Configurational analysis of conditions influencing customers’ channel switching intention in omnichannel retailing: a fuzzy-set analysis

This research examined the interplay among personal factors, namely channel lock-in, cross-channel synergy, attribute-based decision making (ADM); environmental factors, namely others’ past switching behaviour (OPB), pressure to switch from others (PSO); and behavioural factors, namely perceived sel...

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Bibliographic Details
Published in:Quality & quantity 2024-02, Vol.58 (1), p.141-178
Main Authors: Van Nguyen, Anh Thi, Halibas, Alrence S., McClelland, Robert, Thuan, Nguyen Hoang
Format: Article
Language:English
Subjects:
Analysis
Behavior
Comparative analysis
Consumers
Customers
Decision making
Environmental aspects
Fuzzy sets
Methodology of the Social Sciences
Original Paper
Regression analysis
Research methodology
Retail industry
Retail stores
Retailing
Self-efficacy
Shopping
Social Sciences
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Summary:This research examined the interplay among personal factors, namely channel lock-in, cross-channel synergy, attribute-based decision making (ADM); environmental factors, namely others’ past switching behaviour (OPB), pressure to switch from others (PSO); and behavioural factors, namely perceived self-efficacy and perception on facilitating conditions as antecedents to customers’ channel switching intention in an omnichannel context. Drawing on the complexity theory and set theory, we applied configurational analysis using the fuzzy-set Qualitative Comparative Analysis. The result of the analysis indicated two (2) sufficient configurations that led to an intention to switch channels. Both configurations contained ADM, OPB, and PSO conditions that highlight the importance of personal factors and environmental factors needed for the presence of an intention to switch channels. However, no sufficient configurations were obtained that indicate an absence of intention to switch channels. This study challenges theoretical underpinnings by demonstrating that omnichannel channel-switching behaviours can be explained from a configurational perspective. The configurations produced by this study can serve as a basis for researchers who plan to conduct asymmetric modelling of customers' channel-switching behaviour in an omnichannel context. Finally, this paper suggests omnichannel retail strategies and management as informed by these configurations.
ISSN:0033-5177
1573-7845
DOI:10.1007/s11135-023-01633-8