BEHAVIOR INTENTION OF APP SERVICE USING BY TECHNOLOGY ACCEPTANCE MODEL AND THEORY ON STIMULUS � ORGANISM � RESPONSE THEORY

Abstract

ABSTRACT This study explores the factors that influence consumer choice of convenience store point collecting marketing activities. Guided by the Stimulus-Organism-Response (S-O-R) model and behavior intention literature, the study investigated whether and how three characteristics of the marketing activities influenced consumers' positive emotional responses which, in turn, affected the behavior intention. Results are also examined direct and indirect effects of convenience store point collecting on behavior among these different factor. Survey data were collected 378 consumers by online questionnaire. The study found direct effects as the following: (1) the consumers' responses (value, risk and attitude) by the loyalty marketing program positive to the behavior intention and (2) consumers' positive emotional (value, attitude and risk) will come from the perception ease of use and perceived usefulness. The results are theoretically and practically meaningful because they address the relationships among three types of perceived quality (perception ease of use and perceived usefulness), customer emotions (risk, attitude and value), and behavioral intentions in the convenience store's consumption experience. Managerial implications, limitations, and future research directions are also suggested. Keywords Stimulus-Organism-Response Model, Perceived Risk, Perceived Value, Structural Equation Model, Loyalty Program