A model of technological enhancement of consumer behavior analysis using the push pull mooring approach in dual-channel apparel retailer

The concept of dual channel supply chain (DCSC) allows retailers to sell their products broadly. Channel collaboration, offline and online, helps companies to survive amid the competition through increasing profits. Nonetheless a review of previous studies in DCSC provided no explicit model addressing consumer behavior to shift channel preference in two directions, offline to online as well as online to offline. This study proposes an analog model to elicit the factors that influence consumer preferences for switching channels from offline to online and from online to offline by using push pull mooring (PPM) approach. Such approach may identify the variables involved in consumer channel switching-intention. The selected object is apparel retailer under dual-channel structure. Furthermore the data is collected by means of questionnaires. Structural equation modelling (SEM) used to identify variables that have a significant effect on consumer switching intention. The results of this study may be used as reference for researchers and apparel retailer managers under DCSC structure to create their operational plans in conducting their business.