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

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  • Pookulangara, Sanjukta
  • Hawley, Jana
  • Xiao, Ge

Abstract

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.

Suggested Citation

  • Pookulangara, Sanjukta & Hawley, Jana & Xiao, Ge, 2011. "Explaining consumers’ channel-switching behavior using the theory of planned behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 311-321.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:4:p:311-321
    DOI: 10.1016/j.jretconser.2011.02.005
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    7. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.
    8. Londono, Juan Carlos & Davies, Keri & Elms, Jonathan, 2017. "Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 8-20.
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    10. Elahe Kordi Ghasrodashti, 2018. "Explaining brand switching behavior using pull–push–mooring theory and the theory of reasoned action," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 293-304, July.

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