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

Sanjukta Pookulangara, Jana Hawley and Ge Xiao

Journal of Retailing and Consumer Services, 2011, vol. 18, issue 4, 311-321

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.

Keywords: Channel-switching; Multi-channel consumer; Theory of planned behavior (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:18:y:2011:i:4:p:311-321

DOI: 10.1016/j.jretconser.2011.02.005

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