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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.

The consumers are increasingly shopping across multi-channels and switching channels in order to maximize their shopping benefits, and minimize their shopping costs. Hence, it is critical for retailers to understand their consumers needs across channels and their reasons for switching channels. This study attempted to understand the channel-switching behavior of the multi-channel consumer using the Theory of Planned Behavior. The research endeavored to use this theory to get a better understanding of what variables impact the channel-switching behavior across the three channels (i.e., brick-and-mortar store, catalogs, and the Internet). The online survey was administered to four different research sites and resulted in 666 usable surveys. Factor analysis and regression were utilized for data analysis. Attitude was significantly influenced by beliefs in all the channels. Normative beliefs were significant predictors of subjective norms in all the channels. Self-efficacy, information and product-type were factors that impacted perceived-behavioral control (PBC) in all channels. Time and money did not influence PBC in any of the channels. Attitude and subjective norms influenced channel-switching intention for three channels, whereas, PBC influenced channel-switching intention for catalogs and the Internet. PBC and channel-switching intention significantly influenced the channel-switching behavior in all channels Overall, the study was successful in predicting the causal relationships. The findings will help academics to fine-tune variables that would provide a greater insight in the channel-switching behavior. Additionally, as there are interactions between variables, the findings will enable retailers identify which combination of variables is significant and will result in better synergies across multiple channels.