Abstract
The current study is an effort to explore the effect of attitude and subjective norm (SN) on channel intention in Malaysia. Theory reasoned of action (TRA) was used in this regard. The survey instrument was administered to the Malaysian consumers. The respondents had to meet the criterion of shopping online and/or traditional store prior to participating in the survey. The measurement and structural model was used to analyse the data. Our results discovered that compatibility and complexity were significant in predicting attitude in regard to the internet channel. Relative advantage and compatibility were relevant in predicting attitude in store channel. Normative belief (NB) was a significant predictor of SN for both channels.
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