Stimulus Organism Response Model Research Articles

Modeling the determinants of HEI students’ continuance intention to use ChatGPT for learning: a stimulus–organism–response approach

PurposeAlthough previous research has acknowledged the significance of comprehending the initial acceptance and adoption of ChatGPT in educational contexts, there has been relatively little focus on the user’s intention to continue using ChatGPT or its continued usage. Therefore, the current study aims to investigate the students’ continuance intentions to use ChatGPT for learning by adopting the stimulus–organism–response (SOR) model.Design/methodology/approachThis study has employed the SOR model to investigate how UTAUT factors (such as performance expectancy, facilitating conditions, effort expectancy and social influence) influence the cognitive responses of students (e.g. trust in ChatGPT and attitude towards ChatGPT), subsequently shaping their behavioral outcomes (e.g. the intention to continue using ChatGPT for study). A sample of 392 higher students in Vietnam and the PLS-SEM method was employed to investigate students’ continuance intention to use ChatGPT for learning.FindingsThis study reveals that students’ continuance intention to use ChatGPT for learning was directly affected by their attitude toward ChatGPT and trust in ChatGPT. Meanwhile, their attitude toward ChatGPT was built on effort expectancy, social influence, and facilitating conditions and trust in ChatGPT was developed from effort expectancy and social influence.Originality/valueBy extending the analysis beyond initial acceptance, this research provides valuable insights into the factors that influence the sustained utilization of ChatGPT in an educational environment.

The effect of review quality on purchase intention in cross-border e-commerce: The case of Hungary

AbstractThis study investigates the impact of review quality (a situational stimulus) on consumers' risk perception and purchase intention in cross-border e-commerce based on the Stimulus-Organism-Response (SOR) model. In doing so, quantitative research involving 400 Hungarian respondents was performed. The data were analysed using composite-based structural equation modelling (SEM). The study concludes that an experience created through highly qualified online reviews of previous consumers has a significant effect on mitigating consumers' risk perception while increasing their purchase intentions. The study also differentiates two aspects of risk, including perceived risk and affective risk, and reveals the two-fold mechanism of the decision-making journey. These results enrich the existing literature by supporting the use of the SOR model and introducing review quality as a situational stimulus to explain consumers' risk perception and purchase behaviours in cross-border e-commerce. Additionally, the study also provides valuable guidance in website design that can stimulate purchasing while lowering online perceived risk.

More than a mere cup of bubble tea: how does perceived luxuriousness affect the intentions to revisit?

PurposeThis study aims to investigate the influence of perceived luxuriousness on consumers’ revisit intentions via the mediating effects of positive and negative emotions based on the Stimulus-Organism-Response (SOR) model. In this context, “luxuriousness” specifically refers to the richness of furnishings, including the visual allure of aesthetic design and the surrounding cues.Design/methodology/approachA quantitative approach using a survey method is employed to analyse the collected 289 data from consumers of bubble tea. Partial least squares structural equation modelling is chosen as the main analytical approach to examine the research model.FindingsThe results showed that perceived luxuriousness has a significant positive influence on positive emotion and a significant negative influence on negative emotion. Furthermore, positive emotion positively affects revisit intentions, whereas negative emotion negatively affects revisit intentions. Positive emotion mediates the relationship between perceived luxuriousness and revisit intentions, but negative emotion does not.Originality/valueIn terms of theoretical contributions, this study contributes to the SOR model by exploring the influence of perceived luxuriousness on revisit intentions via the mediating effects of emotions in the bubble tea context, which has not been previously examined by past studies. In terms of managerial implications, this study provides insights into how to leverage the element of luxury to encourage consumers to revisit bubble tea stores.

PERSEPSI KUALITAS DAN CITRA MEREK DALAM MEMEDIASI PENGARUH E-WOM TERHADAP MINAT BELI

In recent years, many FNB (food and beverage) innovations have emerged and developed rapidly in Southeast Asia, including Indonesia. One of the FNB businesses that is currently developing and going viral in Indonesia is Mixue. The opening of the first Mixue outlet in Sumenep Regency had an impact on the strong desire of the public to try it. The reason is, Mixue is currently being discussed in cyberspace. This research aims to analyze the influence of Electronic Word of Mouth (e-WOM) on Mixue consumers' buying interest in Sumenep Regency with perceived quality and brand image as mediating variables. The purposive sampling method produced data from 100 respondents. The data analysis method uses PLS-SEM (Partial Least Square Structural Equation Modeling). The Stimulus Organism Response (SOR) model is the basis of the conceptual framework. Findings show that e-WOM influences purchase intention, perceived quality, and brand image. Perceived quality has no effect on purchase intention, while brand image has an effect on purchase intention. The research results show that e-WOM has no effect on perceived product quality, but does influence the brand image of FNB products which are currently viral, which then influences purchase intentions.

Examining Turkish travellers’ non-immersive virtual heritage tour experiences through stimulus–organism–response model

PurposeThis study aims to examine how travellers’ non-immersive virtual heritage authenticity, sense of presence and virtual tour satisfaction stimulate their behavioural intentions (continuance and travel intention) within the stimulus–organism–response model.Design/methodology/approachA questionnaire was designed to survey Turkish travellers (n = 275) participating in a virtual tour. A structural equation modelling method was used to estimate the model and test the research hypotheses.FindingsResearch findings revealed that four out of six hypotheses were supported. Based on the study outputs, authenticity and sense of presence impact overall travellers’ satisfaction. Furthermore, satisfaction influences continuance intention and travel intention.Originality/valueThe study presents a pioneering effort to investigate tourists’ non-immersive virtual heritage tour experiences in a developing destination context through a theoretical framework.

The impact of servicescape on consumer behavior from the perspective of territorial perception

This study aims to investigate the impact of physical and social factors in the servicescape on customer behavior through the mediation of customer territorial perception. Employing a quantitative analysis approach, the research conducted a questionnaire survey on 462 casual dining restaurant consumers in China, using a convenient sampling technique. Statistical tools are used to explore the influence mechanisms of territorial factors in the servicescape on customer behavior through territory perception. The study revealed that both physical and social factors in the servicescape significantly influence customers' territorial perception, subsequently impacting their behavior. By providing a new perspective on service marketing research, this study extends the existing research area and reflects the impact of customer-business and customer-customer interactions on business operations. It also reflects the hot research direction of customer experience in the servicescape. The practical significance of this research is highlighted for casual dining restaurant managers, emphasizing the necessity of comprehensive strategies, including overall planning of the service environment, functional layout design, and social interaction, to effectively manage the customer experience. Using territorial perception in the SOR (Stimulus-Organism-Response) model, this study gives useful information about territorial perception and could have a big effect on the service industry and market research by giving useful information for making the service environment better and customers happier.

The application of Moore's online learning interactions model in learning outcomes: The SOR (stimulus-organism-response) paradigm perspective

This study presents an in-depth exploration of the impact of online learning interactions on student learning outcomes. Drawing from the Stimulus-Organism-Response (SOR) paradigm, our study focuses on the effects of online learning interactions on learners' perception usefulness and ease of use, subsequently impacting their learning outcomes. The study employs a quantitative research methodology, gathering data from a sample of 397 students enrolled in various higher education institutions across China. Data collection involved administering structured questionnaires that were designed to quantitatively assess the three components of the SOR model: stimulus (online learning interactions), organism (students' perceptions), and response (learning outcomes). The measurement model assessment and structural model assessment were conducted. Our findings reveal that online learning interactions can effectively enhance learners' perception of online learning (usefulness and ease of use), thereby influencing their learning outcomes. Notably, perceived usefulness negatively mediates the relationship between online learning interactions and learning outcomes, while perceived ease of use positively mediates this relationship. These findings offer both theoretical and practical implications.

Factors Driving Consumer Impulse Buying On Fashion Products at Tiktok Live

The TikTok live-streaming commerce trend is swiftly gaining popularity in Indonesia, with numerous local fashion brands effectively capitalizing on this opportunity to boost their sales within a short timeframe. Previous research suggests that impulsive buying behavior serves as the underlying factor for this phenomenon. Hence, this research was carried out to investigate consumer behavior in live-streaming commerce, aiming to assist small-scale fashion businesses in enhancing their sales. The Stimulus Organism Response (SOR) Model uses price promotion, promotion time limit, streamer-consumer interaction, and consumer-consumer interaction to influence the consumer’ impulsive buying by perceived risk. The quantitative approach collected 445 data from Indonesia TikTok active users who have watched a fashion broadcast and have purchased during the broadcast. The result found that perceived risk significantly affects consumer impulsive buying behavior. The price promotion, promotion time limit, and consumer-consumer interaction were found to have a strong influence on perceived risk. Then, perceived risk-mediated promotion time limit and impulsive buying decision. It means that promotional time limits indirectly affect impulsive buying decisions. Thus, developing effective price promotion, promotion time limit, and consumer-consumer interaction strategy to drive their perceived risk making a purchase, and arrange an impactful promotion time limit tactic.

The influence of place attachment and emotional solidarity on residents’ involvement in tourism: perspectives from Orlando, Florida

PurposeUsing the Stimulus-Organism-Response (SOR) model as a theoretical guide, this study employed a conceptual model involving residents’ place attachment (S) to the destination in which they live and emotional solidarity with tourists (O) as precursors to their involvement in tourism (R). The purpose of this paper is threefold: To determine (1) whether residents’ place attachment explains their emotional solidarity with tourists, (2) if emotional solidarity is an effective predictor of residents’ involvement in tourism planning and development and (3) if emotional solidarity dimensions mediate the relationship between place attachment and involvement.Design/methodology/approachData were collected from 378 permanent resident heads of households living in, or adjacent to, central Orlando, using a self-administered survey with a census-guided systematic sampling method. Data were subjected to tests of normality and common method bias, followed by a two-step confirmatory factor analysis and structural equation modeling.FindingsSeven of the 11 proposed model hypotheses were supported, with moderate variances explained in each of the four outcome variables: welcoming nature (R2 = 19.3%), emotional closeness (R2 = 24.5%), sympathetic understanding (R2 = 39.4%) and involvement (R2 = 36.8%). Though both place identity and place dependence (as two dimensions of place attachment) were partial mediators, the former proved to be more pronounced.Originality/valueThis study employed non-economic measures—place attachment and emotional solidarity—in determining residents’ involvement in tourism within their community. Such an approach provides fresh insights into how such symbolic constructs can contribute to residents’ positive, actionable involvement in tourism. This research is one of the few that have incorporated emotional solidarity as a construct within the SOR model and the first to examine the indirect effects (through mediation) of emotional solidarity.

Consumer behavior based on the SOR model: How do short video advertisements affect furniture consumers’ purchase intentions?

Short video advertisements are a novel and influential medium for promoting furniture products, but their effects on consumers’ purchase intentions remain underexplored. This study applies the extended stimulus-organism-response (SOR) framework, a psychological theory that elucidates how stimuli (short video ads), organisms (consumers), and responses (purchase intentions) are interrelated. This study quantitatively examines these relationships using structural equation modeling (SEM). The results reveal that the Flow experience and Telepresence experience significantly affect purchase intentions, indicating that consumers who experience high levels of engagement and immersion while viewing short furniture-related video ads are more likely to exhibit buying behavior. This study also identifies three critical antecedents of the Telepresence experience: social influence, perceived entertainment value, and perceived interactivity. These factors may enhance the effectiveness of short-form video advertising by increasing consumer interaction and engagement. Moreover, convenience conditions, perceived entertainment value, and media richness significantly influence consumers’ flow experience. This suggests that these factors should be considered when designing short video advertisements to optimize consumers’ flow experience and thus increase purchase intentions. This study provides empirical evidence for the SOR framework, investigates the impact of short video advertisements on furniture consumers’ purchase intention, and offers practical implications and recommendations for marketing practitioners.

How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors

AbstractThe purpose of this study is to expand the stimulus‒organism‒response model to explore the impact of short video users’ persona perception on their purchase intention on short video platforms in the context of Chinese short video marketing. The model is empirically tested using structural equation modeling and survey data collected from 350 short video users. The results show that 10 of the 11 hypotheses in the research model are supported and have reliable prediction accuracy. Short video users’ persona perception of each dimension has a significant positive impact on shared value creation. This study thus constructs mediating and moderating variables by exploring the internal correlation and intermediate mechanism between short video users’ persona perception and purchase intention. First, shared value creation plays a mediating role between persona perception and purchase intention on short video platforms. Second, two individual-level moderating variables play a moderating role between shared value creation and purchase intention across short video platforms: Regulatory focus and social presence. This research therefore provides useful implications and guidance for brands and merchants seeking targeted and efficient precision marketing on short video platforms. It also enriches the theoretical research on consumer behavior on short video platforms.

Nexus Between In-Store Design Cues and Impulse Purchasing Behavior at Supermarkets in Yaoundé, Cameroon

Purpose: This study seeks to assess the relationship between in-store design cues (store layout, product placement, signage, and point of sales display) and impulse purchase behavior at supermarkets in Yaoundé, Cameroon. It also explores the moderating effects of age and gender on this relationship. Methods: The study adopted a quantitative design with the help of a model with four exogenous variables, two moderating variables, and one endogenous variable adapted from the stimulus organism response (S-O-R) model of Zajonc (1980). The questionnaires were administered both physically and online to 429 shoppers from four selected supermarkets. The multiple correspondence analysis was used to construct indexes for store layout, product placement, signage, and point of sales display. The ordinary least square estimation technique was used to test the hypotheses of the study. The moderating effects of gender and age were done by interacting the two moderating variables with the components of in-store design cues. Results: Results revealed that layout quality and point of sales display exerted significantly positive effects on shoppers' impulse purchasing behavior while signage and product placement had a positive but insignificant effect on customers' impulse purchasing behavior. The results also revealed a negative but insignificant moderating effect of gender while the moderating effect of age was positive and significant. An overall significant effect of design cues implies that the in-store design cues were found to be attractive and stimulating by the customers. Implications: The study therefore concluded that an improvement in the store design features will act as a significant stimulus for customers' increased impulse purchases. This study has significant practical and theoretical implications in the area of consumer behavior in the context of developing countries, like Cameroon.

Research on tourists' travel intention and usage of VR technologies based on SOR model: mediating role of personal values

PurposeThis study investigated the travel intentions (TIs) of Chinese travelers and their utilization of virtual tourism technology during the Zero COVID-19 policy period by using a stimulus-organism-response (SOR) model. The study specifically examines the interplay between knowledge of policy, perception of risk, TI, usage of virtual tourism technology (UVTT) and the mediating role of personal values.Design/methodology/approachThe data were collected from 333 Chinese travelers through an online questionnaire, and structural equation modeling (SEM) was employed to test the proposed hypotheses.FindingsThe study suggests that knowledge of policy and risk perception increase changes in personal values (PVs), which, in turn, affect Chinese travelers' TIs and the UVTT, with PVs playing a mediating role. Risk perception has a positive effect on the UVTT.Practical implicationsThis study highlights the positive impact of tourism policy knowledge and risk awareness on individual values as a stimulus. Stakeholders need to implement industry-specific policies that are in line with scientific developments. Tourism managers should prioritize understanding the psychological reactions of tourists in crises and provide support to mitigate negative emotions. Anticipating changes in PVs is crucial, as instability affects tourists' behavior. The findings of the study also provide valuable insights for technology designers and underscore the substitutability of virtual technologies in improving the tourism experience.Originality/valueThis study is the first to examine the mediating role of PVs in the relationship between knowledge of policy, tourism risk perception (TRP), TI and the UVTT based on the SOR model. The insights gained from this analysis can assist policymakers and tourism managers in understanding the psychological changes of tourists, thereby facilitating the development of appropriate tourism planning.

Livestream Shopping Breakthrough: Fast Fashion’s New Frontier Explored through Attitude, Influencer’s Advice, and Portal Quality

In today’s phygital world, the present study demystifies the impact of perceived benefits of Livestream shopping on the purchase intention of users toward fast fashion apparel aligned with theory of planned behavior. The uniqueness of the study is that it presents a novel stance by integrating stimulus-organism-response (SOR) theory and theory of planned behavior (TPB) to propose a comprehensive framework encompassing the relationship between perceptions, attitude and intention in the case of livestream shopping. It also extends the model by incorporating drivers- portal’s quality and influencer’s advice as the moderators to bridge the prevailing gap in literature. Structural equation modeling is applied to analyze the direct and indirect relationships (with attitude as a mediator) in the proposed model followed by evaluating the moderated mediation of portals’ quality and influencers’ advice through SPSS (Hayes, Model 21). Data is collected from 276 respondents using snowball-sampling technique. The novelty of this research lies in its investigation of the mediating role of attitude between perceived benefit of live-stream shopping and intention to purchase, where influencers’ advice was found to have moderated mediation between attitude and intention to buy. On contrast, portals’ quality had no significant moderated mediation effect between perceived benefit and attitude. This study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.

Exploring the psychological benefits of green apparel and its influence on attitude, intention and behavior among Generation Z: a serial multiple mediation study applying the stimulus–organism–response model

PurposeThis study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.Design/methodology/approachData were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.FindingsThe findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.Originality/valueThese findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

Assessing the Applicability and Reliability of the SOR Theory in the Healthcare Sector: A Comprehensive Review of Recent Research

The Stimulus-Organism-Response (SOR) theory, introduced by Mehrabian and Russell in 1974, has become a dominant theoretical model in the service industry to determine consumer behaviour. However, systematic reviews and meta-analyses of the theory are rare, and most research produces only empirical data. This research paper aims to compile and analyse research articles that have applied the SOR theory within the healthcare sector over the past five years to measure the model's effect and relevancy. The paper establishes a consistent method of compiling past papers from online databases, and only research papers cited under the SOR theory in the healthcare sector are analysed. The study finds that the SOR model is commonly used alongside other theories, such as Flow Theory and Theory of Reasoned Actions, and can be deemed generalizable to the service industry regardless of the industry. However, the paper has limitations, such as the overgeneralization of the collection of SOR papers without a specific scope, and future research could improve the results by carrying out a meta-analysis to further determine the overall model's reliability.

Domestic tourism and the effects of behavioral changes, government-media trust and moderation of “maintenance of country image”: theoretical analysis

PurposeContemporary changes have occurred in country-level policies and tourists’ intentions in recent years. The role of maintaining a country’s image is trendy in crisis control but has not yet been discussed in domestic tourism research. Extending the Stimulus Organism Response model, this study aims to focus on “trustable WOM creation” in China. In addition, it aimed to discover how behavioral changes encourage domestic tourism intention (DTI).Design/methodology/approachThis study explored the mediating role of DTI and the moderating role of maintenance of country image (MCI) for trustable word of mouth (WOM) creation. Using the snowball sampling technique, a structural equation modeling analysis (Smart PLS-4) was employed to analyze the data of 487 Chinese tourists.FindingsFindings confirm that behavioral changes positively encourage domestic tourism and discourage international tourism, with significant negative moderation by MCI. MCI has an insignificant positive moderating effect between government-media trust and DTI. Furthermore, DTI positively and directly affects the creation of trustable WOM. In addition, it had a 20% mediation effect (VAF%) between behavioral changes and WOM creation, higher than the rejected mediation effect (12%), in the causal relationship between government-media trust and WOM creation.Practical implicationsWOM creation varies from different behavioral changes, but findings suggest that government-media trust and DTI influenced it significantly. Based on the study findings, the government and media can enhance domestic tourism by maintaining the country’s image. These findings both encourage and control the recovery of tourism.Originality/valueThis study provides a theoretical explanation for tourists' behavioral changes during the pandemic. Moreover, it shows that despite avoiding international tourism due to behavioral changes and government-media trust, MCI moderation with the mediation effect of DTI can create trustable WOM. To the best of the authors’ knowledge, this is the first study to theoretically promote tourism through DTI-induced psychology as a mediator and an organism affect prevailing among Chinese tourists.

Corporate social responsibility and behavioral intentions in an emerging market: The mediating roles of green brand image and green trust

This study is driven by the absence of thorough investigations into the behavioral intentions of organizational consumers in the B2B market for paint and coatings, particularly within the industrial and marine coatings sector in Vietnam. Employing the stimulus–organism–response model, we tested the relationship between corporate social responsibility (CSR), green brand image (GBI), green trust (GT), and behavioral intentions (word-of-mouth intention, willingness to pay, and purchase intention) in the Vietnamese industrial and marine coatings industry. We also examined how GBI and GT mediate the relationship between CSR and behavioral intentions. Structural equation modeling was used to test the structural and measurement models and hypothetical relationships. The sample comprised 332 responses from stakeholders in the Vietnamese coating industry. Evidently, GT and CSR positively influenced word-of-mouth, willingness-to-pay, and green purchase intentions, with trust and commitment to sustainability being important drivers. While GBI positively influences purchase intention and willingness-to-pay, it has a weak effect on word-of-mouth intention, indicating that additional strategies are needed to stimulate word of mouth. Further, GT mediates the relationship between green purchase intentions and GBI, as well as between CSR and green purchase intentions. The outcomes highlight the value of incorporating CSR, GT, and GBI into the business strategies of Vietnamese industrial and marine coating companies. We discuss several theoretical and managerial implications, and the importance of studying the influence of GT, CSR, and GBI on consumers’ behavioral intentions across various cultural contexts.

Effects of Social Media Marketing on Brand Awareness Based on the Stimulus Organism Response Model in Developing Countries

Effects of Social Media Marketing on Brand Awareness Based on the Stimulus Organism Response Model in Developing Countries

Thinking fast and slow: a revised SOR model for an empirical examination of impulse buying at a luxury fashion outlet

PurposeDespite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).Design/methodology/approachThe authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.FindingsThe authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.Research limitations/implicationsThis study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.Practical implicationsInsights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.Originality/valueThe results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.