Abstract
The present study has concentrated on online crisis response strategies that stimulate online purchase and the acceptance of online purchase intention (OPI) in the marketplace. However, few studies have examined the online crisis response strategies undertaken to alleviate the online crisis. Therefore, on the basis of the Stimulus Organism Response framework and online crisis response strategies, this study offered and tested a model that inspected the effect of online crisis response strategies on OPI through online brand attitude (OBA). Brand perceived usefulness (BPU) was observed as a borderline condition between OBA and OPI. We recruited 392 working professionals undertaking the Master of Business Administration program at a large public university in China. The results suggest that OBA mediates the association between online crisis response strategies and OPI. Similarly, BPU moderates the association between OBA and OPI. The responses with high BPU maximize the effect of online crisis response strategies on OBA. On the basis of the study outcomes, contributions to theory and practice, limitations, and future guidelines are well discussed.
Highlights
Online purchase intention (OPI) is defined as a possibility that lies in the hands of the purchasers who aim to pay for a specific product or service in a specific time (Grewal et al, 1998)
By drawing the theory of Mehrabian and Russell (1974), the Stimulus Organism Response (SOR) which states that some environmental factors can perform as stimuli (S) that influence an organism’s internal state (O), subsequently shaping their behavioral response (R), the current study examines the effect of online crisis response strategies on OPI through online brand attitude (OBA)
As projected by MacKenzie and Podsakoff (2012) that when collecting the data from a single source, same time, and selfreported, the Common Method Bias (CMB) can be an issue in the data set
Summary
Online purchase intention (OPI) is defined as a possibility that lies in the hands of the purchasers who aim to pay for a specific product or service in a specific time (Grewal et al, 1998). Most of previous research scholars have attempted to recognize factors that either encourage consumers to become involved in online purchasing or discourage them (Khwaja et al, 2019; Ruiz-Mafe et al, 2018; Trivedi & Yadav, 2020). Among the most investigated factors that may have influence on consumers’ acceptance of online purchasing, the perceived risk associated with online purchasing has been of great curiosity among researchers and online retailers alike (Ariffin et al, 2020; Maziriri & Chuchu, 2017). As the acceptance of online purchasing continues, the current research must be updated and extended by investigating specific kinds of predictors that are linked with online purchasing and their influence on OPIs
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