A Push Pull Mooring Approach to Examine Consumers Cross Channel Switching Intentions Switching Costs and Multichannel Self Efficacy as Moderators

Abstract

This research breaks new ground by investigating online and offline shoppers crosschannel switching intention using Push-Pull-Mooring (PPM) model. It was proposed that the push factor, the extent of external information search, and the pull factor, alternative attractiveness, profoundly impacted the shopper s intention to engage in crosschannel switching. Furthermore, the study employed a text analysis which supplemented the extensive literature review to unravel and propose the hitherto unexplored antecedents of external information search; product fit uncertainty and purchase involvement. The model was further enriched by incorporating two new mooring effects; switching costs and multichannel self-efficacy as they moderated the strength of the formation of switching intention caused respectively by external information search and alternative attractiveness. An exploratory study using means-end theory involving in-depth consumer interviews helped to understand motivations for online and offline shopping and to subsequently zero in on the most preferred product category in both contexts. The main study surveyed multichannel consumers in India and the proposed relationships were tested using structural equation modelling with Amos 22.0 and moderation newlineanalysis using Process Macro. The findings revealed the direct effect of product newlinefit uncertainty and purchase involvement on the formation of the extent of external information search, thereby making the current study the first one to empirically confirm the relationship. The results also confirmed the positive influence of push and pull factors on switching intention in the cross-channel context