An Empirical Study of Malaysian Consumers’ Channel-switching Intention: Using theory of Planned Behaviour

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’ channel-switching intention in both channels. Perceived behavioural control was the only construct that did not predict intention.