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Consumers attitudes towards internet and brick and mortar store channels switching behavior/Internet ve tugla-harc magazalarina iliskin musteri dusunceleri ve degisen musteri davranislari
The purpose of this study is to examine the role of consumers' behavioral attitude and intention toward channel switching behavior in regards to Internet and brick and mortar store channels in Malaysia. The survey instrument administered to the Malaysian consumers from regions of Klang Valley a...
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Published in: | Cankiri Karatekin Universitesi Iktisadi ve Idari Bilimler Fakultesi Dergisi 2014-09, Vol.4 (2), p.137 |
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Main Authors: | , |
Format: | Article |
Language: | Turkish |
Subjects: | |
Online Access: | Get full text |
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Summary: | The purpose of this study is to examine the role of consumers' behavioral attitude and intention toward channel switching behavior in regards to Internet and brick and mortar store channels in Malaysia. The survey instrument administered to the Malaysian consumers from regions of Klang Valley and Penang. A total of 497 completed surveys were obtained. Partial least squares (PLS) based structural equation modeling (SEM) technique was used to analyze data. A total of 497 completed surveys were obtained. Findings showed that compatibility and complexity were significant in predicting attitude in regard to switching channel from Internet to brick and mortar store. Relative advantage and compatibility were relevant in predicting attitude in brick and mortar store channel. Attitude also significantly affected channel switching intention regarding to both channels. Our findings reveal that gender and intention significantly affect channel switching behavior. Keywords: Channel Switching Behavior, Attitude, Internet Channel, Brick and Mortar Store Channel, Malaysia. JEL Classification Codes: M30, M31. Bu calisma Malezya'da internette faaliyet gosteren tugla harc magazalarina iliskin musteri dusuncelerini ve musterilerin degisen kanal egilimlerini analiz etmeyi amaclamaktadir. Calismaya iliskin veriler Klang Vadisi ve Penang Bolgesi'nde 497 kisinin katilimiyla gerceklestirilen anketlerin neticesinde elde edilmistir. Calismada yapisal baglamda PLS Modeli ve data analizi baglaminda ise SEM Modeli kullanilmistir. Yapilan 497 anketin neticesinde, calismanin verileri, uygunluk ve zorluk baglaminda internetten tugla ve harc magazalara dogru degisen bir egilim oldugunu gostermistir. Bulgular benzer sekilde cinsiyet ve niyetin de musterilerin kanal degistirmesinde etkin unsurlar oldugunu ortaya koymustur. Anahtar Kelimeler: Kanal Degistirme Davranisi, Internet Kanali, Tugla ve Harc Magaza Kanallari, Malezya. JEL Siniflandirma Kodlari: M30, M31. |
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ISSN: | 1308-5549 |