Use of Theory of Planned Behaviour for Assessing the Channel Choice Behaviour among Indian Tourists: A Moderating Effect of Previous Experience

Abstract

The present study examines the determinants of channel selection and choice behavior in Indian tourists, utilizing the Theory of Planned Behavior (TPB) within a multichannel framework and enhancing it by integrating customer experience as a moderating variable. A quantitative survey was performed with a sample of 331 respondents, employing a structured questionnaire that incorporated validated scales for each construct of the Theory of Planned Behavior—attitude, subjective norms, and perceived behavioral control—while also considering customer experience as a moderating variable. The research utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data and investigate the relationships among the variables. The results indicate that attitude, subjective norms, and perceived behavioral control significantly affect channel selection intention, with customer experience moderating the relationship between selection intention and actual channel choice behavior. The findings emphasize the significance of positive attitudes and user-friendliness in influencing consumer intentions, as well as the impact of social factors on channel selection. Customer experience significantly enhances the relationship between intention and behavior, indicating that favorable initial experiences promote ongoing engagement.