This study examined channel-migration behavior using a decomposed Theory of Planned Behavior with crossover effects in brick-and-mortar stores and the Internet. An online survey was administered at four research sites (N = 547) and factor analysis and structural equation modeling, with multigroup analysis, were utilized for data analysis. Hedonic beliefs did not influence either of the channels, whereas, utilitarian beliefs were significant predictors in both brick-and-mortar stores and the Internet. Additionally, normative beliefs did not influence subjective norms in either of the channels, while self-efficacy influenced perceived behavioral control (PBC) in both the channels. Attitude and subjective norms influenced channel-migration intentions for both channels; whereas, PBC was a significant predictor of channel-migration intentions on the Internet only. The crossover effects of normative beliefs and subjective norms on attitude was significant for the Internet. The crossover effects for subjective norms and PBC on attitude was significant for brick-and-mortar stores. Attitude toward channel migration from the Internet to brick-and-mortar stores yielded a negative influence.
