Explaining multi-channel consumer's channel-migration intention using theory of reasoned action

Purpose - The purpose of this paper is to examine how attitudes and subjective norms predict channel migration across the three channels based on the theory of reasoned action (TRA). Design/methodology/approach - A self-administered questionnaire was administered to the participants comprised of staff, faculty, and students from four different universities in the southern and midwestern USA. The survey instrument was administered online and a total of 503 completed surveys were obtained. Findings - TRA was successful in predicting channel-migration intention in brick-and-mortar stores, catalogues, and the internet. Utilitarian beliefs were more relevant in predicting attitude toward channel migration for all three channels. Normative beliefs for bricks-and-mortar stores and catalogues were significant in predicting subjective norms, the relationship was negative. Attitude and subjective norms were the predictors of the channel-migration intention for all three channels. Research limitations/implications - These findings may not be generalizable to the study population because the sample was restricted to a small area. Additionally, the survey was administered online, which made it difficult to calculate the response rate. Originality/value - The paper adds insights into the subject by examining channel-migration behaviour using TRA.