Explaining And Predicting The Single Channel Versus Multi-Channel Consumer: The Case Of An Embarrassing Product

This thesis evaluated the effectiveness of the Theory of Planned Behaviour (TPB) in predicting consumer behavior when purchasing embarrassing products, specifically Regaine, across single and multi-channel environments. It found that while TPB was generally effective, its predictive power could be enhanced by incorporating emotions, personality, demographics, and marketing variables. The study used partial least squares structural equation modelling to analyze data, revealing that subjective norm was the only significant factor across drugstore, internet, and multi-channel settings, with variances in intention explained at 73%, 67%, and 54% respectively. The research suggested expanding the model to other embarrassing products and contexts.