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


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          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.

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          Most cited references84

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              Efficacy of the Theory of Planned Behaviour: A meta-analytic review

              The Theory of Planned Behaviour (TPB) has received considerable attention in the literature. The present study is a quantitative integration and review of that research. From a database of 185 independent studies published up to the end of 1997, the TPB accounted for 27% and 39% of the variance in behaviour and intention, respectively. The perceived behavioural control (PBC) construct accounted for significant amounts of variance in intention and behaviour, independent of theory of reasoned action variables. When behaviour measures were self-reports, the TPB accounted for 11% more of the variance in behaviour than when behaviour measures were objective or observed (R2s = .31 and .21, respectively). Attitude, subjective norm and PBC account for significantly more of the variance in individuals' desires than intentions or self-predictions, but intentions and self-predictions were better predictors of behaviour. The subjective norm construct is generally found to be a weak predictor of intentions. This is partly attributable to a combination of poor measurement and the need for expansion of the normative component. The discussion focuses on ways in which current TPB research can be taken forward in the light of the present review.

                Author and article information

                Qual Quant
                Qual Quant
                Quality & Quantity
                Springer Netherlands (Dordrecht )
                2 March 2023
                2 March 2023
                : 1-38
                GRID grid.462760.1, ISNI 0000 0004 0402 2936, RMIT Vietnam, ; 702 Nguyen Van Linh Street, District 7, Ho Chi Minh City, Vietnam
                Author information
                © The Author(s) 2023

                Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.

                : 8 February 2023
                Funded by: Royal Melbourne Institute of Technology
                Original Paper

                Social & Behavioral Sciences
                channel switching behaviour,customer experience,configurational analysis,fsqca,omnichannel,qualitative comparative analysis (qca)


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