Abstract
Merchants and sites that promote online businesses may face challenges in how to satisfy different online buyers. This research implies the organism-response (SOR) theory of stimuli, stimuli are considered as cognitive and affective reactions are organisms that measure online services and experiences in online purchases. This research is considered very important because the issue raised is how service failure, namely trust, is a phenomenon that is often heard about in this business. This research distributed 150 online questionnaires to a random sample of volunteers who had substantial online shopping experience from 15 provinces in Indonesia. The research results show that trust mediates the influence of experience quality on online buyers' behavioral intentions. The quality of experience directly influences behavioral intentions. For further research, other mediating variables need to be developed which are considered to support stimuli such as emotions and satisfaction. Big data is needed in consumer behavior segmentation.
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