DefinePK

Abstract

In an era marked by rapid innovations in marketing and shifting consumer preferences, this study explores the intricate dynamics of channel switching intentions within the realm of fashion consumption, contextualized by the most recent marketing trends and consumers' evolving shopping behaviors. Grounded in the Theory of Planned Behavior and Protection Motivation Theory, this study scrutinizes the impacts of perceived severity, perceived vulnerability, self-efficacy, and response efficiency as independent variables, with attitude serving as a mediator and channel switching intention as the dependent variable. Data was collected from a sample of fashion consumers to analyze the relationships between under study variables and the attitude towards channel switching intention. The sample size is determined using a power analysis technique to ensure sufficient statistical power. Data analysis is involving structural equation modelling (SEM) to test the proposed hypotheses. The variables of the study are measured using a Likert scale adapted from previous research studies. The findings indicate that consumers' attitudes towards different shopping channels are significantly influenced by their perceptions of severity and vulnerability. Additionally, the efficiency of their response and their belief in their own capability (self-efficacy) to use a particular channel also play a role in shaping their attitudes and subsequent intentions to switch channels. This study contributes to the existing literature on channel switching behavior in the fashion industry. The insights gained from this research can be valuable for retailers in developing strategies to retain customers and reduce channel switching. The value of this research lies in its contribution to channel-switching research by filling the gap of traditionally ignored dimensions of threat appraisal, coping responses, and consumer attitude. Through the analysis of these variables, the research seeks to provide a more profound insight into fashion consumers' switching attitudes and generate useful implications for retailers and marketers in designing sound customer retention strategies.