Configurational analysis of conditions influencing customers' channel switching intention in omnichannel retailing: a fuzzy-set analysis.

This research examined the interplay among personal factors, namely channel lock-in, cross-channel synergy, attribute-based decision making (ADM); environmental factors, namely others' past switching behaviour (OPB), pressure to switch from others (PSO); and behavioural factors, namely perceived self-efficacy and perception on facilitating conditions as antecedents to customers' channel switching intention in an omnichannel context. Drawing on the complexity theory and set theory, we applied configurational analysis using the fuzzy-set Qualitative Comparative Analysis. The result of the analysis indicated two (2) sufficient configurations that led to an intention to switch channels.