Switching intention to online channel in Vietnam - A case study of consumer electronics goods

Online retailing has been growing significantly. However, electronic retailers have still encountered some issues related to consumer psychology and potential risks besides the widely acknowledged advantages of the online channels. This current study extends the PPM (Push-Pull-Mooring) framework by adding customer psychological variables to explain the consumers' switching intention to online channels. In detail, Push refers to limitations of traditional channel at physical stores, Pull and Mooring present pros and cons of online channel. The relationship of consumer psychology, including Perceived Risk, Attitude towards switching and Habit of buying goods at physical stores were integrated to adapt to the characteristics of buying consumer electronics goods. Conducting a survey of 1104 customers grouped in 3 big cities: Hanoi, Ho Chi Minh City, and Da Nang, the research results show that: consumer skepticism originating from Perceived Risk negatively influences Attitude towards switching (-0.192); Attitude towards Switching channels has the strongest influence (0.374) on Switching intention, while buying Habits at traditional stores lessens the Switching intention (-0.136). This is the new contribution to existing literature regarding switching from traditional channels to online channels for goods requiring consumer experiences.