Consumers atitudes towards internet and brick and mortar store channels switching behavior

Bu çalışma Malezyada internette faaliyet gösteren tuğla harç mağazalarına ilişkin müşteridüşüncelerini ve müşterilerin değişen kanal eğilimlerini analiz etmeyi amaçlamaktadır. Çalışmayailişkin veriler Klang Vadisi ve Penang Bölgesinde 497 kişinin katılımıyla gerçekleştirilenanketlerin neticesinde elde edilmiştir. Çalışmada yapısal bağlamda PLS Modeli ve data analizibağlamında ise SEM Modeli kullanılmıştır. Yapılan 497 anketin neticesinde, çalışmanın verileri,uygunluk ve zorluk bağlamında internetten tuğla ve harç mağazalara doğru değişen bir eğilimolduğunu göstermiştir. Bulgular benzer şekilde cinsiyet ve niyetin de müşterilerin kanaldeğiştirmesinde etkin unsurlar olduğunu ortaya koymuştur.

İnternet ve tuğla-harç mağazalarına ilişkin müşteri düşünceleri ve değişen müşteri davranışları

The purpose of this study is to examine the role of consumersbehavioral attitude and intentiontoward channel switching behavior in regards to Internet and brick and mortar store channels inMalaysia. The survey instrument administered to the Malaysian consumers from regions of KlangValley 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 497completed surveys were obtained. Findings showed that c ompatibility and complexity weresignificant in predicting attitude in r egard to switching channel from Inte rnet to brick and mortarstore. Relative advantage and compatibility were relevant in predicting attitude in brick and mortarstore channel. Attitude also significantly affected channel switching intention regarding to bothchannels . Our findings reveal that gender and intention significantly affect channel switchingbehavior.

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