Investigation of consumers' cross‐channel switching intentions: A push‐pull‐mooring approach

Abstract

AbstractThis research develops and tests a model on cross‐channel switching intentions using the PPM framework. Four hundred and fifty‐six valid responses were collected from online and in‐person survey. The proposed relationships were tested using structural equation modelling. The results confirmed the positive influence of push (extent of external information search) and pull (alternative attractiveness) factors on switching intention in the cross‐channel context. The study also showed that higher multichannel self‐efficacy and lower switching costs significantly increased the pull effect. However, the effect of multichannel self‐efficacy on the push factor differed for online and offline consumers. Additionally, the results confirm that product fit uncertainty and purchase involvement significantly influenced the extent of information search. The study makes recommendations that can aid retail managers minimise the impact of push and pull variables. Information provision and merchandising strategies can dissuade highly involved consumers from searching extensively. Similarly, selective lock‐in strategies can reduce the attractions of alternative channels. This work contributes to the growing body of studies that investigate the effect of information search in a multichannel context.