SOR Model Research Articles

ICT skills, entrepreneurial self-perceived creativity, and digital entrepreneurship: Insights from the stimulus-organism-response model

This study, anchored in the Stimulus-Organism-Response theory, aims to explore how ICT skills-related stimuli (information skills, operational skills, and creative skills) stimulate cognitive organisms (entrepreneurial self-perceived creativity), which, in turn, increases behavioral responses (attitude towards digital entrepreneurship and digital entrepreneurial intention) as well as investigate the detrimental effects of technology anxiety. Employing a cross-sectional design, the study leverages data from a sample of 604 higher education students across six universities in Vietnam. Hypotheses are assessed using partial least squares structural equation modeling (PLS-SEM). The results reveal positive influences of operational, informational, and creative skills on entrepreneurial self-perceived creativity, which significantly affected attitudes toward digital entrepreneurship and entrepreneurial intention. While technology anxiety negatively impacts entrepreneurial self-perceived creativity and attitudes toward digital entrepreneurship, its significant influence on digital entrepreneurial intention is not observed. The study also unveils the mediating role of entrepreneurial self-perceived creativity in the relationship between ICT skills, technology anxiety, and attitudes toward digital entrepreneurship and digital entrepreneurial intention. The research contributes to the theoretical understanding of digital entrepreneurial ventures, shedding light on the intricate dynamics among ICT skills, entrepreneurial self-perceived creativity, technology anxiety, and entrepreneurial responses. It also explores the applicability of the SOR model in emerging economies, providing valuable insights into the digital entrepreneurial landscape.

Why do people customize avatars in the metaverse? Curiosity and SOR model perspective

PurposeThe metaverse, a virtual space where one can build and explore with others using avatars, is drawing global interest. Then questions arise: What drives consumers to customize their avatars and purchase virtual items in the metaverse? Who customizes and purchases virtual items more than others? To find the answers, this study tested a research model that explains why consumers customize their avatars and buy virtual items in the metaverse.Design/methodology/approachBased on the stimuli-organism-response model, this study posits that metaverse characteristics (i.e. escapism, visual attractiveness, social interaction and autonomy) arouse consumers’ curiosity toward the metaverse, which in turn evokes avatar customization behavior and virtual item purchase intention. Survey data from 501 metaverse-experienced consumers in both the US and Korea are analyzed.FindingsThe result revealed that all four metaverse characteristics were found to stimulate consumers’ curiosity. Consumers’ curiosity enhances avatar customization behavior and purchase intention of the virtual items. Further, avatar customization behavior increases the purchase intention of virtual items.Practical implicationsThe findings provide valuable insights into how metaverse platforms can effectively engage consumers by stimulating curiosity, especially through social interaction, and offering extensive avatar customization options and virtual items.Originality/valueThis study highlights how the metaverse’s open-ended experiences, user-driven customization and social interactions – unlike traditional online games – spark consumer curiosity. It emphasizes the pivotal role of curiosity in driving metaverse engagement and highlights the need to consider it as a central construct in future research. Additionally, this study provides managerial implications for virtual item purchases in the metaverse.

Does Social Media Make Tourists More like Special Forces? The Impact of Supportive Communication on Generation Z’s Intention to Engage in Special Forces-Style Tourism

In the post-COVID-19 era, tourism and cultural industries have begun to bounce back, and their “revenge tourism” desire has forced “Special Forces-style tourism”, which was popularized throughout Chinese social media in 2023. This study explores a current knowledge gap in understanding how social media inspires Generation Z’s engagement in Special Forces tourism and implications for practical sustainable tourism. By leaning on the SOR model, Social Identity Theory, and Social Learning Theory, this study investigates how supportive and interactive social media environments shape the sustainable engagement intentions of Generation Z. We experimentally find that perceived supportive communication about sustainability issues significantly inflates sustainable engagement intentions in high-interactivity settings, by encouraging flow experiences and vicarious reinforcement that facilitate socially responsible travel decisions. Key findings include identification of supportive online interactions that can facilitate sustainable tourism among born-digital travelers, who enable informed, socially and environmentally responsible tourism behaviors.

Analysis of the Influence of Green Marketing Stimulus Factors on Purchase Decisions of Starbucks Indonesia Products with the Sor Model (Stimulus Organism Response): The Mediating Effect of Perceived Value

Analysis of the Influence of Green Marketing Stimulus Factors on Purchase Decisions of Starbucks Indonesia Products with the Sor Model (Stimulus Organism Response): The Mediating Effect of Perceived Value

AI Voice Cloning Technology under Human-machine Attachment Shared Mechanism Behavior Research

AI voice cloning technology, with its unique anthropomorphic and authenticity characteristics, successfully replicates human voice and endows it with eternal value, thus spawning a new mode of human-machine attachment. Based on the SOR model, this study introduces key variables to reconstruct the voice sharing model and uses structural equation modeling (SEM) to conduct a deep analysis of 302 questionnaire data. The research results show that the anthropomorphism and authenticity of technology, as well as users' attachment emotions, have significant positive effects on sharing behavior, while trust attitude shows a negative effect. In addition, attachment and trust play intermediary roles in sharing behavior. Based on these findings, this paper proposes suggestions for eliminating barriers, building trust, and returning to the user as the main subject to restart the human-machine attachment relationship, providing a new perspective for the research on the mechanism of voice sharing behavior under the background of human-machine attachment, aiming to build a closer and more stable human-machine voice symbiotic relationship.

The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED

With the popularity of social media platforms in China, research on social media advertising is increasing. Prior research has shown that the value perception given to consumers by social media advertising affects the purchase intention of consumers. However, its internal logic and behavioral mechanism have not been well investigated. In view of this, this research is designed to examine the direct effects of interactivity and aesthetic appeal of beauty product advertisements on perceived advertising value on RED and to explore the influence of perceived advertising value on consumers’ purchase intentions. Based on questionnaire analysis, bivariate regression analysis, and univariate regression analysis, we found the significant influence of interactivity and aesthetic appeal on advertising value as well as the influence of advertising value on consumers’ purchase intention. The chain behavior generation mechanism of consumers’ purchase decisions was also elaborated. This paper provides enlightenment for theoretical research, especially in enriching the SOR model. Also, the result has practical implications for enterprise practice, pointing out important directions for enterprises to design their advertisements.

Research on the Relationship between Characteristics of Video Bloggers and Consumers’ Purchase Intentions

Video blogging channels for social media technology continue to innovate and evolve, and brands are beginning to rely on social media channels for product marketing. The factors influencing consumers’ purchase intention for products advertised by video bloggers are numerous and unclear. The main purpose of this study is to explore the mechanism by which the characteristics of video bloggers influence the formation of emotional cognition and then influences consumers’ purchase intention. Based on the SOR model, 518 questionnaires were administered to Chinese video blogging users. The AMOS 24.0 and SPSSAU 24.0 web tools were used to analyze the study data. Empirical results indicate that consumers’ perceived homogeneity, expertise, degree of emotional attachment to video bloggers, and perceived source confidence have a direct or indirect positive influence on purchase intentions. Evident advertising intention weakens the relationship between emotional attachment and purchase intention. This result is strategically important for a brand’s advertising efforts and market share and provides new research insights and frameworks for studying consumers’ advertised product purchase behaviors in the context of video blogging channels for social media.

The Influence of the Characteristics of Tourism Performing Arts (TPA) Works on Audience'S Online Word-Of-Mouth Communication Based on SOR Model: A Chinese Performance Work Chang Henge as The Center

The Influence of the Characteristics of Tourism Performing Arts (TPA) Works on Audience'S Online Word-Of-Mouth Communication Based on SOR Model: A Chinese Performance Work Chang Henge as The Center

Integrating and extending the SOR model, TAM and the UTAUT to assess M-commerce adoption during COVID times

Integrating and extending the SOR model, TAM and the UTAUT to assess M-commerce adoption during COVID times

A Study on the Relationship between Payment Intentions and Influencing Factors of Audiences in e-Sports Games: Based on the SOR Model

A Study on the Relationship between Payment Intentions and Influencing Factors of Audiences in e-Sports Games: Based on the SOR Model

Research on factors affecting the purchase intention on TikTok live stream of students in Hanoi: A SOR model approach

Vietnam has recently witnessed a strong development of social commerce. After the COVID-19 pandemic, e-commerce live streaming rose dramatically to become a phenomenal presence in the live streaming industry. More and more consumers, especially young people in the Vietnamese market are participating in e-commerce live streaming platforms for online shopping since purchasing goods via live stream is not only to satisfy personal needs but also to entertain customers. Significantly, live interaction has opened a new era for brands and businesses to reach customers during Industry 4.0. This study aimed to analyze factors affecting purchase intention on the TikTok live stream of students in Hanoi city based on theories and results obtained from previous studies. The primary data from a survey of 186 students was analyzed by using structural equation modeling (SEM). Findings revealed that five factors were identified to have a positive influence on purchase intention, including live streamer’s attractiveness, price perception, scarcity persuasion, flow experience, and perceived value. Thereby, the research team proposed several solutions and recommendations for stakeholders in the investment and development of social commerce to build a system of factors and methods to help convert viewers into buyers on TikTok live stream in particular and on the Internet and other live broadcasting platforms in general.

온라인 쇼핑 챗봇의 추천서비스 메시지 유형이 지속 사용 의도에 미치는 영향 - SOR 모델을 중심으로 -

온라인 쇼핑 챗봇의 추천서비스 메시지 유형이 지속 사용 의도에 미치는 영향 - SOR 모델을 중심으로 -

The Impact of Brand Experience on eWOM: Brand Love and Brand Loyalty as Mediators in Consumer Electronics

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators in consumer electronic sector. Design/methodology/approach: A data survey was conducted in Ho Chi Minh City, Vietnam, with 350 eligible respondents via Google Forms. The PLS-SEM approach was implemented to gauge the measurement and structural model. Findings: The finding demonstrates that brand experience, brand love, and brand loyalty have a beneficial impact on eWOM. Furthermore, brand love and brand loyalty serve as mediators connecting brand experience and eWOM. Research limitations/implications: This research might be used by scholars and practitioners to investigate how brand experience impacts eWOM in the consumer electronics sector, focusing on brand love and brand loyalty as mediators. Originality/value: This investigation is one of the pioneers in deploying the SOR model to analyze how brand experience affects eWOM. It also contributes to existing research by highlighting the roles of brand love and brand loyalty as mediators in connecting brand experience with eWOM.

Influence of Live Commerce on Consumer Purchase Intention: Based on Internet-famous Food Research

In recent years, with the improvement of residents' living standards, "foodie" has gradually become a new character label. People like to try a variety of delicacies and share them on social media in their leisure time. It seems that sharing treats and punching in delicacy is becoming a new fashion lifestyle. Due to the popularization of the Internet + technology, online shopping, and the live broadcast economy come into view with a brand-new format. The host vividly explains and promotes products to consumers while consumers ask the host about the details of the product through the dialog box. By watching the live broadcast and ordering food online, it breaks through the limitations of time and geography, and not only brings great value of sales and profitability to the merchants, but also brings great convenience to consumers at the same time, making the shopping process full of entertainment and interaction. Consumers' willingness to buy is affected by a variety of external factors. This article mainly studies the factors that affect consumers' desire to purchase food in the live broadcast room. Based on the SOR model, the influencing factors are divided into reward mechanism and anchor influence. We introduce the perceived value and emotional identity of intermediate variables, use SPSS software to process the data collected by the questionnaires, and finally draw conclusions and make recommendations.

Can CSR influence Chinese consumers’ intention to purchase jewelry ethically? The moderating effect of eWOM based on the SOR model

Can CSR influence Chinese consumers’ intention to purchase jewelry ethically? The moderating effect of eWOM based on the SOR model

Understanding the influence of physical servicescape on consumers’ intentions to revisit dessert stores using the SOR model

The rise in dessert consumption in Asia, especially in Malaysia, has captivated scholars seeking to understand the factors influencing consumers’ intentions to visit dessert stores. Hence, this research aims to investigate how the physical servicescape affects consumers’ emotional experiences, encompassing feelings of pleasure and arousal, thereby impacting their intentions to revisit, all through the lens of the SOR framework. Data from a survey of 207 participants who visited dessert stores in the past were collected. Subsequently, the data were analyzed using partial least squares structural equation modeling. This study finds that aroma and cleanliness exhibit a significant positive influence on pleasure, whereas both music and aroma have a significant positive influence on arousal. Lastly, both pleasure and arousal exert a significant positive influence on revisit intentions. This study provides insights to business owners, policymakers, and other key stakeholders by elucidating the significant determinants of revisit intentions.

How social and media cues induce live streaming impulse buying? SOR model perspective.

Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how social cues (streamer interaction, peer interaction) and media cues (vividness, realness) impact pleasure, arousal, perceived uncertainty, and subsequently induce consumers' urge to buy impulsively. The model was tested by survey data from 403 consumers. SPSS and PLS are employed to verify the model. The findings revealed that realness and streamer interaction can reduce perceived uncertainty and foster a pleasant consumer experience, while vividness and peer interaction serve to awaken and delight consumers. Pleasure, arousal, and perceived uncertainty mediate antecedent variables' effects on urge to buy impulsively in a parallel and reverse way, and emotions exert a more powerful influence. This study enriched the research on the influence mechanisms of impulse buying driven by live streaming and provided suggestions for platforms and streamers to optimize product display and guide interaction, which is conducive to leveraging the advantages of live streaming and creating greater commercial value.

TOURISM ADVERTISING ATTRIBUTE FRAMING EFFECTS ON TRAVEL CONSUMERS' VISIT INTENTION

Tourist destination advertising information is the most direct tool to encourage consumers to choose travel destinations. People often describe travel motivations as either profit-driven (seeking relaxation) or avoidance-driven (escape from stress). Attribute framing is a type of framing effect. We can also describe tourism advertising messages as either highlighting the positive outcomes of travel or highlighting the avoidable negative outcomes of travel. This article is based on the relevant theories of SOR, framing effect, and elaboration possibility model, and uses a research method that combines experimental methods and questionnaire surveys to study the impact of tourism advertising attribute frames on consumers' travel intentions. The results show that: 1）Compared with the positive attribute frame, the negative attribute frame can better promote consumers' travel intention; 2）There is a significant interactive effect between consumer adjustment orientation and tourism advertising attribute frame, compared with the mismatch between adjustment orientation (promotion orientation and negative Attribute frame, defensive orientation and positive attribute frame), the matching of promotion orientation and positive attribute frame, prevention orientation and negative attribute frame significantly enhances consumers' travel intention; 3） Processing fluency in the matching of tourism advertising attribute frame and consumer adjustment orientation It plays a mediating role in the effect. When faced with positive attribute frame information, consumers with a promotion adjustment orientation will improve processing fluency and thus affect travel intention; consumers with a defense adjustment orientation will also improve processing fluency when faced with negative attribute frame information.

Why do you want an organic coffee? Self-care vs. world-care: A new SOR model approach to explain organic product purchase intentions of Spanish consumers

The growing concern for environmental preservation, sustainability and the well-being of producers and consumers has created demand for alternative organic products. In the context of organic product consumption, individuals may be motivated by self-care or world-care factors. This study proposes a new, adapted version of the SOR model − stimulus (S), organism (O), response (R) − to explore the acceptance of an organic coffee produced in Peru. The model used data from 570 Spanish consumers, and the analysis was carried out using partial least squares (PLS), based on variance. The findings revealed that world-care (S) significantly influences both hedonic and utilitarian attitudes (O), while self-care (S) was not found to have a significant impact on these attitudes. In addition, both hedonic and utilitarian attitudes were found to influence consumers' purchase intentions for organic coffee (R), with hedonic attitudes playing a particularly crucial role. These results carry substantial theoretical and practical implications for the fostering of a more sustainable and environmentally conscious coffee market.

How does the online innovation community climate affect the user's value co-creation behavior: The mediating role of motivation.

Online Innovation Community (OIC) serves as a virtual space for users to exchange products and services, and share knowledge and information. Previous studies have indicated that community climate is an important factor affecting users' value co-creation behavior, however, the influencing process has not been clearly revealed from the perspective of motivation. In this study, we explored the relationship between online innovation community climate (supportive climate and controlling climate), user motivation and value co-creation behavior (user's participation behavior and user's citizenship behavior) based on the SOR model. The study sample included 29,835 pieces of information from 3,315 users in 14 product sections of the OnePlus Community which were analyzed with Mplus8.1. The findings revealed that: (1) The supportive climate had a positive impact on user's citizenship behavior(β = 0.042), while the controlling climate exerted a significant positive impact on user's citizenship behavior (β = 0.078) and user's participation behavior(β = 0.099); (2) The need for achievement played a suppressing effect between community climate and user's participation behavior, the need for power played a suppressing effect between supportive climate and user's value co-creation behavior, and the need for affiliation played a mediating role between supportive climate and user's citizenship behavior (β = 0.010) and user's participation behavior(β = 0.006); (3) Community trust positively moderated the relationship between the need for achievement and user's participation behavior(β = 0.058) as well as between the need for power and user's participation behavior(β = 0.043).