Investigating Determinants of Customers’ Channel Switching Intentions: An Integrated Structural Model Approach

The purpose of this study is to explore at how consumers switch from traditional shopping to online shopping and vice versa in the apparel industry. It begins by identifying the factors driving consumer buying behaviour, then identifies the influencing variables that effect shopping behaviour individually (traditional and online shopping behaviour) and then identifies the factors responsible for switching behaviour across modes. The study also looked at the socio-demographic characteristics that influence conventional and internet purchasing habits. The statistics came from a study of 520 online buyers in three Indian metropolises (Delhi, NCR, Mumbai, and Bangalore). All constructs were evaluated using a modified version of well-known scales, and data was analysed using AMOS through CFA (Confirmatory Factor Analysis), Path Analysis, and MGA (Multi Group Analysis) of SEM (Structural Equation Modelling), and Stepwise Regression from Linear Regression. Our findings contribute to the body of research on consumers' switching intentions for traditional and online services, which has been consolidated and formalized into a complete model of factors influencing customers' switching behaviour (Gupta & Sahu, 2015). The study will assist marketers in learning about the elements and aspects that are more essential in customers' switching behaviour.