Explaining multi‐channel consumer's channel‐migration intention using theory of reasoned action

Purpose – The purpose of this paper is to examine how attitudes and subjective norms predict channel migration across the three channels based on the theory of reasoned action (TRA). Design/methodology/approach – A self‐administered questionnaire was administered to the participants comprised of staff, faculty, and students from four different universities in the southern and midwestern USA. The survey instrument was administered online and a total of 503 completed surveys were obtained. Findings – TRA was successful in predicting channel‐migration intention in brick‐and‐mortar stores, catalogues, and the internet. Utilitarian beliefs were more relevant in predicting attitude toward channel migration for all three channels. Normative beliefs for bricks‐and‐mortar stores and catalogues were significant in predicting subjective norms, the relationship was negative. Attitude and subjective norms were the predictors of the channel‐migration intention for all three channels. Research limitations/implications – These findings may not be generalizable to the study population because the sample was restricted to a small area. Additionally, the survey was administered online, which made it difficult to calculate the response rate. Originality/value – The paper adds insights into the subject by examining channel‐migration behaviour using TRA.