Online Merchandising Cues Influencing the Purchase Intention of Generation Z Mediated by Emotions Using-S-O-R Framework

Abstract

Online retailing is a competitive and dynamic area, which is created based on the artificial brick and motor concept. This artificial brick and motor concept has to create an online shopping atmosphere and design, which need to be strong in terms of attracting the end consumers. And to do this there needs to be a trigger, or in other words a stimulus which causes an action and the response becomes reaction to that stimulus. Based on the past theories by psychologists the stimulus and response is not the only factor which serves as a basis for decision making but there is a third essential and integral dimension that is organism. Organism simply means a system consisting of interdependent parts which are interlinked. This research paper makes an attempt to study the Stimulus-Organism-Response (S-O-R) model in the online context giving an overview on the evolution of S-O-R model in various context of online retailing with respect to the advent of e-commerce. In this study, we identify and explore how online merchandising cues and emotional states of generation Z influence the various dimensions of purchase intentions for apparel shopping. It also aims to find the importance of stimulus and response when mediated by organism which is reviewed as emotion of consumers from the gaps of various literatures.