Examining Consumers' Channel-Migration Intention Utilizing Theory of Planned Behavior: A Multigroup Analysis

Sanjukta Pookulangara；Prathiba Natesan

Channel-migration ； Theory-of-planned-behavior ； Multichannel consumer

International Journal of Electronic Commerce Studies

1卷2期（2010 / 12 / 01）

97 - 116

英文

This study examined channel-migration behavior using a decomposed Theory of Planned Behavior with crossover effects in brick-and-mortar stores and the Internet. An online survey was administered at four research sites (N = 547) and factor analysis and structural equation modeling, with multigroup analysis, were utilized for data analysis.Hedonic beliefs did not influence either of the channels, whereas, utilitarian beliefs were significant predictors in both brick-and-mortar stores and the Internet. Additionally, normative beliefs did not influence subjective norms in either of the channels, while self-efficacy influenced perceived behavioral control (PBC) in both the channels. Attitude and subjective norms influenced channel-migration intentions for both channels; whereas, PBC was a significant predictor of channel-migration intentions on the Internet only.The crossover effects of normative beliefs and subjective norms on attitude was significant for the Internet. The crossover effects for subjective norms and PBC on attitude was significant for brick-and-mortar stores. Attitude toward channel-migration from the Internet to brick-and-mortar stores yielded a negative influence.

1. College Student Spending Power Estimated at $306 Billion In 2010, Up 13% From 2009, 2010 [Homepage of VOX], [Online]. Available: http://tommytoy.vox.com/library/post/college-student-spending-power-estimated-at-306-billion-in-2010-up-13-from-2009.html [2010, July 30].
2. Retailing 2015: New Frontiers. Retrieved December 05 2009 from World Wide Web: http://download.pwc.com/ie/pubs/retailing_2015_new_frontiers.pdf , 2007.
3. Next-generation e-commerce for retail: How to optimize cross-channel marketing, sales and service, Retrieved December 05, 2009: ftp://service.boulder.ibm.com/software/industries/G507-1405-01_Retail_NGC.pdf, n.d.
4. Making Every Interaction Count GameFly Aligns its Customer Experience. Retrieved May 18, 2010: http://www.rightnow.com/files/whitepapers/Making_Every_Interaction_Count__GameFly_Aligns_its_Customer_Experience.pdf, 2007.
5. Ajzen, I.(1988).Attitudes, personalities, and behavior.Chicago, IL:Dorsey.
6. Ajzen, I.(2002).Perceived behavioral control, self-efficacy, locus of control and the theory of planned behavior.Journal of Applied Social Psychology,32(4),665-683.
7. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
8. Ajzen, I.,Fishbein, M.(1980).Understanding attitudes and predicting social behavior.Englewood Cliffs, NJ:Prentice-Hall.
9. Ajzen, I.,Madden, T. J.(1986).Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control.Journal of Experimental Social Psychology,22,453-474.
10. Babin, B. J.,Darden, W. R.,Griffin, M.(1994).Work and/or fun: Measuring hedonic and utilitarian shopping.Journal of Consumer Research,20(4),644-656.
11. Bagozzi, R. P.(1992).The self-regulation of attitudes, intentions, and behavior.Social Psychology Quarterly,55(2),178-204.
12. 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),12-30.
13. Bandura, A.(1977).Self-efficacy: Toward a unifying theory of behavioral change.Psychological Review,84,191-215.
14. Bandura, A.(1982).Self-efficacy mechanism in human agency.American Psychologist,37(2),122-147.
15. Bendoly, E.,Blocher, J.D.,Bretthauer, K.M.,Krishnan, S.,Venkataramanan, M.A.(2005).Online/in-store integration and consumer retention.Journal of Service Research,7(4),313-327.
16. Bentler, P. M.,Bonnet, D. G.(1980).Significance tests and goodness of fit in the analysis of covariance structures.Psychological Bulletin,88,588-606.
17. Bernheim, B. D.(1994).A theory of conformity.The Journal of Political Economy,102(5),841-877.
18. Byrne, B. M.(1998).Structural Equation Modeling with Lisrel, Prelis, and Simplis: Basic Concepts, Applications, and Programming.Mahwah, NJ:Lawrence Erlbaum Associates.
19. 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),1825-1834.
20. Chang, Y.,Burns, L. D.,Noel, C. J.(1996).Attitudinal versus normative influence in the purchase of brand-name casual apparel.Family and Consumer Sciences Research Journal,25(1),79-109.
21. Childers, T. L.,Carr, C. L.,Peck, J.,Carson, S.(2001).Hedonic and utilitarian motivations for online retail shopping behavior.Journal of Retailing,77,511-535.
22. Choi, J.,Park, J.(2006).Multichannel retailing in Korea: Effects of shopping-orientations and information-seeking patterns on channel choice behavior.International Journal of Retail & Distribution Management,34(8),577-596.
23. Crawford, J.(2005).Are you really measuring your multi-channel consumer experience?.Apparel,47(4),S1-S8.
24. 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),208-218.
25. Fischer, E.,Arnold, S. J.(1990).More than a labor of love: Gender roles and Christmas shopping.Journal of Consumer Research,17(3),333-345.
26. Goel, L.(2006).Surviving retailing's new age.Barron's,86(12),55.
27. Goersch, D.(2002).Multi-channel integration and its implications for retail web sites.European Conference on Information Systems,Gdańsk, Poland:
28. Grandón, E. E.,Nasco, S. A.,Mykytyn, P. P., Jr..Comparing theories to explain e-commerce adoption.Journal of Business Research
29. L. Hyde, Twenty trends for 2010: Retailing in an age of uncertainty. Retail Forward, 1-33. Retrieved May 18, 2007: http://www.retailforward.com/marketing/freecontent/twentytrends.pdf, 2003.
30. Johnson, J.L.(1999).Face to face… with Sid Doolittle.Discount Merchandiser,39(5),14-17.
31. 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),106-121.
32. 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),44-62.
33. Lee, M-Y.,Atkins, K. G.,Kim, Y-K.,Park, S-H.(2006).Competitive analyses between regional malls and big-box retailers: A competitive analysis for segmentation and positioning.Journal of Shopping Center Research,13(1),81-98.
34. 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),833-855.
35. Loeb, W.F.(1998).Challenges for the new decade.Discount Merchandiser,38(5),40-42.
36. Madlberger, M.(2006).Exogenous and endogenous antecedents of online shopping in a multichannel environment: Evidence from a catalog retailer in the German-speaking world.Journal of Electronic Commerce in Organizations,4(4),29-51.
37. Montoya-Weiss, M. M.,Voss, G. B.,Grewal, D.(2003).Determinants of online channel use and overall satisfaction with a relational multichannel service provider.Journal of the Academy of Marketing Science,31(4),448-458.
38. Mulaik, S. A.,Millsap, R. E.(2000).Doing the four-step right.Structural Equation Modeling,7(1),36-73.
39. Myers, J.B.,Pickersgill, A. D.,Van Metre, E.S.(2004).Steering consumers to the right channels.The McKinsey Quarterly,4,36-47.
40. Notani, A. S.(1998).Moderators of perceived behavioral control's predictiveness in the theory of planned behavior: A meta-analysis.Journal of Consumer Psychology,7(3),247-271.
41. Palmer, J. W.(1997).Electronic commerce in retailing: Differences across retail formats.The Information Society: An International Journal,13(1),75-91.
42. Pavlou, P. A.,Fygenson, M.(2006).Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior.MIS Quarterly,30(1),115-143.
43. Pulliam, P.(1999).To Web or not to Web? is not the question, but rather: when and how to Web?.Direct Marketing,62(1),18-24.
44. Ryan, M. J.,Bonfield, E. H.(1980).Fishbein's intentions model: A test of external and pragmatic validity.Journal of Marketing,44(2),82-95.
45. Seth, J.N.,Sisodia, R.S.(1997).Consumer behavior in the future.Electronic Marketing and the Consumer,Thousand Oaks, CA:
46. Sherry, J. R., Jr.(1990).A sociocultural analysis of a midwestern American flea market.Journal of Consumer Research,17(1),13-30.
47. Shim, S.,Drake, M. F.(1990).Consumer intention to purchase apparel by mail order: Beliefs, attitude, and decision process variables.Clothing and Textiles Research Journal,9(1),18-26.
48. Shimp, T. A.,Kavas, A.(1984).The theory of reasoned action applied to coupon usage.The Journal of Consumer Research,3(1),795-809.
49. Sullivan, U. Y.,Thomas, J.S.(2004).,未出版
50. Taylor, S.,Todd, P. A.(1995).Understanding information technology usage: A test of competing models.Information Systems Research,6,144-176.
51. Taylor, S.,Todd, P. A.(1995).Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions.International Journal of Research in Marketing,12,137-155.
52. van Ryn, M.,Vinokur, A.D.(1990).M. van Ryn and A.D. Vinokur., The Role of Experimentally Manipulated Self-Efficacy Determin-ing Job-Search Behavior among the Unemployed." Unpublished manuscript, University of Michigan at Ann Arbor, 1990..
53. P. C. Verhoef, S. A. Neslin, and B. Vroomen, Browsing versus buying: Determinants of consumer search and buy decisions in a multi-channel environment. Working paper, University of Groningen, the Netherlands., April 26, 2005.
54. Voss, K. E.,Spangenberg, E. R.,Grohmann, B.(2003).Measuring the hedonic and utilitarian dimensions of consumer attitude.Journal of Marketing Research,40(3),310-320.
55. Wallace, D.W.,Giese, J.,Johnson, J.L.(2004).Consumer retailer loyalty in the context of multiple channel strategies.Journal of Retailing,80(4),249-263.
56. Watchravesringkan, K.,Hodges, N.N.,Kim, Y-H.(2010).Exploring consumers’ adoption of highly technological fashion products: The role of extrinsic and intrinsic motivational factors.Journal of Fashion Marketing and Management,14(2),263-281.
57. T. Williams and M.J. Larson, Creating the ideal shopping experience what consumers want in the physical and virtual store. Retrieved June 10, 2009 from: http://www.kpmg.ca/, 2004.

1. Siriyakorn Payakka,Dong Man Kim,Athapol Ruangkanjanases(2021).Determinants of Users' Intention to Purchase Legal Video Streaming Services: A Comparative Study between Thai and American Consumers.International Journal of Electronic Commerce Studies,12(2),177-191.