillenson and Sherrell (2002) found that higher perceived relative
advantage (perceived usefulness) resulted in a more favourable attitude towards online shopping.
Compatibility is the degree to which the innovation fits with the positional adapters existing
values, previous experiences and current needs (Rogers, 1983). Compatibility is likely to be positively
connected to adoption. Tan and Teo (2000), in their study on adoption of Internet banking in Singapore,
suggested that users who perceive Internet banking as compatible to their values developed positive
attitude about the technology and were more likely to adopt it. In an exploratory study comparing adopter
and non-adopter beliefs about Internet banking, Gerrard and Cunningham (2003) suggested the need
for banks to highlight positive characteristics of the technology such as compatibility to encourage
its usage. They found that the adopters of Internet banking felt the technology was more compatible to
their lifestyle. Finally, in a study involving 82 brokerage firms, Lau (2002) found that compatibility had
a significant effect on attitude of using online trading.
Complexity signifies the degree to which an innovation is perceived to be complicated to understand,
learn or operate (Rogers, 1983). In general, the simpler an innovation is to realize and utilize, the more
likely that it will be adopted. Complexity (and its corollary, ease of use) has been found to be a significant factor in a technology adoption decision (Davis, 1989; Moore & Benbasat, 1991; Taylor & Todd,
1995). It should expect channel that is easy to use would encourage individuals to utilize the channel by
developing a positive attitude about it. Previous studies have indicated that if technology is complicated
495
Madahi and Sukati
and complex to use, the impact of complexity on attitude will be negative (Beiginia, Besheli, Ahmadi &
Soluklu, 2011; Moore & Benbasat, 1991). In addition, the effect of perceived ease of use on attitude
has been theorized and validated by numerous studies. In a cross-sectional study on potential adopters
and users of Microsofts Windows 3.1, Karahanna, Straub and Chervany (1999) found that perceived
ease of use had a significant influence on attitude towards adopting the software among the potential
adopters. Laus (2002) study on online trading revealed the significant influence of perceived ease of
use on attitude. A similar result was also revealed in the study by other researchers (e.g., Bhattacherjee,
2000; Taylor & Todd, 1995).
Moreover, Haque and Khatibi (2005) and Mumtaz et al. (2011) demonstrated that online shopping
was still not compatible with Malaysian consumers. In fact, a majority of Malaysians use the Internet for
non-shopping purposes. In line with the argument and findings discussed, brick-and-mortar store is the
channel which is compatible with a majority of Malaysian consumers. In addition, it would be expected
that Malaysians who perceive relative advantage and compatibility of the Internet channel would
more likely have a positive attitude towards using the technology. Taylor and Todd (1995) illustrated
that according to prior empirical study on the correlations among these perceived characteristics
(Rogers, 1983; Tornatzky & Klein, 1982), it would be likely that relative advantage and compatibility
are positively associated to attitude. On the other hand, Beiginia et al. (2011) found out that relative
advantage and complexity have a positive effect on attitude (Figure 1).
Decomposing Subjective Norm

Normative belief is a component of SN (Fishbein & Ajzen, 1975). An individuals normative structure,
that is, his or her beliefs about what important others think about the behaviour in question, should
directly influence his or her SN, or perceptions of the social pressure to comply with expectations about
engaging in the behaviour (Ajzen, 1991). Researchers have identified several reference groups who may
exert social pressure on individuals to perform a certain behaviour (Ajzen & Madden, 1986; Fishbein &
Ajzen 1975; Madahi, Sukati, Mazhari & Rashid, 2012). Taylor and Todd (1995) found that peers and
superiors exert significant influence on individuals to use computers at computing resource centre.
Parthasarathy and Bhattacherjee (1998) in their study on online services found that friends, co-workers
and relatives, which they called interpersonal influence, influence users forming their initial adoption
decisions. In a study on what makes consumers buy from the Internet, Limayem, Khalifa & Frini (2000)
found that family members, media and friends were reference groups that influenced consumers to
purchase online. Laus (2002) investigation on factors that influence the adoption of online trading
showed that competitors, customers, decision-makers and employees were significant reference groups
influencing brokers decision to adopt the technology. In a consumer context, shoppers purchase decisions are likely to be influenced primarily by family and nonfamily referents (Ryan & Bonfield, 1980).
In a retailing context, various sources, such as friends, family, co-workers, advertising and internet
news groups, can have an impact on the consumers, and the composition of a group of others importance
is likely to vary based on the context of the behaviour (Lim & Dubinsky, 2005).
It is also expected that Malaysian consumers will be significantly affected by important groups
(e.g., friends, relative and colleagues) (Madahi & Sukati, 2012; Safiek, 2009). It can be inferred that if
retailers and marketers want to increase the number of Malaysian consumers to use Internet or stores
channel and retain consumers to not change channel, they need to focus on reference group in this
respect. This further implies the importance of providing Internet or stores services of the highest quality
possible because negative word of mouth from these groups will reduce Internet or stores consumers
496
channels acceptance of those who are closest to them. Based on the results of the studies discussed
above, three reference groups are identified (i.e., friends, family and co-workers) who may affect
individuals perceived social pressure (i.e., SN) on whether to switch or not to switch the channel.
Decomposing Perceived Behavioural Control

In this study, control beliefs are decomposed into two constructs: self-efficacy and facilitating conditions. Bandura (1982) reported that self-efficacy is referred to an individuals perception of how well
the person can carry out with a needed action to deal with prospective situations or it is confident that
the person is able to successfully carry out behaviour. Besides, self-efficacy has significant influence
on PBC (Bandura, 1982). Triandis (1980) reported that facilitating conditions is the second component
of PBC which also significantly affects PBC. Facilitating conditions impact PBC, which eventually
influences the behaviour or the outcome. These variables are within the control of the consumer and
facilitate the behaviour. The facilitating conditions have been categorized into information search, price
or products. In essence, the absence of any of these facilitating conditions represents barriers to switching channels and may inhibit the formation of intention; however, the presence of facilitating conditions
may not, per se, encourage channel switching.
Previous research has shown that different channel usage and channel switching (e.g., search online,
purchase stores; search stores, purchase online) are mainly influenced by consumer perceptions of
channel information (Mathwick, Malhotra & Rigdon, 2002; Noble, Griffith & Weinberger, 2005;
Verhoef et al., 2005). While consumers have achieved more information about a product/service,
they will make better decisions. Besides, to get information, consumers prefer to select a way that is
less costly for seeking and buying services or products. Furthermore, studies on consumers channel
switching/choice show that contact and exposure to the retailer/media significantly and positively
affect consumers channel choice/switching.
The literature on consumer store choice suggests that higher costs of channel access and usage
(e.g., due to poor convenience or higher fees) result in a lower likelihood of visiting or using a channel
(Berry, Seiders & Grewal, 2002). Consumers have increased understanding of comparable product/
service prices across channels. Gaining this information increases a consumers knowledge, thus reducing perceived risk in relation to the purchase of the product/service (Albesa, 2007). While each channel
can provide consumer price comparison information, obtaining this information is not costless, as it
necessitates the expenditure of consumer resources (e.g., time) (Noble, Griffith & Weinberger, 2005).
Thus, it can be argued that consumers weigh the costbenefit relationship of obtaining price comparison
in each channel, utilizing the channel that maximizes their value. It is argued that the consumer costs
associated with gathering price comparison information are lowest for the Internet channel and highest
for the brick-and-mortar stores channel.
Balasubramanian et al. (2005) illustrated self-efficacy as the capability and self-belief of consumers
to utilize multiple channels, including brick-and-mortar stores and online, to finish an operation, beginning by searching for information and finishing with buying. Self-efficacy makes consumers selfconfident as well. It means consumers who have high perceptions of multichannel self-efficacy believe
of themselves as skilled persons in choosing the most excellent service provider in diverse expenditure
phases. While a consumer thinks that he/she is able and has perceived self-confidence to overcome different kinds of problems in different channels, there is more likelihood that the consumer switches the
channel or selects multichannel. With respect to this study, it is anticipated that individuals who have
high self-confidence (i.e., self-efficacy) to perform the channel switching will perceive they have
the ability (i.e., high PBC) to switch either Internet or brick-and-mortar store channel.
497
Madahi and Sukati
Attitude, Subjective Norm and Perceived Behavioural

Control towards Channel-switching Intention
The effect of attitude, SN and PBC on consumers behaviour intention has been evaluated by Ajzen and
Fishbein (1980). Attitude is posited to be a predictor of intention to perform behaviour (Fishbein &
Ajzen, 1975). Many studies have shown a significant influence of attitude towards a given behaviour on
intention to perform the behaviour (Ajzen & Fishbein, 1980; Taylor & Todd, 1995). George (2004)
demonstrated that the more positive the consumers attitude towards Internet purchasing, the stronger
their intention to purchase online. The possibility of channel switching is high when a consumer has a
positive attitude. Attitude towards switching channels is defined as the consumers evaluation of the
desirability of using or switching a channel to purchase products. Using a deductive logic, favourable
attitude is likely to encourage consumers to switch channels (Pookulangara et al., 2011).
Consumers selection of channels is influenced by the belief that people similar to them use that
channel. Subjective norm suggests that behaviour is instigated by ones desire to act as others act or
think one should, and hence will reflect consumer perceptions of whether channel-switching behaviour
is accepted, encouraged and implemented by the consumers circle of influence (Pavlou & Fygenson,
2006; Pookulangara et al., 2011). Hasan (2010) found the positive impact of SN on consumers intention
for online grocery shopping. Gopi and Ramayah (2007) also supported positive influences of SN
on intention to use Internet stock trading. A survey by Limayem, Khalifa and Frini (2000) of online
consumers revealed the significant effect of SN on their intention to engage in online shopping.
Pookulangara et al. (2011) claimed that SN is an important predictor of consumer channel-switching
intention. Therefore, it can be inferred that consumers perceived social pressure to change channel
would have a positive and significant effect on consumers channel-switching intention.
According to the TPB (Ajzen, 1991), PBC can influence actual implementation of a behaviour.
Individuals who perceive higher ease or capability are likely to be more confident in performing a
behaviour (e.g., purchase via the Internet) and thus actually implement the behaviour (i.e., choose
Internet channel), compared to those who perceive less ease (e.g., switch online channel). Johnson, Moe,
Fader, Bellman and Lohse (2004) also found that people were likely to use the Internet for purchasing
products when they perceived less complexity to use the Internet. Those who used the Internet for
purchase believed less difficulty to use and access the Internet, as compared to those who did not use
the Internet for purchase. Moreover, in a study investigating factors that influence workers intention
to use the Internet and World Wide Web at work, Chau and Hu (2002) found that workers intention to
use the Internet was significantly affected by PBC. However, when customers are satisfied with
the service quality of current offline stores and their purchase experience, they may not be confident
enough to use web stores, according to the status quo bias theory. Laus (2002) study on online trading
acceptance among brokers in Hong Kong revealed that intention to use the technology was positively
influenced by the PBC.
It was also supposed that TPB would be positive in predicting Malaysian consumers channelswitching behaviour. For example, in many studies conducted in Malaysia (e.g., Gopi & Ramayah,
2007; Ramayah, Jantan, Noor, Razak & Ling, 2003; Yulihasri, 2004), it has been shown that attitude,
SN and PBC are important predictors of intention to use online and offline channels or switch
from a channel to another channel in Malaysia. Thus, attitude, SN and PBC have this possibility to
positively and significantly effect on intention as well as on consumer channel-switching intention
(Cialdini, Kallgren & Reno, 1991; Pookulangara et al., 2011, Rivis & Sheeran, 2003, Taylor & Todd,
1995) (Figure 1).
498
Method
The survey method in the form of Likert scale questionnaire has been widely used in marketing
research (Kim et al., 2003; Sadeghi & Hanzaee, 2010; Sierra & McQuitty, 2005; Yoon, Lee & Lee, 2010;
Yousafzai, Pallister, & Foxall, 2005; Yuksel, Yuksel & Bilim, 2010). This study adopted/adapted the
questions from Pookulangara et al. (2011), Pookulangara and Natesan (2010), Ajzen and Fishbein
(1980), George (2004), Beiginia et al. (2011), Taylor and Todd (1995), Yang, Park and Park (2007),
Verhoef et al. (2005), Sproles and Kendall (1986), Mokhlis and Salleh (2009), Noble, Griffith and
Weinberger (2005), Smith et al. (2008), Elliott and Ainsworth (2012) and Ajzen (2002). According to
the aim of the current study, questionnaire was distributed among Malaysian consumers. To assess
and estimate the intention of consumers, components scales have been followed by the recommendations of Ajzen and Madden (1986).
To assess relative advantage, compatibility and complexity, items were adapted from Taylor and
Todd (1995) and Beiginia et al. (2011). Ten items are developed to examine the impact of relative advantage, compatibility and complexity on attitude. Six items to assess NB (friends, family and co-workers)
are adapted from Pookulangara et al. (2011), Ajzen and Fishbein (1985), Pookulangara and Natesan
(2010) and George (2004). To assess the effect of self-efficacy and facilitating condition (i.e., price and
information) on PBC, ten items are adapted from Chiu et al. (2011), Pookulangara et al. (2011), Eastlick
and Feinberg (1999), Noble, Griffith & Weinberger (2005) and Dickerson and Gentry (1983).
Attitude has been adapted based on the instrument applied and validated by Pookulangara et al.
(2011) and Yang et al. (2007). According to the report of Pookulangara et al. (2011), behavioural
attitude for brick-and-mortar stores and the Internet were conceptualized and was calculated by a fouritem scale. Items to evaluate SN were adapted from the instrument used by Verhoef et al. (2005) and
Pookulangara et al. (2011). Subjective norm was conceptualized brick-and-mortar stores and Internet
and was measured via a five-item scale (Pookulangara et al., 2011). Three items were adapted to assess
PBC from the instrument used and validated by Pookulangara et al. (2011).
Participants and Data Collection

A survey questionnaire is constructed to collect the necessary data to answer the research questions
as being framed on related effective factors of consumers channel-switching intention. The study is
based on simple random sampling, with the survey instrument administered to the Malaysian consumers
from regions of Klang Valley and Penang. Klang Valley and Penang are the most populated regions in
Malaysia and as one of the main channels in this study is Internet, the population based in Klang Valley
and Penang, Malaysia is chosen for sampling (Raman & Annamalai, 2011). The chosen sampling
population from Klang Valley and Penang has basic understanding and experience on the Internet and
online purchasing, respectively, and they are actively involved in online transactions (Raman &
Annamalai, 2011). Questionnaire was distributed to 615 respondents in Malaysia and 497 sets were
returned which made up to 81 per cent of the overall responses. This is a valid percentage as the response
rate is sufficient and ready to be measured. In addition, of the participants surveyed, about 118 (19 per
cent) of the responses were deemed unusable due to the failure of the respondents to complete major
portions of the survey questionnaire. The respondents had to meet the criteria of shopping online and/or
brick-and-mortar store prior to participating in the survey.
Questionnaires were distributed using mall intercepts at selected retail outlets located at one of
the regions in Klang Valley and Penang. Researchers distributed questionnaires personally to the
499
Madahi and Sukati
respondents in different universities and retail outlets including supermarkets, small retail stores, departmental stores, specialty stores, hypermarkets, malls as well as libraries. These places cover the target
population of this study and help to find different people in different fields. The objective of the current
study is to evaluate consumer channel-switching intention between Malaysian consumers; hence, the
race of population is Malaysian only (including Malay, Chinese and Indian).
Data Analysis
The purpose of this study is to investigate the influence of behavioural attitude and SN and PBC on
channel-switching intention. Theory of planned behaviour is used in the current research. The partial
least square (PLS) based on structural equation modelling (SEM) technique was used to test research
hypotheses as well as research model as suggested by other researchers who have studied based on the
behavioural models such as TPB and TRA models (Blue, Wilbur & Marston-Scott, 2001; Bock, Lee,
Zmud & Kim, 2005; Chang, 1998; Lin & Lee, 2004; Millar & Shevlin, 2003; Ryu, Ho & Han, 2003).
The SEM is a technique that seeks to represent the observed data in terms of a number of structural
parameters defined by a hypothesized underlying model (Hair, Ringle & Sarstedt, 2011). Structural
equation modelling is a theory-based approach that has the ability to bring data and theory together.
Structural equation modelling is used in business and marketing studies to empirically test the complex
models. This study also used the SEM approach to test the research hypotheses and data analysis. Unlike
other statistical methods, SEM tests the model paths and model fit. Structural equation modelling also
allows the assessment of complex interrelated dependence relationships and incorporates the effects
of measurement error on the structural coefficients (Hair, Anderson, Tatham & Black, 1998). In SEM,
two types of variables are used: exogenous variables and endogenous variables. Therefore, since in this
study there are some exogenous variables (i.e., relative advantage, compatibility, complexity, NB, facilitating conditions, self-efficacy, attitude, SN and PBC) and their effect on the endogenous variable
(i.e., channel-switching intention) has to be examined, the use of SEM is necessary. Pilot testing was
conducted to clarify the terms used in the questionnaire before operating the main survey.
The survey instrument was pre-tested for content validity and adjustments were made prior to main
data collection. The survey instrument was pre-tested with consumers (N = 30). It was assumed that
these consumers had used at least one channel (i.e., brick-and-mortar store and/or the Internet) in the
last 6 months. These consumers were comprised of professors and senior lecturers at the University
of Malaysia (UM) and Universiti Putra Malaysia (UPM). Based on feedback from the pilot study
group, minor adjustments were made to the instrument scale. This feedback was implemented into the
instrument and content validity claim was established accordingly. Items were revised to ensure
readability and for logical flow of questions. The results of the data analyses were organized into the
following sections: (i) respondents profile, (ii) measurement model and (iii) structural model.
Respondents Profile
With reference to Table 1, a remarkable percentage of the respondents (57.9 per cent) are less than
34 years old. In addition, majority of the respondents are females. There are 283 female respondents
(56.9 per cent) and 214 male respondents, which contributes to 43.1 per cent of the total respondents
participated in this study. Of these respondents, 51.1 per cent of the respondents are Malay, followed by
500
Table 1. Respondents Profile

Variable
Frequency (N = 497)
Percentage
172
116
74
68
48
19
34.6
23.3
14.9
13.7
9.7
3.8
214
283
43.1
56.9
254
142
101
51.1
28.6
20.3
287
168
42
57.7
33.8
8.5
Age
1824
2534
3544
4554
5564
65+
Gender
Male
Female
Race
Malay
Chinese
Indian
Education Level
Bachelors Degree
Masters Degree
Doctoral Degree
Source: Researchers own construction.
28.6 per cent Chinese and 20.3 per cent Indian. Table 1 further indicates that 57.7 per cent of the
practitioner possess bachelors degree, 33.8 per cent possess masters degree and 8.5 per cent possess
doctoral degree.
Other External Variables

Table 2 shows descriptive statistics of the Internet usage and brick-and-mortar stores for searching for
information as well as purchasing in the last 1 year. Findings reveal that 65.8 per cent of the respondents
had searched for information online and 89.3 per cent preferred to search for information in brick-andmortar stores in the last 1 year. Additionally, 39 per cent of respondents had purchased online and 98.2
per cent had purchased from brick-and-mortar stores in the last 1 year.
Table 2. Descriptive Statistics of the Respondents

Variable
Channel
Frequency
Percentage
Searched for Information in the Last 1 Year
Internet
Store
Internet
Store
327
444
194
488
65.8
89.3
39
98.2
Purchased Products/Service in the Last 1 Year

501
Madahi and Sukati
Measurement Model
The PLS technique is capable of calculating key output such as factor loadings, Cronbachs alpha,
composite reliabilities (CRs) and average variance extracted (AVE) to establish the validity and reliability (Fornell & Cha, 1994). We ran a confirmatory factory analysis in SmartPLS 2.0 and assessed
reliability and convergent validity for the reflective constructs. In order to examine the construct validity,
first, the standardized estimated loading should be ideally higher than 0.7 (Hair et al., 1998). Validity and
reliability are evaluated by computing cross loadings, AVE, CR and Cronbachs alpha (Bagozzi & Yi,
1988). The general acceptable cut-off values are 0.50 for AVE and 0.70 for both CR and Cronbachs
alpha (Bagozzi & Dholakia, 2002; Churchill, 1979; Fornell & Larcker, 1981; Hair et al., 1998). Thus,
based on CR and AVE, data reduction techniques were applied to the variables in order to convert the
individual variable items into manageable smaller number of dimensions.
Internet
All measurement variables with loadings under 0.70 were removed. This included the removal of the
first item of complexity as well as two items of NB. After excluding these items, factors were computed
again. In addition, Cronbachs alphas were well above the acceptable level ranging from 0.71 to 0.94 for
relative advantage, compatibility and complexity, NB with 0.95, information with 0.95, price with
0.95, self-efficacy with 0.84, attitude with 0.93, SN with 0.96, PBC with 0.92 and channel-switching
intention with 0.94. In addition, CR was 0.97, 0.98, 0.87, 0.96, 0.96, 0.97, 0.91, 0.96, 0.97, 0.95 and 0.96
for relative advantage, compatibility, complexity, NB, information, price, self-efficacy, attitude, SN,
PBC and intention, respectively (Table 3). Therefore, based on Cronbachs alpha and CR, all these latent
variables regarding Internet channel had reliability higher than 0.7. In addition, AVE was 0.88, 0.94,
0.78, 0.86, 0.87, 0.92, 0.76, 0.87, 0.87, 0.86 and 0.89 for relative advantage, compatibility, complexity,
NB, information, price, self-efficacy, attitude, SN, PBC and channel-switching intention, respectively.
These measurements were well above the 0.50 recommended levels (Fornell & Larcker, 1981). These
results indicated that the constructs associated with outer measurement models exhibited satisfactory
convergent validity.
Table 3. Factor Analysis and Reliability
Internet
Measurement
Variables
Relative Advantage (RA)
RA1
RA2
RA3
RA4
Compatibility (Compt)
Compt1
Compt2
Compt3
Factor
Loading
a
0.95
Brick-and-mortar Store
Average
Composite Variance
Reliability Extracted
0.97
0.88
0.944
0.946
0.929
0.933
Average
Composite Variance
0.94
0.96
0.86
0.97
0.98
0.94
0.878
0.939
0.948
0.934
0.97
0.969
0.973
0.966
Factor
Loading
0.98
0.94
0.966
0.980
0.963
(Table 3 continued)
502
(Table 3 continued)
Internet
Measurement
Variables
Complexity (Complx)
Complx1
Complx2
Complx3
Normative Belief (NB)
NB1
NB2
NB3
NB4
NB5
NB6
Information (Info)
Info1
Info2
Info3
Info4
Price
Price1
Price2
Price3
Self-efficacy (S.Eff)
S.Eff1
S.Eff2
S.Eff3
Attitude
Attitude 1
Attitude2
Attitude3
Subjective Norms (SN)
SN1
SN2
SN3
SN4
SN5
Perceived Behavioural
Control (PBC)
PBC1
PBC2
PBC3
Channel-switching
Intention (CSI)
CSI1
CSI2
CSI3
Factor
Loading
a
0.71
Brick-and-mortar Store
Average
Composite Variance
0.87
0.78
Average
Composite Variance
0.79
0.87
0.77
0.97
0.98
0.89
0.90
0.95
0.91
0.94
0.96
0.89
0.92
0.95
0.87
0.97
0.98
0.94
0.96
0.97
0.93
0.89
0.93
0.82
0.90
0.93
0.83
0.993
0.331*
0.742
0.438*
0.893
0.868
0.95
0.96
0.86
0.907
0.952
0.953
0.905
0.509*
0.485*
0.928
0.943
0.959
0.955
0.948
0.918
0.95
0.96
0.87
0.911
0.938
0.949
0.933
0.647*
0.948
0.962
0.640*
0.95
0.97
0.92
0.959
0.954
0.958
0.912
0.958
0.952
0.84
0.91
0.76
0.841
0.912
0.866
0.913
0.950
0.933
0.93
0.96
0.88
0.944
0.962
0.914
0.966
0.981
0.967
0.96
0.97
0.87
0.916
0.946
0.951
0.935
0.918
0.962
0.977
0.578*
0.947
0.521*
0.92
0.922
0.941
0.915
Factor
Loading
0.94
0.95
0.96
0.942
0.957
0.934
0.86
0.89
0.912
0.958
0.952
0.923
0.915
0.890

Note: * Factor loadings lower than 0.7 were extracted.
503
Madahi and Sukati
Brick-and-mortar Stores
Based on the factor loading analysis, one indicator of complexity and two indicators of SN were revealed
(items less than 0.7) and software was ran again to compute better reliability for each construct. Thus, all
factors loaded were standardized (Table 3). Cronbachs alpha was 0.94, 0.97, 0.79, 0.97, 0.97, 0.96, 0.89,
0.96 and 0.90 and CR was 0.96, 0.98, 0.87, 0.98, 0.98, 0.97, 0.93 and 0.93 for relative advantage, compatibility, complexity, NB, attitude, SN, PBC and channel-switching intention, respectively. These
results approved reliability of these constructs. High score of AVE shows the convergent validity for
relative advantage, compatibility, complexity, NB, information, price, self-efficacy, attitude, SN, PBC
and channel-switching intention (AVE was in the range from 0.86, 0.94, 0.77, 0.89, 0.91, 0.89, 0.87,
0.94, 0.93, 0.82 and 0.83, respectively) (Table 3).
Structural Model
PLS can evaluate theoretical hypotheses as well as indicate the existence of relationships for further
testing (Chin, Marcolin & Newsted, 2003). Partial least squares can be used in estimating latent structural models that are indirectly observed by multiple indicators for theory testing and development as
well as offering predictive applications (Anderson & Gerbing, 1998). The focus of the assessments
of structural paths in PLS is on the inner model and the significance of the paths can be measured by
bootstrapping critical ratios.
In the structured model of this study, all constructs had reflective items, as depicted in Figures 2
and 3. The significance of the reflective outer-measurement model via bootstrapped t-values of item
loadings was assessed. The bootstrapping method of sampling was used to estimate the precision
of the reflective outer-measurement models. Bootstrap t-values were computed on the basis of 500
bootstrapping runs. The model parameters as depicted in Figures 2 and 3 were estimated using the
SmartPLS with the focus here on the inner results as they relate directly to the hypotheses. Thus, an
examination for each exogenous and endogenous constructs of the model was undertaken via path weight
coefficients, standard error, R2 and bootstrap critical ratios (t-values).
The primary evaluation criteria for the structural model are the R measures and the level and
significance of the path coefficients (Lohmller, 1989). Because the goal of the prediction-oriented
PLS-SEM approach is to explain the endogenous latent variables variance, the key target constructs
level of R should be high (Lohmller, 1989). The judgement of what R level is high depends, however,
on the specific research discipline (Hair et al., 2011), whereas R results of 0.20 are considered high in
disciplines such as consumer behaviour (Hair et al., 2011).
With the collected data from the survey, consumer channel-switching behaviour is predicted
in regards to the Internet and brick-and-mortar stores channels. All the dimensions are included
in the final data analysis, except for the three dimensions for Internet channel (first item of complexity
and items five and six of NB). Also five dimensions for brick-and-mortar stores (second item of
complexity, first and last items of information and third and fifth items of SN) were removed because
of factor loadings less than 0.7. After these low items were extracted, factors were analyzed again
and sufficient supports of reliability and validity of the measurement scales were achieved. As the
measurement assessment supported the validity and reliability of measured items, a series of hypothesis
tests proposed in the model are followed using SmartPLS techniques.
504
Figure 2. Channel-switching Intention Using the TPB Model: Research Model for Channel-switching Behaviour
(Internet)
Notes: * p < 0.1; ** p < 0.05; *** p < 0.01.
505
Madahi and Sukati
Figure 3. Channel-switching Intention Using the TPB Model: Research Model for Channel-switching Behaviour
(brick-and-mortar stores)
Notes: * p < 0.1; ** p < 0.05; *** p < 0.01.
506
Hypothesis Testing: Internet

Hypotheses are tested in the following discussion for consumer channel-switching intention from the
Internet to a brick-and-mortar store. Relative advantage, compatibility and complexity were the exogenous (independent) latent constructs that were utilized to predict attitude as endogenous (dependent)
latent construct towards channel-switching intention in the Internet channel. The results in Table 4 and
Figure 2 indicate that compatibility and complexity have a positive and strong relationship with attitude
(b = 0.37 and 0.36 and t-values = 4.90 and 7.77, respectively) (p < 0.01) and support H2a and H3a.
Somewhat unexpectedly, relative advantage does not influence attitude because path coefficient and
t-value are not significant; therefore, the findings do not support H1a (relative advantage on attitude), but
H2a and H3a (compatibility and complexity) will significantly predict attitude towards switching channel
from the Internet to brick-and-mortar stores. The results show that NB with t-value = 16.12 and b = 0.59
(p < 0.01) strongly and significantly influence SN. Thus, the results support H4a, which declared that NB
positively influenced SN towards channel switching from the Internet to brick-and-mortar stores.
Information, price and self-efficacy were the exogenous constructs that were used to predict PBC.
Findings indicated that self-efficacy with t-value of 7.79 and b = 0.36 (p < 0.01), information with
t-value of 2.51 and b = 0.19 (p < 0.05) and price with t-value of 1.71 and b = 0.11 (p < 0.1) positively
and significantly affected PBC. Self-efficacy influenced PBC more significantly. Thus, the results
revealed that H5a (information), H6a (price) and H7a (self-efficacy) positively affected PBC towards
channel-switching intention from the Internet to brick-and-mortar stores.
Attitude, SN and PBC were the exogenous constructs for the endogenous construct channel-switching
intention. The results show that attitude (t-value = 4.43 and b = 0.22) and SN (t-value = 6.35 and
b = 0.41) positively and significantly affected consumers channel-switching intention. The path coefficient between these three variables and channel-switching intention was significant at 0.01. However,
PBC (t-value = 0.68 and b = 0.03) did not predict consumers channel-switching intention. Therefore,
H8a (attitude) and H9a (SN) positively affected channel-switching intention from the Internet to brickand-mortar stores (Table 4 and Figure 2).
Table 4. Results of Hypotheses Testing: Internet
Predicted Variables
Predictor Variables
Hypothesis
Path
Weight
Standard
Error
Attitude
Relative Advantage
Compatibility
Complexity
Normative Belief
Information
H1a
H2a
H3a
H4a
H5a
0.09
0.37***
0.36***
0.59***
0.19**
0.06
0.08
0.05
0.04
0.07
1.40
4.90
7.77
16.12
2.51
Price
Self-efficacy
Attitude
H6a
H7a
H8a
0.11*
0.36***
0.22***
0.07
0.05
0.05
1.71
7.79
4.43
Supported
Supported
Supported
Subjective Norm
H9a
0.41***
0.06
6.35
Supported
Perceived
Behavioural Control
H10a
0.03
0.04
0.68
Not Supported
Subjective Norm
Perceived
Behavioural Control
Channel-switching
Intention
Channel-switching
Intention
Channel-switching
Intention

Notes: * Significant at p < 0.1; ** significant at p < 0.05; *** significant at p < 0.01.
t-values
Not Supported
Supported
Supported
Supported
Supported
507
Madahi and Sukati

Table 5. Results of Hypotheses Testing: Brick-and-mortar Stores
Predicted Variables
Predictor Variables
Attitude
Relative Advantage
Compatibility
Complexity
Subjective Norm
Normative Belief
Perceived Behavioural Information
Control
Price
Self-efficacy
Channel-switching
Attitude
Intention
Channel-switching
Subjective Norm
Intention
Channel-switching
Perceived
Intention
Behavioural Control
Hypothesis
Path
Weight
Standard
Error
t-Values
H1b
H2b
H3b
H4b
H5b
0.44***
0.36***
0.03
0.80***
0.30***
0.08
0.08
0.02
0.02
0.06
5.70
4.45
1.37
39.48
5.14
H6b
H7b
H8b
0.30***
0.22***
0.33***
0.05
0.04
0.07
5.57
5.20
4.57
Supported
Supported
Supported
H9b
0.29***
0.06
4.71
Supported
H10b
0.01
0.04
0.08
Not Supported
Supported
Supported
Not Supported
Supported
Supported

Notes: * Significant at p < 0.1; ** significant at p < 0.05; *** significant at p < 0.01.
Hypothesis Testing: Brick-and-mortar Stores

The findings indicated that relative advantage and compatibility with b = 0.44 and 0.36 and t-values =
5.70 and 4.45, respectively, significantly affected attitude towards channel-switching intention from
brick-and-mortar stores to the Internet channel. Thus, H1b (i.e., relative advantage) and H2b
(i.e., compatibility) positively affected behavioural attitude towards channel-switching from brick-andmortar stores to Internet. On the other hand, complexity did not affect attitude with insignificant
path coefficient (b = 0.03 and t-value = 1.37); thus, H3b was not supported. Based on the results, NB
(b = 0.80 and t-value = 39.48) strongly and significantly affected SN. Hence, H4b was supported.
As summarized in Table 5, information with b = 0.30 and t-value = 5.14; price with b = 0.30 and
t-value = 5.57; and self-efficacy with b = 0.22 and t-value = 5.20 positively and importantly affected
PBC. Thus, H5b, H6b and H7b positively and significantly affected PBC towards channel-switching
from the brick-and-mortar stores to the Internet. In addition, the results revealed that attitude (t-value =
4.57 and b = 0.33) and SN (t-value = 4.71 and b = 0.29) positively and significantly affected channelswitching intention from brick-and-mortar stores to the Internet. Hence, H8b and H9b were supported.
Only PBC did not affect channel-switching intention with b = 0.01 and t-value = 0.08. Therefore, H10b
was not supported (Table 5 and Figure 3).
Discussion and Conclusion

In addition, the present study provides evidence of consumers channel-switching intention focusing on
the effect of attitude, SN and PBC on switching intention. Based on the data analyses and findings, it can
be notified that exogenous variables in both Internet and brick-and-mortar stores channels have differences as well as similarities while predicting channel-switching intention. In the current study, relative
508
advantage, compatibility and complexity are three exogenous constructs which differently predicted
attitude towards channel-switching intention in both channels (Internet and brick-and-mortar stores).
The significant effect of relative advantage on attitude towards channel-switching intention from
brick-and-mortar stores to Internet is not surprising given the fact that the extrinsic benefits of using
Internet channels are numerous for those consumers who prefer online shopping. Some of the benefits
are faster and convenient execution of online transactions, lower economic cost (reduced commuting and
time saving), convenient online access to product information, etc. The results of this study imply that
individuals form positive attitude towards channel-switching intention from stores to use Internet
because of these benefits. The significant effect of attitude on intention found in this study and also in
other studies (Ajzen & Fishbein, 1985; Pookulangara et al., 2011; Shim et al., 2001) implies that before
individuals start using the Internet channel, a positive attitude towards the technology needs to be formed.
The benefits, such as convenient and economic gains as well as time saving, can be highlighted as
positive features of the Internet channel (Jepsen, 2007; Morton, Zettelmeyer & Silva-Risso, 2001;
Ratchford, Lee & Talukdar, 2003; Zettelmeyer, Morton & Silva-Risso, 2006). Retailers and marketers in
Malaysia should continue publicizing these benefits so that customers and potential customers will
develop a positive attitude towards the Internet channel.
The linkage between compatibility and attitude has also been found in other studies (e.g., Rogers,
1983; Taylor & Todd, 1995; Tornatzky & Klein, 1982). This finding suggests that a positive attitude
towards channel-switching intention in the Internet and brick-and-mortar stores channels can be developed by highlighting the compatibility of the technology as well as traditional stores with individual
existing values and needs. Communicating, working and entertaining online and stores shopping reflect
the current and future lifestyle. Some of the consumers prefer online shopping due to the fact that they
are accessed to more and faster product information through Internet channel. On the other hand, some
of the consumers change channel from Internet to store because they are more comfortable with
store and the traditional channel is more compatible with most of Malaysian consumers lifestyle. In
addition, some of the consumers use both Internet and brick-and-mortar stores channels to decrease
cost of shopping (e.g., consumers searching for information through online and purchase in a store).
As already mentioned, complexity significantly predicted attitude towards channel-switching intention from the Internet to brick-and-mortar stores, but did not affect attitude towards channel-switching
intention from store to the Internet channel. It shows that the Internet channel is still not very easy to use
for most of the Malaysian consumers and they preferred to switch channels from the Internet to stores
due to the complexity of the Internet channel. As a result, consumers change channel from the Internet
to stores because brick-and-mortar store is more compatible with their lifestyle and is easier to use. The
findings imply that retailers and marketers need to make the Internet channel easy to use; otherwise,
consumers will prefer to use the store channel.
One interesting aspect of this finding is the great effect of relative advantage compared to complexity
on attitude towards channel-switching intention from brick-and-mortar stores to the Internet. This suggests the significant role of relative advantage (usefulness) over complexity in influencing individuals
attitude to change channel from stores to the Internet channel. We believe, with respect to increasing
a positive attitude towards using the Internet channel, more stress should be put in emphasizing the usefulness of Internet channel. It does not mean that we should abandon the efforts to make the Internet
channel easy to use. It indicates a higher need to promote the usefulness (relative advantages) of the
online shopping and Internet channel over its complexity.
In the current study, NB (friends, family and co-workers) strongly predicted SN towards channelswitching intention in both the channels (Tables 4 and 5). Previous research works have indicated that
NB also directly and positively affects SN in both online and store purchase intention studies
509
Madahi and Sukati
(Bhattacherjee, 2000; Evans, Christiansen & Gill, 1996; Lim & Dubinsky, 2005). From a practitioner
standpoint, these findings suggest that there are three reference groups who influence an individual
to change channel from Internet to brick-and-mortar stores channel or from stores to Internet channel.
Thus, taking these reference groups into account, more effective advertising and promotional efforts
can be developed. The results underscore the importance of using positive testimonials from these
reference groups to promote either Internet or brick-and-mortar store channel.
Perceived behavioural control as an endogenous construct was predicted by self-efficacy and facilitating condition as exogenous constructs. Information was a significant exogenous construct for PBC
regarding channel-switching intention in both the channels. Previous studies have shown that consumer
information about product, services and channels would lead them to decide in order to choose a channel/
multichannel or otherwise (Klein, 1998; Swinyard & Smith, 2003). Besides, prior research works on
channel-switching behaviour indicated that consumers perceptions of channel switching were significantly affected by their knowledge and information about channels (Mathwick, Malhotra & Rigdon,
2002; Noble, Griffith & Weinberger, 2005; Verhoef et al., 2005). Based on the results, in this research,
the information affected PBC more significantly in regards to channel-switching intention from brickand-mortar stores to the Internet. It shows that if consumers have high availability of information
online, this will lead them to change channel from stores to the Internet. It can be also inferred that
Malaysian consumers knowledge and information about either Internet or brick-and-mortar stores
impacted on their decision to switch channels.
Perceived behavioural control was also influenced by price. Multichannel consumers are able to
compare price of channels and select the best one (Brooks, Kaufmann & Lichtenstein, 2008; Degeratu,
Rangaswamy & Wu, 2000). Previous studies have shown that consumers evaluate price of channels and
then choose/switch channel based on their findings (Grewal, Iyer, Krishnan & Sharma, 2003; Ramaprasad,
Douglas & Pillai, 2010). In addition, according to prior studies and in regards to associated cost with
collecting information of price comparison, the highest and lowest costly channels were brick-andmortar stores and Internet, respectively (Degeratu et al., 2000; Ramaprasad et al., 2010). However, in the
current research, price was positively associated with both the Internet and brick-and-mortar stores
channels, but findings have shown that price affected PBC more significantly in regards to channelswitching intention from brick-and-mortar stores to the Internet (Tables 4 and 5). It means that a high
product price and difficulty in terms of finding the lowest price in brick-and-mortar stores impacted
consumers PBC to change channel from stores to the Internet more significantly.
Self-efficacy is defined as concerned with judgments of how well one can execute courses of action
required to deal with prospective situations (Bandura, 1982). Self-efficacy is a persons judgement
about being able to perform a particular activity (Bandura 1977, 1982). Thus, self-efficacy reflects how
confident Malaysian consumers are about changing channel from brick-and-mortar stores to the Internet
and vice versa. Findings in this study have shown that self-efficacy was strongly and positively associated with PBC regarding channel-switching intention in both the channels. This finding implies
that efficacy or confidence to switch channel and use either Internet or brick-and-mortar stores channel.
In the case of Internet channel, among Malaysian consumers, lack of confidence in using a new software
may suggest an organizations need to provide additional training to their employees. The solutions
may not be so obvious. However, some suggestions are provided that might be used by retailers and
marketers to improve individuals self-efficacy towards using the Internet channel in Malaysia.
Attitude was an important predictor for both the Internet and brick-and-mortar stores channels.
Prior studies also supported that attitude significantly and positively impacted consumers intention
(Ajzen, 1991; Rhodes & Courneya, 2003; Shih & Fang, 2004; Shim et al., 2001). Malaysian consumers
changed channels from the Internet to brick-and-mortar stores and vice versa when a channel is
510
not favourable. The results of the study confirmed the role of attitude towards consumers channelswitching intention in regards to both the channels. This result is in line with previous findings of the role
of attitude towards online and offline consumers shopping behaviour and consumers channel-switching
behaviour (Abdul-Muhmin, 2011; Gopi & Ramayah, 2007; Kim & Park, 2005; Pookulangara & Natesan,
2010; Pookulangara et al., 2011; Shim et al., 2001; Wang, Chen, Chang & Yang, 2007). As discussed
earlier, relative advantage, compatibility and complexity differently affected attitude in the Internet
and brick-and-mortar stores channels. Retailers and marketers need to pay attention to these factors as
well as on attitude itself to find out how consumers behavioural attitude is influenced by these factors
and how attitude affects consumers channel-switching intention to whether switch channel from the
Internet to brick-and-mortar stores and vice versa.
Moreover, research works on relationship between SN and intention have shown different results.
Some of the researchers indicated that SN did not predicted intention in their studies and some other
investigators claimed that there is a strong and significant association between SN and consumers intention (Chau & Hu, 2001; Mathieson, 1991; Venkatesh & Davis, 2000). The statistical results were, in
general, consistent with the previous findings related to the stores and online shopping intention of consumers channel-switching intention (Nicholson et al., 2002; Pavlou & Fygenson, 2006; Pookulangara et
al., 2011; Ramayah et al., 2003). The results showed that SN had a significant influence on consumers
channel-switching intention. Thus, based on the findings of this research, Malaysian consumers are significantly influenced by judgement of other significant factors in order to switch channel from the
Internet to brick-and-mortar stores and vice versa.
Perceived behavioural control is the third component of TPB that predicts intention. Perceived
behavioural control refers to peoples perception of the ease or difficulty of performing the behaviour
of interest. In other words, it is an individuals confidence in his/her ability to perform the behaviour
intention based on the presence or absence of requisite resources and opportunities (Ajzen & Madden,
1986; Mathieson, 1991). Previous studies have claimed that consumers who perceived more capabilities
or ease are more likely to act on an intention and switch from one channel to other or be loyal with a
channel (Hsieh & Liao, 2011; Johnson et al., 2004; Shim et al., 2001; Wang et al., 2007). The results of
this study revealed that PBC did not predict channel-switching intention in both the Internet and brickand-mortar channels. Regarding consumers channel-switching intention, it can be inferred that when
Malaysian consumers perceived power, control beliefs and feel able to change channel from the Internet
to brick-and-mortar stores and vice versa, they are less likely to do so. These results are in line with
the findings of Pookulangara et al. (2011) (in the case of switching channel intention from the Internet
to stores/catalogue channel) and Lim and Dubinsky (2005) (an investigation on online shopping).
This study presents an investigation on consumers channel-switching intention in regards to two
channels (i.e., the Internet and brick-and-mortar stores) in Malaysia. In view of this, an imperative
theoretical contribution of this research is to study and develop the understanding of Malaysian
consumers channel-switching behaviour by applying TPB. Academically, this study extends the application of the TPB model to consumers channel-switching behaviour in Malaysia. This research is also
important because the study on consumers channel-switching behaviour is still new and needs further
investigation (Choi & Park, 2006; Kim & Park, 2005; Pookulangara et al., 2011). On the other hand,
the numbers of multichannel consumers are rising; hence, it is necessary to study consumer channelswitching behaviour with regard to the Internet and/or brick-and-mortar stores channels (Pookulangara
et al., 2011). In addition, since this study is carried out in Malaysia, the current study extends the existing
body of knowledge related to the TPB. Indirectly, the current research examines the robustness of the
theory in its capability to measure adoption intentions within different sampling frames. Finally, the
study has utilized a well-grounded theory and, therefore, contributed to our understanding of factors
that are relevant to the acceptance of consumers channel-switching behaviour in Malaysia.
511
Madahi and Sukati
This research decomposed the attitudinal structure of individuals intention to adopt consumers
channel-migrating behaviour by considering two channels (traditional stores and especially Internet as
a new technology). This provides more precise understanding of the antecedents of adoption (Taylor &
Todd, 1995). Better understanding of these factors assist retailers and marketing executives in determining which ones are important to their customers intention to adopt consumers channel-switching
behaviour in regards to Internet and brick-and-mortar stores channels. This also helps retailers and marketing executives to formulate strategies that could significantly affect channel-switching adoption
among their consumers. Many multichannel consumers among these two channels (i.e., Internet and
brick-and-mortar stores) in developing countries might share the same exposure, experience or go
through the same phase of progress in their channel-switching behaviour endeavours as consumers that
would change the channel from Internet to brick-and-mortar stores or vice versa as consumers channelmigrating behaviour in Malaysia. Since consumers in other developing countries may share the same
issues faced by the Malaysian consumers, it is expected that the finding from this research will
help retailers and marketing executives in other developing countries in understanding the consumers
channel-migrating behaviour by considering Internet and brick-and-mortar stores channels in the
current study as well.
Implications and Recommendations

From a theoretical perspective, the results of this dissertation have an important implication for the
theory of planned behaviour. Theory of planned behaviour (Ajzen, 1991) was chosen as the guiding
framework for this study. Theory of planned behaviour was decomposed for several reasons. By decomposing attitudinal structure, it is expected to have a higher explanatory power and a more precise understanding of the antecedents of behaviour (Taylor & Todd, 1995). Limitations of the TPB influenced
researchers to decompose the TPB model. In the TPB, the belief structures are typically combined
into unidimensional constructs. This integration of beliefs has been subject to criticisms. Combining
multidimensional beliefs structures into a unidimensional construct can cause difficulty in interpretation specificity (Bagozzi, 1981; Shimp & Kavas, 1984). For instance, based on a review of literature on
innovation adoption, the three key determinants of the adoption decision are perceptions of relative
advantage, compatibility, and complexity (Rogers, 1983; Tornatzky & Klein, 1982). Internet is one of the
innovation adoptions that is used by consumers for online shopping. Thus, as one of the channels of this
study was the Internet, three dimensions (relative advantage, compatibility and complexity) were implied
to evaluate the effect of attitude towards channel-switching intention.
Additionally, results of the study demonstrated once again the robustness of the decomposed TPB
for helping to explain consumers channel-switching behaviour. Other studies have also successfully used the TPB as a theoretical framework from which to explain intention towards multichannel
shopping behaviour or channel-switching behaviour (Chau & Hu, 2002; Chiu et al., 2011; Lohse &
Spiller, 1998; Stone et al., 2002; Vijayasarathy, 2002; Yang et al., 2007). As more and more studies of
Internet purchasing behaviour and its antecedents are done within the TPB framework, we are more able
to discover and confirm which antecedents are most important, helping us build a robust theory of
channel-switching behaviour.
Attitude is anchored to relative advantage, compatibility and complexity and SN was influenced by NB.
Normative belief is defined as the influence of reference group in order to perform behaviour (Amin &
Ramayah, 2009; Fishbein & Ajzen, 1975). Previous studies of consumer shopping behaviour and channelswitching behaviour indicated that SN is influenced by NB (George, 2004; Lim & Dubinsky, 2005;
512
Ryan & Bonfield, 1980). Findings of this research also confirmed that NB is a very strong predictor of
SN towards channel-switching intention in both the channels.
Furthermore, in the pure TPB model, the path from PBC to intention has failed to achieve significance. Ajzen and Madden (1986) claimed that the PBC is less likely to be related to intention. This
suggests that the relationship of PBC to intention is tenuous and merit further investigation. According
to the measurement of this study, PBC also did not predicted channel-switching intention in both
the channels. Additionally, two components were encompassed in the decomposed TPB model.
Both facilitating conditions (price and information) and self-efficacy were significant determinants of
PBC in this study. Price and information are known as facilitating conditions which predict PBC (Taylor
& Todd, 1995; Triandis, 1980). Previous studies have shown that facilitating conditions affected
PBC (Noble & Phillips, 2004; Park, Klein, Smith & Martell, 2009; Stigler, 1961; Yang et al., 2007). This
is also conformed in the current research. Taylor and Todd (1995) found that self-efficacy predicted
intention to use a wide range of technologically advanced products. Thus, an individual with a confident
command of computer skills and familiarity with the Internet is more inclined to adopt Internet banking.
Findings in this study indicated that self-efficacy affected PBC with respect to the Internet and
brick-and-mortar channels.
The results of this study show that attitude and SN significantly affected consumers channelswitching intention regarding Internet and brick-and-mortar stores channels. The successful validation
of these constructs on channel-switching intention demonstrates that the TPB model is well founded.
In addition, from the viewpoint of consumers channel-switching behaviour in Malaysia, this study
contributes positively to research utilizing a well-grounded theory.
Practical Implications
The decomposition of attitude suggests three antecedents of attitudes: relative advantage, compatibility
and complexity. To build a positive attitude towards Internet channel, retailers and marketers need
to publicize the benefits and advantages associated with online shopping such as faster and higher
availability of product information, lower economic cost, etc. Results of this study showed that
98.2 per cent purchased their products from brick-and-mortar stores in the last 1 year; this confirms
that the store channel is well suited to the Malaysian consumers lifestyle. On the other hand, only
39 per cent of Malaysian consumers purchased their products/services online in the last 1 year. Therefore,
the Internet channel also needs to be highlighted as compatible with an individuals existing values
and needs. Findings of this investigation revealed that Malaysian consumers switched from the
Internet channel to brick-and-mortar stores because they perceived that online shopping is complex and
not easy to use. Doing financial transactions online can be linked to the current and future lifestyle where
communication, work and entertainment are done online. To promote this positive attitude, retailers
and even the government need to make the technology easy to use. Familiar interface designs may be
one step towards this objective.
The findings of this study revealed that SN (i.e., the perceived social pressure to perform or not to
perform a behaviour) significantly affected consumers channel-switching intention in both the Internet
and brick-and-mortar stores channels. Hence, it can be indicated that individuals channel-switching
intention in both channels was influenced by people who are closest to them. The decomposition of SN
revealed that friends, family members and co-workers could influence individuals to change the Internet
channel as well as the brick-and-mortar stores channel. Thus, advertising and promotional efforts by
retailers need to take into account these reference groups who shape consumers norms. In addition,
513
Madahi and Sukati
retailers and marketers may consider using positive testimonials from these reference groups to
promote each of the Internet and brick-and-mortar stores channels. In addition, reference group is the
significant parameter that affects some of the related marketing strategies such as customer relationship management, word of mouth and e-word of mouth. Thus, these strategies influence channelswitching behaviour and need to be considered by retailers and marketers as tools for an integral part of
their marketing strategy.
Information significantly affected PBC regarding channel-switching intention in both the channels.
Results of this research showed that consumers were influenced more significantly by information to
switch channel from brick-and-mortar stores to the Internet. It confirmed the significant role of information on the Internet channel. In addition, the role of information in brick-and-mortar stores cannot be
ignored. Thus, consumers utilize all the possible shopping channels for information search; multichannel
retailing strategies can promote channel adoption and usage for both information search and purchase,
thereby increasing customer satisfaction and customer loyalty (Biswas, 2004).
Moreover, although online search engines allow consumers to search for a product and the related
information across stores more easily than in conventional stores, they nevertheless require consumers
to spend time evaluating pages of search results. There is much evidence of visitors to sites becoming
frustrated and abandoning their search for information or even their desire to buy something. Many
customers simply give up on their attempts to do business with companies online. For example, some of
the online shoppers do not like to make a purchase because the sites are too difficult to navigate and
searching for information is not easy either (Hercz, 2000). The obvious conclusion is that many companies make it very difficult for visitors to use the Internet channel for searching for the desired information
and to conclude the business. Thus, the Internet retailers should exert greater effort to make their sites
more search friendly with easy navigation. Retailers and companies can also invest in technologies that
search for the right information and retrieve the information as quickly as possible on behalf of the
customer. In addition, multichannel retailing through online and offline channels can satisfy and attract
more customers by providing a combination of information (through online and brick-and-mortar stores
channels) to have better interaction with their consumers. As a result, this knowledge should provide
retail managers a more targeted approach to managing satisfaction efforts for this segment.
Price is a critical factor which is always significantly considered by consumers in their decisionmaking for shopping and switching of channels. Higher price of information searching and/or purchasing of channels will lead to changing of channels by consumers. The cost of brick-and-mortar stores
is higher than the cost of the Internet channel (Berry et al., 2002; Brooks et al., 2008; Degeratu et al.,
2000; Ramaprasad et al., 2010). However, findings of this study also indicated that price influenced
PBC regarding channel-switching intention in both the channels, but the effect of price on channelswitching intention from brick-and-mortar stores to the Internet channel was more significant. Therefore,
consumers who prefer to switch to the online channel have significantly higher price intentions
than those who prefer to change channels from the Internet to brick-and-mortar stores. The respondents
appeared to value the potential for finding lower prices if they shop through the electronic channel.
Online shoppers therefore tend to be more sensitive to price, possibly leading to a more price-sensitive
segment in retailing.
Many brick-and-mortar companies should be advised to improve their easy accessibility of alternative price information, such as those seen at the online stores as well as on other online sites. In this
respect, retailers can set up different technological advances, such as Web-based outlets, to differentiate
the price-sensitive consumers from the price-insensitive ones. In addition, the difference in pricesearch intentions appeared to be a very influential factor for consumer channel switching, indicating that
seeking for low-priced products could be an important objective of consumers who shop for products
514
through the Internet channel. Thus, if online retailers want to be successful, they should stock sufficient
lower priced product alternatives or offer more sales promotions.
Additionally, the findings suggest that the Internet channel (e.g., online websites) should be easy to
navigate and interact with, so consumers can concentrate on the Internet channel. Consumers who feel
confident about their skills of using the internet to shop are more likely to make purchases online; for
the less confident consumers, help and assistance tools are essential in building up their skills and in
increasing their willingness to purchase online. Online shopping can be appealing to consumers who
seek convenience and perceive greater advantages in online shopping over shopping in traditional
stores. It can be concluded that the design of the online channel must be able to deliver advantages such
as useful product information and easy to compare products and prices online.
As retailing channels are expanding, retail managers are faced with the prospects and problems associated to channel proliferation and channel migration among their customer base (Rangaswamy &
Bruggen, 2005). Retailers might be required to manage the progressively more difficult task of making
a decision on which particular channels to use to reach their consumers and how to valuably organize
their selected channel assortment (Marcus & Collins, 2003). Retailers are also faced with the challenge
of encouraging customers to switch from higher cost, lower valued channels to lower cost, higher valued
ones and managing changing consumer preferences across these channels (Thomas & Sullivan, 2005).
In general, the Internet retail is unlikely to completely replace traditional brick-and-mortar retail
(Montoya-Weiss, Voss & Grewal, 2003); in reality, traditional stores are expanding their reach through
the Internet channel by implementing multichannel strategies. Thus, the findings in this study may
have significant implications for the retailing industry, including pure players and traditional brick-andmortar businesses. Besides, it seems worthwhile to offer customers multiple transaction channels. Using
multiple channels potentially broadens the customers exposure and access to the retailers offerings
(Montoya-Weiss, Glenn & Dhruv, 2003). It also gives customers greater control when they can pick the
channel that fits their needs, given their situation (Hui & Roy, 2002; Meuter et al., 2005). The contextdependent nature of value indicates that individual customers may value the same thing differently
at different times in different ways; the offering of multiple channels will increase the chance that customers find a suitable channel to fulfil their (temporary) needs. For multichannel retailers, it is a strategic
decision to stimulate online and/or offline purchasing. For them, the financial costs need to be set off
against its financial gains. Understanding how each channel provides value to customers is just a first
step to optimize the channel mix. The challenge is to leverage and coordinate the strengths of online and
offline channels to increase the overall value for customers (Montoya-Weiss et al., 2003). The creation
of value to customers needs to be contrasted against its financial consequences. More sophisticated
financial models may incorporate the acquisition and retention costs/revenues of individual customers
using channels (cf. Bolton et al., 2004; Verhoef et al., 2005). Despite the high acquisition costs (i.e., costs
of attracting a customer), the online channel may be preferred, as it has been found that it attracts more
loyal customers (Shankar, Urban & Sultan, 2002; Verhoef et al., 2005).
Limitations and Future Research

As with any study, there are limitations to this research. First, in the current investigation, attitude
was measured by three components (relative advantage, compatibility and complexity). As previous
researchers contend with respect to multichannel consumer behaviour and channel-switching behaviour
by using TPB, attitude can be measured by other dimensions, such as the hedonic and utilitarian
515
Madahi and Sukati
behavioural belief scale (Pookulangara & Natesan, 2010; Voss, Spangenberg & Grohmann, 2003).
As such, future research should incorporate hedonic and utilitarian constructs into a broader TPB model
on analyzing the impact of attitude on channel-switching intention.
Second, in this research, Malaysian consumers channel-switching behaviour was evaluated only in
two channels (Internet and brick-and-mortar stores channels). Technology is in constant progress; new
devices, such as tablets, are available to browse for products and mobile apps to shop online are becoming popular among consumers; as technology is progressing and mobile online sales are increasing,
consumers shopping habits are also changing. Younger generations have great technology assimilation
and are growing with an online culture; therefore, understanding mobile commerce and its potential is
fundamental. Catalogue is the other suggested channel that can be examined. Therefore, it is recommended that future researchers study Malaysian consumers channel-switching behaviour by examining
each of the individual channels (e.g., catalogue, mobile phone, tablet and brick-and-mortar stores). In
addition, future studies are suggested to examine less pair similar channels (e.g., catalogue and brickand-mortar stores; brick-and-mortar stores and Internet by applying new online shopping devices, such
as mobile phone as well as tablets).
Third, in this study, the questionnaire was collected from Malaysian consumers in two regions of the
country (i.e., Klang Valley and Penang), and this could lead to differences in the parameters under study
(Safiek & Hayatul, 2009). Besides, as one of the main channels in this study is the Internet and according
to Sulaiman, Ng and Mohezar (2008), students are more familiar with the Internet and computer usage
compared to other groups. Thus, it is suggested that future researchers examine Malaysian consumers
channel-switching behaviour by using students as the respondents for each region separately.
Fourth, to measure channel-switching search and purchase behaviour, respondents were asked to
recall how many times during the last 6 months they had changed channel while searching for a product
or service or purchased goods or services from Internet to brick-and-mortar stores channels and vice
versa. These measures are subject to recall errors and do not require subjects to list actual purchases
through these channels or products/services that they searched for. Additionally, the scaling for these
variables ranged from never in the last 6 months to more than 15 times in the last 6 months which
might have caused a ceiling effect given that consumers might have searched for a product/service more
than 15 times in a day. Future researchers in this area might try to collect a time component to these
measures by asking respondents to indicate how much time, on average, they have spent searching for
products within a specific channel and then changed channel in the last 6 months (a similar question
could be asked for purchasing behaviours). These measures also did not measure search or purchasing
effort, which should be included in future research endeavours.
Finally, in an attempt to understand consumers channel-switching behaviour at a general level, consumers were not directed to respond in relation to a specific product. Consumers are often presented with
a product decision prior to channel selection/switching, which presents a limitation to the work. Although
Mathwick, Malhotra and Rigdon (2002) indicated that many consumers select a retail channel first,
which eventually results in a shopping decision, research focusing on the product/channel decisionmaking process would significantly enhance the understanding of this critical issue. It can be noted that
the nature of the product could determine channel selection as well as channel-switching behaviour.
Products that consumers feel need to be seen, touched, tasted, tried on, etc., prior to purchase are more
likely to be purchased through different channels than products that are electronically conveyable
or have limited distribution. As such, future research should explore consumers channel-switching
behaviour as it relates to specific purchases and products.
516
Appendix
Measurement Scales
Construct
Scale
Relative Advantage
It is important to me to choose a channel that has more advantages than

disadvantages.
It is important to me to choose a channel that will offer me any new benefits.
I choose a channel that makes it easier for me to do my shopping activities.
I choose a channel that allows me to manage my shopping activities more efficiently.
I use a channel that is compatible with my lifestyle.
I use a channel that fits well with my lifestyle.
I use a channel that is compatible with the way I like to do shopping activities.
I use a channel that is difficult to learn.
I use a channel that is easy to operate.
I use a channel that is frustrating to learn.
My friends would think that I should change from channel A1,2 to channel B1,2.
My family would think that I should change from channel A1,2 to channel B1,2.
My co-workers would think that I should change from channel A1,2 to channel B1,2.
My friends approve of my changing from channel A1,2 to channel B1,2.
My family approves of my changing from channel A1,2 to channel B1,2.
My co-workers approves of my changing from channel A1,2 to channel B1,2.
Less availability of product information through online/store leads to change channel
from channel A1,2 to channel B1,2.
I change channel A1,2 to channel B1,2 because searching information through online/
store wastes my time.
Lack of great deal of online/store information will cause to change channel from
channel A1,2 to channel B1,2.
High difficulty in terms of availability of online/store information leads to change
channel from channel A1,2 to channel B1,2.
The highest product price through online/store leads to change channel from channel
A1,2 to channel B1,2.
Price comparison will lead to change channel from channel A1,2 to channel B1,2.
Difficulty in terms of finding the lowest price through online/store causes to change
channel from channel A1,2 to channel B1,2.
I know enough to change from channel A1,2 to channel B1,2 on my own.
If I wanted to, I could easily change from channel A1,2 to channel B1,2 on my own.
I would feel self-confident to change from channel A1,2 to channel B1,2 on my own.
I think changing from channel A1,2 to channel B1,2 is good.
Changing from channel A1,2 to channel B1,2 is wise.
Using channel B1,2 instead of channel A1,2 is good.
People who influence my behaviour think that I should change from channel A1,2
to channel B1,2.
People who are important to me think that I should change from channel A1,2
to channel B1,2.
People whose opinions I value think that I should change from channel A1,2
to channel B1,2.
People who are close to me think that I should change from channel A1,2
to channel B1,2.
People who influence my decisions think that I should change from channel A1,2
to channel B1,2.
Compatibility
Complexity
Normative Belief
Information
Price
Self-efficacy
Attitude
Subjective Norms
517
Madahi and Sukati

Construct
Scale
Perceived Behavioural
Control
I would be able to change from channel A1,2 to channel B1,2.

I have the resources, knowledge and ability to change from channel A1,2 to
channel B1,2.
Changing channel A1,2 to channel B1,2 is entirely within my control.
Channel-switching
Intend to change to channel B1,2 from channel A1,2 while shopping.
Plan to change to channel B1,2 from channel A1,2 for all my shopping.
Intention
Given the chance, I predict I will change to channel B1,2 from channel A1,2
in the future.
Where channel A1: Internet, channel A2: brick-and-mortar stores, channel B1: brick-and-mortar stores and
B2: Internet.
Acknowledgement
The authors are grateful to the anonymous referees of the journal for their extremely useful suggestions to improve
the quality of the article. The second author would also like to express his gratitude to Universiti Teknologi Malaysia
(UTM), which provided him the opportunity to do PhD and broaden his academic and business horizons.
References
Abdul-Muhmin, A.G. (2011). Repeat purchase intentions in online shopping: The role of satisfaction, attitude, and
online retailers performance. Journal of International Consumer Marketing, 23(1), 520.
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In J. Kuhi & J. Beckmann (Eds), Action
control: From cognition to behavior (pp. 1139). Heidelberg: Springer.
. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50(2),
197211.
. (2002). Perceived behavior control, self-efficacy, locus of control, and the theory of planned behaviour.
Journal of Applied Social Psychology, 3(4)2, 120.
. (2006). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved
22 March 2007, from http://www.people.mass.edu/aizen/tpb.html
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs,
NJ: Prentice-Hall, Inc.
Ajzen, I., & Madden, T.J. (1986). Predication of goal-directed behaviour: Attitude, intentions, and perceived
behavioural control. Journal of Experimental Social Psychology, 22(5), 453474.
Alba, J., Lynch, J.B., Weitz, C., Janiszewski, R., Lutz, A., Sawyer, & Wood, S. (1997). Interactive home shopping:
Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. Journal of Marketing,
61(2), 3853.
Albesa, J.G. (2007). Interaction channel choice in a multichannel environment, an empirical study. International
Journal of Bank Marketing, 25(7), 490506.
Amin, H., & Ramayah, T. (2009). SMS banking: Explaining the effects of attitude, social norms and perceived
security and privacy. The Electronic Journal on Information Systems in Developing Countries, 41(2), 115.
Anderson, J. C. & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended
Two-Step Approach. Psychological Bulletin, 103(3), 411423.
Ansari, A., Mela, C.F., & Neslin, S.A. (2008). Customer channel migration. Journal of Marketing Research, 65(1),
6076.
Baal, V., Sebastian, & Dach, C. (2005). Free riding and customer retention across retailers channels. Journal of
Interactive Marketing, 19(2), 7585.
518
Bagozzi, R.P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and
Social Psychology, 41(4), 607627.
. (1992). The Self-Regulation of Attitudes, Intentions and Behavior. Social Psychology Quarterly, 55(1),
178204.
Bagozzi, R.P., & Dholakia, U.M. (2002). Intentional social action in virtual communities. Journal of Interactive
Marketing, 16(2), 221.
Bagozzi, R. P. & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of
Marketing Science, 16(2), 7494.
Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product
utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 1230.
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2),
191215.
. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37(2), 122147.
Beiginia, A., Besheli, A.S., Ahmadi, M., & Soluklu, M.E. (2011). Examine the customers attitude to mobile banking
based on extended theory of planned behaviour (a case study in EN bank). International Bulletin of Business
Administration, 8(10), 2535.
Berry, L.L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(6),
117.
Bhattacherjee, A. (2000). Acceptance of e-commerce services: The case of electronic brokerages. IEEE Transactions
on Systems, Man and Cybernetics, Part A: Systems and Humans, 30(4), 411420.
Bickle, M.C., Buccine, R., Makela, C.J., & Mallette, D. (2006). Consumers uniqueness in home dcor: Retail
channel choice behavior. International Review of Retail Distribution and Consumer Research, 16(3), 317331.
Biswas, D. (2004). Economics of Information in the Web Economy: Towards a New Theory? Journal of Business
Research, 57(1), 724733.
Black, N.J., Lockett, A., Ennew, C., Winklhofer, H., & McKechnie, S. (2002). Modelling consumer choice of distribution channel: An illustration from financial services. International Journal of Bank Marketing, 20(4),
161173.
Blue, C.L., Wilbur, J., & Marston-Scott, M. (2001). Exercise among blue-collar workers: Application of the theory
of planned behavior. Research in Nursing and Health, 24(6), 481493.
Bock, G.W., Lee, J.N., Zmud, R.W., & Kim, Y.G. (2005). Behavioral intention formation in knowledge sharing:
Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. MIS
Quarterly, 29(1), 87111.
Brooks, C.M., Kaufmann, P.J., & Lichtenstein, D.R. (2008). Trip chaining behavior in multi-destination shopping
trips: A field experiment and laboratory replication. Journal of Retailing, 84(1), 2938.
Chang, M.K. (1998). Predicting unethical behavior: A comparison of the theory of reasoned action and the theory of
planned behavior. Journal of Business Ethics, 17(16), 18251834.
Chau, P.Y.K., & Hu, P.J.H. (2001). Information technology acceptance by individual professionals: A model comparison approach. Decision Science, 32(4), 699719.
. (2002). Investigating Healthcare Professionals Decisions to Accept Telemedicine Technology: An Empirical
Test of Competing Theories. Information and Management, 39(4), 297311.
Chen, L.D., Gillenson, M.L., & Sherrell, D.L. (2002). Enticing online consumers: An expended technology acceptance perspective. Information and Management, 39(8), 705719.
Chiu, H.C., Hsieh, Y. C., Roan, J., Tseng, K.J. & Hsieh, J.K. (2011).The Challenge for Multichannel Services:
Cross-Channel Free-Riding Behavior. Electronic Commerce Research and Applications, 10(2), 268277.
Cialdini, R.B., Kallgren, C.A., & Reno, R.R. (1991). A focus theory of normative conduct. Advances in Experimental
Social Psychology, 24(1), 201234.
Chin, W.W., Marcolin, B.P., & Newsted, (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption
study. Information Systems Research, 14(2), 189217.
Choi, J., & Park, J. (2006). Multichannel retailing in Korea: Effects of shopping orientations and information seeking
patterns on channel choice behaviour. International Journal of Retail & Distribution Management, 34(8),
577596.
519
Madahi and Sukati
Churchill, G.A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing
Research, 16(1), 6473.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology.
MIS Quarterly, 13(3), 319339.
Degeratu, A.M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of Research in
Marketing, 17(1), 5578.
Dholakia, R.R., & Uusitalo, O. (2000). Switching to electronic stores: Consumer characteristics and the perception
of shopping benefits. International Journal of Retail and Distribution Management, 30(10), 459469.
Dholakia, R.R., Zhao, M., & Dholakia, N. (2005). Multichannel retailing: A case study of early experiences. Journal
of Interactive Marketing, 19(2), 6374.
Dickerson, M.D. & Gentry, J.W. (1983). Characteristics of Adopters and Non Adopters of Home Computers. Journal
of Consumer Research, 10(9), 225235.
Downs, A. (1961). A theory of consumer efficiency. Journal of Retailing, 37(612), 5051.
Eastlick, M.A. & Feinberg, R.A. (1999). Shopping Motives for Mail Catalog Shopping. Journal of Business
Research, 45(3), 281290.
Elliott, M.A. & Ainsworth, K. (2012). Predicting University Undergraduates Binge-Drinking Behavior:
A Comparative Test of the One- and Two-Component Theories of Planned Behavior. Addictive Behaviors,
37(1), 92101.
Evans, K.R., Christiansen, T., & Gill, J.D. (1996). The impact of social influence and role expectations on shopping
center patronage intentions. Journal of the Academy of Marketing Science, 24(3), 208218.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Reading, MA: Addison-Wesley.
Fornell, C., & Cha, J. (1994). Partial least squares. In R.P. Bagozzi (Ed.), Advanced methods of marketing research
(p. 52). Cambridge, USA: Blackwell Publishers.
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 3950.
Fuller, M., Serva, M., & Benamati, J. (2007). Seeing is believing: The transitory influence of reputation information
on e-commerce trust and decision making. Decision Sciences, 38(4), 675699.
George, J.F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198212.
George, A., & Kumar, G.S.G. (2013). Antecedents of customer satisfaction in Internet banking: Technology acceptance model (TAM) redefined. Global Business Review, 14(4), 627638.
Gerrard, P., & Cunningham, J.B. (2003). The diffusion of Internet banking among Singapore consumers. International
Journal of Bank Marketing, 21(1), 1628.
Gopi, M., & Ramayah, T. (2007). Applicability of theory of planned behavior in predicting intention to trade online:
Some evidence from a developing country. International Journal of Emerging Market, 2(4), 348360.
Grabner-Krauter, S., & Kaluscha, E. A. (2003). Empirical Research in On-line Trust: a Review and Critical
Assessment. International Journal of Human-Computer Studies. 58(6), 783812.
Grewal, D., Iyer, G., Krishnan, R., & Sharma, A. (2003). The Internet and the price-value-loyalty chain. Journal of
Business Research, 56(5), 391398.
Gupta, A., Su, B.C., & Walter, Z. (2004). An empirical study of consumer switching from traditional to electronic channels: A purchase-decision process perspective. International Journal of Electronic Commerce, 8(3), 131161.
Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and
Practice, 19(2), 139151.
Hair, J.F., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate data analysis (5th ed.). Englewood
Cliffs, NJ: Prentice-Hall, Inc.
Harn, A. C. P., Khatibi, A. & Ismail, H. (2006). E-Commerce: A Study on Online Shopping in Malaysia. Journal
Social Science, 13(3), 231242.
Hasan, B. (2010). Exploring Gender Differences in Online Shopping Attitude. Computers in Human Behavior,
26(4), 597601.
Haque, A., & Khatibi, A. (2005). E-shopping: Current practices and future opportunities towards Malaysian
perspectives. Journal of Social Sciences, 1(1), 4146.
520
Hercz, R. (2000). Making it click. Canadian Business, 73(1), 1821.

Hsieh, J.Y., & Liao, P.W. (2011). Antecedents and moderators of online shopping behaviour in undergraduate students. Social Behavior and Personality, 39(9), 12711280.
Hui, M. K. & Roy, T. (2002). Perceived Control and Consumer Attribution for the Service Encounter. Journal of
Applied Social Psychology, 32(9), 18251844.
Inman, J.J., Venkatesh, S., & Rosellina, F. (2004). The roles of channel-category associations and geodemographics in channel patronage. Journal of Marketing, 68(1), 5171.
Jensen, K.L., Jakus, P.M., English, B.C., & Menard, J. (2004). Consumers willingness to pay for ecocertified wood
products. Journal of Agricultural and Applied Economics, 36(3), 617626.
Jepsen, A.L. (2007). Factors affecting consumer use of the Internet for information search. Journal of Interactive
Marketing, 21(3), 2134.
Johnson, E., & Greco, A. (2003). Customer relationship management and e-business: More than a software solution.
Review of Business, 24(1), 2528.
Johnson, E.J., Moe, W., Fader, P.S., Bellman, S., & Lohse G.L. (2004). On the depth and dynamics of online search
behavior. Management Science, 50(1), 299308.
Kamarulzaman, Y. (2008). Modelling Consumer adoption of Internet Shopping. Communications o the IBIM, 5(26),
217227.
Karahanna, E., Straub, D.W., & Chervany. N.L. (1999). Information technology adoption across time: A crosssectional comparison of pre-adoption and post-adoption beliefs. MS Quarterly, 23(2), 183213.
Keen, C., Wetzels, M., Ruyter, K., & Feinberg, R. (2004). E-tailers versus retailers: Which factors determine
consumers preferences. Journal of Business Research, 57(7), 685695.
Klein, L. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods.
Journal of Business Research, 41(3), 195203.
Kim, J., & Lee, H.-H. (2008). Consumer product search and purchase behaviour using various retail channels: The
role of perceived retail usefulness. International Journal of Consumer Studies, 32(6), 619627.
Kim, J., & Park, J. (2005). A consumer shopping channel extension model: Attitude shift toward the online store.
Journal of Fashion Marketing and Management, 9(1), 106121.
Kim, Y., & Kang, J. (1997). Consumer perception of shopping costs and its relationship with retail trends. Journal
of Shopping Center Research, 4(2), 2762.
Kim, Y.K., Kim, E.Y., & Kumar, S. (2003). Testing the behavioral intentions model of online shopping for clothing.
Clothing and Textile Research Journal, 21(1), 3240.
Kumar, V., Shah, D.S., Venkatesan, R. (2006). Managing retailer profitability one consumer at a time. Journal
of Retailing, 82(4), 277294.
Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform? Correlates
of multichannel shopping behavior. Journal of Interactive Marketing, 19(2), 4462.
Lau, S.M. (2002). Strategies to motivate brokers adopting on-line trading in Hong Kong financial market. Review
of Pacific Basin Financial Markets and Policies, 5(4), 471489.
Lawson, R. (2001). Integrating multiple channels. Chain Store Age, 77(4), 5873.
Lihra, T., & Graf, R. (2007). Multi-channel communication and consumer choice in the household furniture buying
process. Direct Marketing: An International Journal, 1(3), 146160.
Lim, H., & Dubinsky, A.J. (2005). Determinants of consumers purchase intention on the Internet: An application of
theory of planned behavior. Psychology & Marketing, 22(10), 833855.
Limayem, M., Khalifa, M. & Frini, A. (2000). What Makes Consumers Buy from Internet? A Longitudinal Study
of Online Shopping. IEEE Transactions on Systems, Man, and Cybernetics Part A: Systems and Humans,
30(4), 42132.
Lin, H.F., & Lee, G.G. (2004). Perceptions of senior managers toward knowledge-sharing behavior. Management
Decision, 42(1), 108125.
Lohmller, J.B. (1989). Latent variable path modeling with partial least squares. Heidelberg: Physica-Verlag.
Lohse, G.L., & Spiller, P. (1998). Electronic shopping. Communications of the ACM, 41(7), 8187.
Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in
Malaysia. International Business Research, 5(8), 153159.
521
Madahi and Sukati
Madahi, A., Sukati, I., Mazhari, M.Y., & Rashid, W.N. (2012). Consumer decision making styles amongst young
generation in Malaysia. European Journal of Social Sciences, 30(2), 263275.
Marcus, C. & Collins, K. (2003). Top-10 marketing processes for the 21st century. Retrieved 10 February 2006,
from https://gartner.jmu.edu/research/116400/116462
Mathieson, K. (1991). Predicting user intentions: Comparing the technology acceptance model with the theory
of planned behavior. Information Systems Research, 2(3), 173191.
Mathwick, C., Malhotra, N.K., & Rigdon, E. (2002). The effect of dynamic retail experiences on experiential
perceptions of value: An Internet and catalog comparison. Journal of Retailing, 78(1), 5160.
Meuter, M. L., Mary, J., Bitner, A. L., Ostrom, & Stephen W. B. (2005). Choosing among Alternative Service
Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies. Journal of Marketing, 69(1),
6183.
Millar, R., & Shevlin, M. (2003). Predicting career information-seeking behavior of school pupils using the theory
of planned behavior. Journal of Vocational Behavior, 62(1), 2642.
Mokhlis, S. & Salleh, H. S. (2009). Consumer Decision-Making Styles in Malaysia: An Exploratory Study of
Gender Differences. European Journal of Social Sciences, 10(4), 574584.
Montoya-Weiss, M.M., Glenn, B.V., & Dhruv, G. (2003). Determinants of online channel use and overall satisfaction with a relational multichannel service provider. Journal of the Academy of Marketing Science, 31(4),
448458.
Moore, G.C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an
information technology innovation. Information Systems Research, 2(3), 192222.
Morris, M.G., & Dillon, A. (1997). How user perceptions influence software use, decision support systems. IEEE
Software, (JulyAugust), 14(4), 5865.
Morton, F.M.S., Zettelmeyer, F., & Silva-Risso, J.M. (2001). Internet car retailing. The Journal of Industrial
Economics, 49(4), 501519.
Mumtaz, H., Islam, M.A., Ariffan, K.H.K., & Karim, A. (2011). Customers satisfaction on online shopping in
Malaysia. International Journal of Business and Management, 6(10), 162169.
Neslin, S.A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M.L., Thomas, J.S., & Verhoef, P.C. (2006). Challenges
and opportunities in multichannel consumer management. Journal of Service Research, 9(2), 95112.
Nicholson, Michael, Clarke, I., & Blakemore, M. (2002). One brand, three ways to shop: Situational variables
and multichannel consumer behavior. International Review of Retail, Distribution and Consumer Research,
12(2), 3148.
Noble, S. M., Griffith, D. A., & Weinberger, M. G. (2005). Consumer Derived Utilitarian Value and Channel
Utilization in a Multi-Channel Retail Context. Journal of Business Research, 58(12), 16431651.
Noble, S.M., & Phillips, J. (2004). Relationship hindrance: Why would consumers not want a relationship with
a retailer? Journal of Retailing, 80(4), 289303.
Noh, M. (2008). Consumers prior experience and attitudes as predictors of their online shopping beliefs, attitudes,
and purchase intentions in a multichannel shopping environment (Unpublished dissertation). Auburn, AL:
Auburn University.
Nunes, P. F. & Cespedes, F. V. (2003). The Customer Has Escaped. Harvard Business Review, 81(2), 96105.
Park, H.S., Klein, K.A., Smith, S., & Martell, D. (2009). Separating subjective norms, university descriptive and
injunctive norms and US descriptive and injunctive norms for drinking behavior intentions. Health
Communication, 24(8), 746751.
Parthasarathy, M. & A. Bhattacherjee (1998). Understanding Post-Adoption Behavior in the Behavior in the
Context of Online Services. Information Systems Research. 9(4), 362379.
Pastore, M. (2001). Multichannel shoppers key to retail success. Retrieved 10 October 2003, from www.clickz.com/
stats/sectors/retailing/article.php/901171
Pavlou, P.A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of
the theory of planned behavior. MIS Quarterly, 30(1), 115143.
Pookulangara, S., Hawley, J., & Xiao, G. (2011). Explaining multi-channel consumers channel-migration intention
using theory of reasoned action. International Journal of Retail & Distribution Management, 39(3), 183202.
522
Pookulangara, S., & Natesan, P. (2010). Examining consumers channel-migration intention utilizing theory of
planned behavior: A multigroup analysis. International Journal of Electronic Commerce Studies, 1(2), 97116.
Raman, A., & Annamalai, V. (2011). Web services and e-shopping decisions: A study on Malaysian e-consumer.
Internation al Journal of Computer Applications, 2(2), 5460.
Ramaprasad, U.L.P., Douglas, T.D., & Pillai, D. (2010). Context specificity in use of price information sources.
Journal of Consumer Marketing, 27(3), 243250.
Ramayah, T., Jantan, M., Noor, N., Razak, R.C., & Ling, K.P. (2003). Receptiveness of Internet banking by
Malaysian consumers. Asian Academy of Management Journal, 8(2), 129.
Rangaswamy, A. & Bruggen, G. V. (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction
to the Special Issue. Journal of Interactive Marketing, 19(2), 511.
Ratchford, B.T., Lee, M.S., & Talukdar. D. (2003). The impact of the Internet on information search for automobiles.
Journal of Marketing Research, 40(2), 193209.
Rhodes, R.E., & Courneya, K.S. (2003). Investigating multiple components of attitude, subjective norm, and
perceived control: An examination of the theory of planned behaviour in the exercise domain. The British
Journal of Social Psychology, 42(1), 129146.
Rivis, A., & Sheeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour:
A meta-analysis. Current Psychology: Developmental, Learning, Personality, Social, 22(3), 218233.
Rogers, E.M. (1983). Diffusion of innovations (3rd ed.). New York, NY and London: Free Press.
. (1995). Diffusion of innovations. New York, NY and London: Free Press.
Ryan, M.J., & Bonfield, E.H. (1980). Fishbeins intentions model: A test of external and pragmatic validity. Journal
of Marketing, 44(2), 8295.
Ryu, S., Ho, H.S., & Han, I. (2003). Knowledge sharing behavior of physicians in hospitals. Expert Systems with
Applications, 25(1), 113122.
Sadeghi, T. & Hanzaee, K. H. (2010). Customer Satisfaction Factors (CSFs) with Online Banking Services in an
Islamic Country: I.R. Iran. Journal of Islamic Marketing, 1(3), 249267.
Safiek, M. (2009). Malaysian Chinese consumers: Their ethnic attitudes and shopping orientations. International
Journal of Business and Management, 4(4), 5362.
Safiek, M. & Hayatul, S. S. (2009). Consumer Decision-Making Styles in Malaysia: An Exploratory Study
of Gender Differences. European Journal of Social Sciences, 10(4), 574584.
Salehi, M. (2012). Consumer buying behavior towards online shopping stores in Malaysia. International Journal
of Academic Research in Business and Social Sciences, 2(1), 393403.
Salehi, M., Saeidinia, M., Manafi, M., Behdarvandi-Almasi, K., Shakoori, N., & Aghaei, M. (2011). Impact of
factors influencing on consumers towards online chopping in Malaysia (Kuala Lumpur). Interdisciplinary
Journal of Contemporary Research in Business, 3(7), 352378.
Schroder, H. & Zaharia, S. (2008). Linking Multi-Channel Customer Behavior with Shopping Motives: An Empirical
Investigation of a German Retailer. Journal of Retailing and Consumer Services, 15(6), 452468.
Shankar, V., Urban, G.L., & Sultan, F. (2002). Online trust: A stakeholder perspective, concepts, implications, and
future directions. Journal of Strategic Information Systems, 11(34), 325344.
Shih, Y.Y., & Fang, K. (2004). The use of a decomposed theory of planned behavior to study Internet banking in
Taiwan. Internet Research, 14(3), 213223.
Shim, S., Eastlick M.A., Lotz, S.L., & Warrington, P. (2001). An online prepurchase intentions model: The role of
intention to search. Journal of Retailing, 77(3), 397416.
Shimp, T.A. & Kavas, A. (1984). The Theory of Reasoned Action Applied to Coupon Usage. The Journal of
Consumer Research, 11(3), 795809.
Sierra, J.J. & McQuitty, S. (2005). Service Providers and Customers: Social Exchange Theory and Service Loyalty.
Journal of Services Marketing, 19(6), 392400.
Slack, F., Rowley, J., & Coles, S. (2008). Consumer behavior in multi-channel contexts: The case of a theatre festival. Internet Research, 18(1), 4659.
Smith, J., Terry, D. J., Manstead, A. S. R., Louis, W. R. & Wolfs, D. K. J. (2008). The AttitudeBehavior Relationship
in Consumer Conduct: The Role of Norms, Past Behavior, and Self-Identity. Journal of Social Psychology,
148(3), 311333.
523
Madahi and Sukati
Sproles G.B. & Kendall, E.L. (1986). A Methodology for Profiling Consumers Decision Making Styles. Journal of
Consumer Affairs, 20(2), 267279.
Stigler, G.J. (1961). The economics of information. Journal of Political Economy, 72(3), 4461.
Stone, M., Hobbs, M., & Khaleeli, M. (2002). Multichannel customer management: The benefits and challenges.
Journal of Database Marketing, 10(1), 3952.
Sulaiman, A., Ng, J., & Mohezar, S. (2008). E-ticketing as a new way of buying tickets: Malaysian perceptions.
Journal of Social Science, 17(2), 149157.
Swinyard, W.R., & Smith, S.M. (2003). Why people (dont) shop online: A lifestyle study of the Internet consumer.
Psychology and Marketing, 20(7), 567597.
Syed, B.Z., Ismail, H.B., & Ahsan, M.N. (2008). Young consumers online shopping: An empirical study. Journal
of Internet Business, 5(1),8198.
Tan, M., & Teo, T.S.H. (2000). Factors influencing the adoption of Internet banking. Journal of the Association for
information Systems, 1(5), 142.
Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of
consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137156.
Thomas, J.S., & Sullivan, U.Y. (2005). Managing marketing communications with multichannel customers.
Journal of Marketing, 69(4), 239251.
Tornatzky, L.G., & Klein, K.J. (1982). Innovation characteristics and innovation adoption-implementation:
A meta-analysis of findings. IEEE Transactions on Engineering Management, 29(1), 2845.
Triandis, H. C. (1980). Values, Attitudes, and Interpersonal Behavior (1st ed). Lincoln: University of Nebraska Press.
Venkatesh, V., & Davis, F.D. (2000). A theoretical expansion of the technology acceptance model: Four longitudinal
field studies. Management Science, 46(2), 186204.
Verhagen, T., & Van Dolen, W. (2009). Online purchase intentions: A multi-channel store image perspective.
Information & Management, 46(2), 7782.
Verhoef, P.C., Neslin, S.A., & Vroomen, B. (2005). Browsing versus buying: Determinants of consumer search and
buy decisions in a multi-channel environment. The Netherlands: University of Groningen.
Vijayasarathy, L.R. (2002). Product characteristics and Internet shopping intentions. Internet Research: Electronic
Networking and Policy, 12(5), 411426.
Voss, K.E., Spangenberg, E.R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of
consumer attitude. Journal of Marking Research, 40(4), 310320.
Wang, M.S., Chen, C.C., Chang, S.C., & Yang, Y.H. (2007). Effects of online shopping attitudes, subjective
norms and control beliefs on online shopping intentions: A test of the theory of planned behavior. International
Journal of Management, 24(2), 296302.
Wen, C., Prybutok, V. R. & XU, C. (2011). An Integrated Model for Customer Online Repurchase Intention.
The Journal of Computer Information Systems, 52(2), 1423.
Wesley, H.J., & Eisenstein, E.M., (2008). Consumer learning and expertise. In Curtis P. Haugtvedt, Paul M. Herr &
Frank R. Kardes (Eds), Handbook of consumer psychology (pp. 103132). New York, NY: Psychology Press.
Yang, S., Park, J.K., & Park, J. (2007). Consumers channel choice for university licensed products: Exploring
factors of consumer acceptance with social identification. Journal of Retailing and Consumer Services, 14(3),
165174.
Yoon, Y. S., Lee, J.S. & Lee, C.K. (2010). Measuring Festival Quality and Value Affecting Visitors Satisfaction and
Loyalty Using a Structural Approach. International Journal of Hospitality Management, 29(1), 335342.
Yousafzai, S. Y., Pallister, J.G. & Foxall, G.R. (2005). Strategies for Building and Communicating Trust in Electronic
Banking: A Field Experiment. International Journal of Psychology and Marketing, 22(2), 181201.
Yuksel, A., Yuksel, F. & Bilim, Y. (2010). Destination Attachment: Effects on Customer Satisfaction and Cognitive,
Affective and Conative Loyalty. Tourism Management, 31(2), 274284.
Yulihasri, T. (2004). Retailing on Internet: The buying intention. MBA thesis, School of Management, Universiti
Sains Malaysia, Penang.
Zettelmeyer, F., Morton, F.M.S., & Silva-Risso, J.M. (2006). How the Internet lowers prices: Evidence from matched
survey and automobile transaction data. Journal of Marketing Research, 43(4), 168181.

Global Business Review-2016-Madahi-489-523 PDF

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Global Business Review-2016-Madahi-489-523 PDF

Hochgeladen von

Copyright:

Verfügbare Formate

Article

Global Business Review

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Theory of Planned Behaviour and Decomposition

Decomposing Attitude (relative advantage, compatibility and complexity)

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Figure 1. Research Framework (consumer channel-switching behaviour)

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Decomposing Subjective Norm

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Decomposing Perceived Behavioural Control

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Attitude, Subjective Norm and Perceived Behavioural

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Participants and Data Collection

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Table 1. Respondents Profile

Other External Variables

Table 2. Descriptive Statistics of the Respondents

Searched for Information in the Last 1 Year

Purchased Products/Service in the Last 1 Year

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Source: Researchers own construction.

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Hypothesis Testing: Internet

Source: Researchers own construction.

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Source: Researchers own construction.

Hypothesis Testing: Brick-and-mortar Stores

Discussion and Conclusion

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Madahi and Sukati

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016

Global Business Review 17(3)

Downloaded from gbr.sagepub.com at Universitas Gadjah Mada on September 12, 2016