This research develops and tests a model on cross-channel switching intentions using the PPM framework. Four hundred and fifty-six valid responses were collected from online and in-person survey. The proposed relationships were tested using structural equation modelling. The results confirmed the positive influence of push (extent of external information search) and pull (alternative attractiveness) factors on switching intention in the cross-channel context. The study also showed that higher multichannel self-efficacy and lower switching costs significantly increased the pull effect. However, the effect of multichannel self-efficacy on the push factor differed for online and offline consumers. Additionally, the results confirm that product fit uncertainty and purchase involvement significantly influenced the extent of information search. The study makes recommendations that can aid retail managers minimise the impact of push and pull variables. Information provision and merchandising strategies can dissuade highly involved consumers from searching extensively. Similarly, selective lock-in strategies can reduce the attractions of alternative channels. This work contributes to the growing body of studies that investigate the effect of information search in a multichannel context.

中文翻译：

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消费者跨渠道转换意图调查：推拉系泊方法

本研究使用 PPM 框架开发并测试了一个关于跨渠道切换意图的模型。从在线和面对面调查中收集了 456 份有效回复。所提出的关系使用结构方程模型进行了测试。结果证实了推动（外部信息搜索的程度）和拉动（替代吸引力）因素对跨渠道环境中转换意图的积极影响。该研究还表明，更高的多渠道自我效能和更低的转换成本显着增加了拉动效应。然而，多渠道自我效能感对线上和线下消费者推动因素的影响不同。此外，结果证实产品匹配的不确定性和购买参与度显着影响了信息搜索的程度。该研究提出的建议可以帮助零售经理最大限度地减少推拉变量的影响。信息提供和销售策略可以阻止高度参与的消费者进行广泛搜索。同样，选择性锁定策略可以减少替代渠道的吸引力。这项工作有助于越来越多的研究调查信息搜索在多渠道环境中的影响。