Explaining consumers’ channel-switching behavior using the theory of planned behavior

This exploratory study examined channel-switching behavior using the theory of planned behavior in three retail channels: bricks-and-mortar stores, catalogs, and the Internet. This theory assumes that individual attitudes and beliefs, along with subjective norms and control factors, will lead to an intention to perform a certain behavior, whether to switch channels or not.An online survey was administered at four different research sites and resulted in 547 usable surveys. Factor analysis and regression were used for data analysis.Attitude towards channel-switching was significantly influenced by hedonic and utilitarian beliefs in stores and catalogs. However, in the case of the Internet channel, attitude towards channel-switching was only influenced by utilitarian beliefs. Normative beliefs negatively influenced subjective norms in all the channels. Self-efficacy, information, and product type were important factors that impacted perceived behavioral control (PBC) in all channels. Time influenced PBC only in catalogs, and money did not influence PBC in any of the channels. Attitude and subjective norms influenced channel-switching intentions for three channels, whereas PBC was a significant predictor for channel-switching intention for only catalogs and the Internet.