Stimulus Organism Response Model Research Articles

Emotional responses in online social interactions: the mediating role of flow

PurposeDrawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow.Design/methodology/approachThis research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model.FindingsThis study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention.Originality/valueThis paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.

A Study on the Influence of External Stimuli and Psychological Processes on Stationery Purchase Behavior Based on SOR

Based on the SOR (stimulus–organism–response) model to obtain 534 survey data from the MTurk platform, the relationship between external stimuli, psychological processes, and consumers’ stationery purchasing behavior was empirically analyzed using a multivariate ordered logistic regression model. In terms of marketing stimuli, consumers’ recognition of product quality and price as well as the convenience of purchasing channels significantly and positively influenced purchasing behavior; in terms of social stimuli, self’s opinion of needs and the positive evaluation of peers significantly and positively influenced purchasing behavior; in terms of psychological process, consumers’ knowledge, trust, willingness to know, and preference for stationery products significantly and positively influenced purchasing behavior. Accordingly, it is proposed that, in order to promote the purchase of stationery products, the production and operation links should ensure the quality of stationery products, promote price control in a reasonable range, guarantee a healthy, orderly, and convenient stationery market environment, as well as strengthen the multi-sensory promotion of stationery products.

The influence of customer trust and artificial intelligence on customer engagement and loyalty - The case of the home-sharing industry.

Trust is an essential factor in online and offline transactions. However, the role of customer trust has received limited attention in the home-sharing economy. Drawing on the revised stimulus organism response model and trust transfer theory, this paper examines how customer trust in home-sharing hosts and platforms affects customer relationships, manifested in customer engagement and loyalty. As artificial intelligence (AI) is extensively utilized within home-sharing platforms to facilitate business operations and enhance the customer experience, this study also examines the influence of AI on customer trust and other related outcomes. The research was undertaken in China, with respondents who had used home-sharing platforms. Results from structural equation modeling show that customer trust had a significant positive relationship with customer engagement and loyalty. Customer engagement mediates the relationship between trust and loyalty, while AI may have a negative moderating effect between host trust and customer engagement and customer engagement and loyalty. The paper contributes to marketing, sharing economy and AI research. The work has implications for practitioners offering suggestions to develop marketing strategies for business growth and sustainability.

Augmented reality's perceived immersion effect on the customer shopping process: decision-making quality and privacy concerns

PurposeThis study investigates the role of an augmented reality (AR)-based tool in customers' shopping processes.Design/methodology/approachUsing the stimulus-organism-response (SOR) and consumer decision-making models, this study builds a comprehensive theoretical model that investigates the mechanism sequentially connected AR-enabled shopping tool and customer responses. Décor Matters was chosen as the AR-enabled mobile application for this study. Qualtrics, which conducted the survey, collected 150 responses in the USA. The authors used structural equation model to test the hypotheses.FindingsThis study enriches the retail-related AR theory by offering a holistic and structural view of the factors that connect customers' cognitive and affective internal processes with customers' shopping task. However, having used only one type of AR-enabled app in the study, the findings remain limited.Research limitations/implicationsThis research advances the understanding of AR's role in the customer shopping process by validating the positive effect of immersion on purchase intention, as well as revealing the mediating effect of decision-making quality and the moderating effect of privacy concerns. However, as only one type of AR-enabled app was used in the study, the findings are still limited.Practical implicationsThe findings can help retailers to understand why and how firms can benefit from investing in AR-enabled apps (i.e. by focussing on customer perceived immersion and decision-making quality with AR).Originality/valueThis study's originality lies in the SOR model's extension, which integrates the customer decision-making model, allowing for connecting customers' cognitive and affective internal experiences with their shopping task. The findings can help retail managers to understand more clearly and in-depth why and how AR works in customers' shopping process.

Research on Customer Behavioral Intention of Hot Spring Resorts Based on SOR Model: The Multiple Mediation Effects of Service Climate and Employee Engagement

Based on the stimulus–organism–response (SOR) model, this study explored customer behavioral intentions and influencing factors in the service industry, represented by hotels. It studied the servicescape, customer emotions, and customer behavioral intentions. PROCESS analysis was conducted on 305 valid questionnaires collected from hot spring resorts. The study found that servicescape can predict customer behavioral intentions, that customer emotions have a partial mediating effect in the influence of servicescape on customer behavioral intentions, and that service climate and employee engagement have multiple mediation effects in the SOR model. Therefore, the researchers suggest that hotels can improve customer perceptions through decoration and staff management, and thereby develop the hotel in a sustainable way.

Understanding Chinese Consumers' Livestreaming Impulsive Buying: An Stimulus-Organism-Response Perspective and the Mediating Role of Emotions and Zhong Yong Tendency.

We built a livestreaming impulsive buying model based on stimulus-organism-response (SOR) theory, and we explored the impact of atmospheric cues (ACELS) and sales promotion (SPELS) on impulsive buying (IBI) based on emotions (EOC) and Zhong Yong tendency (ZYT) of online consumers. Combined with holistic orientation, perspective integration, and harmony maintenance, ZYT is a cognitive process involving individual events. We gathered 478 samples using a questionnaire to test the proposed research model. The empirical findings show that as the stimuli in the livestreaming environment, ACELS and SPELS during livestreaming greatly boost EOC while significantly constraining consumers’ ZYT. Among online consumers, positive EOC promotes IBI, whereas ZYT dampens it. In addition, EOC and ZYT mediate the relationship between stimulus factors and response factors in parallel, resulting in four model mediation paths. By incorporating the SOR model, this study provides theoretical underpinnings for the role of cognitive processing in impulsive purchases, as well as useful guidance for e-commerce platforms and streamers to effectively understand Chinese consumers’ purchase behavior, which benefits the development of effective promotion strategies and the creation of powerful marketing tools.

Consumer confusion and decision postponement in the online tourism domain: the moderating role of self-efficacy

PurposeInternet emergence has evolved the business of tourism companies, and every tourism company is available online and provides abundant choices, which causes consumers' confusion. The current study aims to investigate the interaction effect of demographic variables on confusion, decision postponement as a negative consequence of confusion and self-efficacy as a moderator in light of the stimulus organism response (SOR) model. Also, an attempt has been made to integrate the smart technology-based solution to deal with consumers' confusion.Design/methodology/approachThree-way ANOVA, Andrew Hayes process, structural equation modelling and random forest algorithm were used to assess the 507 self-filled questionnaire responses for examining consumers' confusion.FindingsThe results reveal that confusion decreases with increased education levels for each gender and age group. Also, for every gender and education level, consumer confusion increases and then decreases. Further, it was observed that self-efficacy effectively moderates the influence of different confusions on decision postponement. An artificial intelligence-enabled predictive model with an accuracy of 71.49% was established, which forecasts the possibility of consumers' decision postponement.Practical implicationsThis study offers the comprehension of how the travel site administrators and stakeholders have used artificial intelligence-enabled solution for consumers' confusion and to reduce decision postponement.Originality/valueTo the best of the authors' awareness, this is one of the first studies to unveil the interaction effect of demographic factors on confusion, assess the role of self-efficacy as a moderator and provide artificial intelligence-enabled solutions for consumers' confusion.

Mediating role of attitudinal and behavioral loyalty between destination attractiveness and environmentally responsible behavior based on Stimulus-Organism-Response model

ABSTRACT This study examined the causal relationships between destination attractiveness, attitudinal and behavioral loyalty, and environmentally responsible behavior based on the Stimulus-Organism-Response (SOR) model. Four hundred and eighty-six nature-based tourists were collected from Xitou Nature Education Area, Taiwan. Results show that the SOR model can effectively explain nature-based tourists’ environmentally responsible behavior generation. Tourists’ destination attractiveness would significantly trigger attitudinal and behavioral loyalty, and environmentally responsible behavior. Attitudinal and behavioral loyalty are the essential drivers to generate tourists’ environmentally responsible behavior. This study further contributes to the literature exploring destination loyalty as a mediator of environmentally responsible behavior.

Research on the influencing factors of agricultural product purchase willingness in social e-commerce situation

Abstract From the perspective of social e-commerce, this paper discusses the influencing factors and mechanism of purchase intention of agricultural products. Based on the stimulus–organism–response model, this paper constructs the relationship model of agricultural product characteristics, social trust, social stickiness, social support, social interaction, consumer perceived value and consumer purchase intention; the related hypotheses are found, and the hypothesis and the structural model are verified by analysing the data. The results show that the characteristics of agricultural products, social stickiness, social support, social interaction and consumer perceived value are the key factors that influence the purchase intention of agricultural products. Perceived value is the intermediary mechanism of social stickiness, social support, social interaction and purchase intention.

Explore How Online Healthcare Can Influence Willingness to Seek Offline Care.

With the recent development of internet healthcare, many hospitals have laid out their online platforms. However, there have been some poor service levels and low quality. The frequency of such problems has led to a decline in patient satisfaction. Therefore, it is vital to explore how hospitals can improve user satisfaction and willingness to visit them offline by setting up an online presence. Most studies conducted so far have remained limited to the single dimension of online or offline healthcare, with few studies exploring the relationship between them. While a few studies have explored the impact of online service quality on willingness to seek offline care, they also face the problem of a single perspective of analysis. Therefore, this study constructs a multidimensional model of the factors influencing online healthcare users’ willingness to seek offline care by integrating the value-based adoption model and the stimulus–organism–response model. Through a partial least squares-structural equation modelling analysis of 283 valid samples, this study found that online doctor–patient interactions and service quality positively impact user perception. This paper explores the development path of online healthcare from a new theoretical perspective. In addition, the findings provide new guidelines for hospitals to achieve economic and social benefits.

"Wow! It's Cool": How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement.

In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response (SOR) model by integration with brand attribution theory to conduct a cross sectional study using purposive sampling technique and surveying young consumers of smart gadgets in Pakistan. A total of 1,178 responses were received and analyzed by structural equation modeling. The results found a positive impact of brand coolness (stimulus) on brand love and brand engagement (both modeled as organism). Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight (both modeled as response). The findings suggest a very important contribution to theory and practice by testing unexploited outcomes of brand coolness. Especially, this study contributes to the consumer well-being literature, again an unexploited aspect of marketing literature. Despite the uniqueness of the findings, the cross sectional design of this study remains a major limitation. Future research may supplement the findings with the help of longitudinal studies. Marketers and practitioners may benefit from this study by improving the coolness of their brands so they may not only increase consumer engagement with the brand but they will also make consumers happy with their brands.

THE EFFECT OF SENSORY STIMULI ON INCREASING CUSTOMER SATISFACTION AND CUSTOMER ADVOCACY BANKALTIMTARA USING THE Stimulus ORGANISM RESPONSE (SOR) MODEL

Abstract: The purpose of this study is to prove that the Bankaltimtara website stimuli have an effect on the affective state of its customers, to prove that the Bankaltimtara's servicescape stimuli have an effect on the customer's affective state, to prove that the customer's affective state has an effect on increasing bankaltimtara's customer satisfaction. , to prove the affective state of customers mediating the influence of website stimuli on increasing customer satisfaction bankaltimtara, to prove the affective state of customers mediating the influence of website stimuli on increasing customer advocacy behavior bankaltimtara, to prove the affective state of customers mediating the effect of servicescape stimuli on increasing customer satisfaction bankaltimtara, to prove the situation customer affective mediates the effect of servicescape stimuli on increasing customer advocacy behavior ur bankaltimtara. This type of research uses survey research with a causative approach which aims to explain the causal relationship between two or more observed variables through hypothesis testing so that conclusions can be drawn. the population in this study were customers of conventional bankaltimtara savings. with Partial Least Square (PLS) program in data processing. the results of this study indicate that website stimuli have a positive and significant direct effect on the affective state of bankaltimtara customers, servicescape stimuli have a direct positive and significant effect on the affective state of bankaltimtara customers, affective state has a direct positive and significant effect on customer satisfaction bankaltimtara.
 Keywords: Effect Of Sensory Stimuli, Increasing Customer Satisfaction, Customer Advocacy, Stimulus Organism Response (SOR) Model, Bankaltimtara

Impacts of advisory perception and cultural distance on travel intention: evidence from China

PurposeThis study aims to investigate the impact of travel advisory perception and cultural distance on travel intention based on the push and pull theory, the stimulus–organism–response model and protection motivation theory.Design/methodology/approachThe paper conducts an empirical test with a questionnaire survey. The authors asked respondents to answer questions on a five-point Likert-type scale, which included threat severity, threat susceptibility, advisory perception, perceived cultural distance, travel motivation and travel intention.FindingsIn this paper, through a questionnaire of 424 respondents, the authors found that threat severity has a positive impact on advisory perception and perceived cultural distance, and that advisory perception indirectly affect travel intention through travel motivation.Originality/valuePrevious literature has discussed the influencing factors of travel intention but rarely does it consider the intrinsic relationship and interaction between advisory perception and cultural distance. The results of this study help fill some gaps in the research on advisory perception and perceived cultural distance, guide governments on how to better formulate travel advisories and provide a new perspective for tourism industry practitioners to improve their travel products after the COVID-19 pandemic especially.

In-game advertising and brand purchase intentions: an SOR perspective

PurposeThis study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers’ attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism-response (SOR) model.Design/methodology/approachThis study uses a structured online questionnaire to collect the data from 311 gamers aged between 18 and 35 years. This study examines mediation using bootstrapping.FindingsThis study authenticates the appropriateness of the SOR model in predicting the advertised brand purchase intentions. The results of this study indicated that attitude has a significant mediating role in the relationship of advertisement congruity, interactivity and intrusiveness with advertised brand purchase intentions. The results further revealed that this mediation was partial for all three relationships.Practical implicationsThe outcomes of the study are expected to benefit researchers and scholars to identify future research directions and thereby extend current know-how on gamification in general and in-game advertising in particular. The study findings will hold significance for marketers, advertisers and media planners too. By bringing out specific allied issues connected with in-game advertising, this study will help these stakeholders to plan their marketing campaigns in an efficient manner leading to higher traction and return on investment.Originality/valueThis study provides a new perspective to comprehend the purchase intention of gamers for brands advertised in online games through mediation by applying the underpinnings of the SOR model.

Linking Supply Chain Disruption Orientation to Supply Chain Resilience and Market Performance with the Stimulus–Organism–Response Model

Since 2020, supply chain disruptions have emerged as an ever-present challenge. This research provides a glimpse into the organizational structures that develop supply chain resilience and market performance amid continuous supply chain disruptions. Utilizing psychosomatic variables and empirical modeling, a model was constructed through a review of extant literature and tested with PLS-SEM analysis. Uniquely, this research model is framed with the stimulus–organism–response model; thus, placing a firm within the context of a tumultuous environment where stimuli elicit responses from an organization that behaves as an organism. Results demonstrate that organizational culture plays a critical role in developing supply chain resilience amid supply chain dynamism. Market performance was also developed but only through supply chain resilience; supply chain disruption orientation alone did not improve market performance. Mediation effects highlight the importance of supply chain disruption orientation, a strategic orientation that cements an organization’s ability to develop supply chain resilience.

Understanding customer's meaningful engagement with AI-powered service robots

PurposeThe purpose of this study is to empirically investigate what aspects of service robot interactions with customers can lead to meaningful outcomes in the view of customers. The study examines functional and emotional elements of AI service robots in terms of meaningful outcomes.Design/methodology/approachThis study highlights AI service robots' meaningful outcomes as a viable research problem and proposes a research model utilizing the Stimulus-Organism-Response (SOR) framework. As an empirical approach, 260 datasets were collected from customers who have experience with AI service restaurants in China.FindingsThe study examines the functional and emotional elements of AI-powered service robots on the attitude of and meaningful outcomes for customers. The results showed that the emotional (perceived friendliness and perceived coolness) and functional (perceived safety and robot competence) attributes of human–robot interactions (HRI) significantly affect the attitude toward using service robots. Second, the attitude toward using service robots significantly influences the experiential outcome and instrumental outcome of meaningful engagement.Research limitations/implicationsThis study highlights two elements (i.e. functional and emotional) of HRI effectiveness using two metrics: experiential and performance outcomes. Future studies should generalize the research findings of service robots in the current study using a larger quantity of data from various service fields.Originality/valueAs the first empirical study highlighting the customer experience with service robots, this study opens up a feasible research direction for the service industry to pursue in terms of conducting HRI studies from the view of customers. It identifies a research model pursuant to customers' experience with HRI in creating meaningful outcomes and it theoretically extends the SOR model to the hospitality study, focusing on the HRI issue.

The customer experience in Thailand's multichannel retail environments

PurposeThe purpose of this paper is to investigate cognitive and affective customer service in Thailand's maltichannel retail environment. The research used the stimulus–organism–response model of consumer behaviour. The study's theoretical framework incorporated the multichannel service quality framework (Sousa and Voss, 2006) and a decomposed measure of customer experience, including cognitive and affective customer experience (Gao et al., 2021). Outcomes investigated included repurchase intention and word-of-mouth intention.Design/methodology/approachA quantitative survey of Thai consumers (aged 18 and over) who had purchased from multichannel retailers at least one time in the past year (n = 502) was conducted. Data were collected online and analysed using a structural equation modelling approach.FindingsSignificant factors in cognitive customer experience and affective customer experience included breadth of channel choice, transparency of channel, content consistency and process consistency. Effects differed in strength on these effects. Cognitive customer experience and affective customer experience influenced repurchase intention and word-of-mouth intention, with a stronger effect from affective customer experience.Originality/valueThis research presents an integrative model for customer experience in multichannel marketing, incorporating a well-established model of multichannel service quality and a decomposed measure of customer experience. It also illustrates the difference between cognitive customer experience and affective customer experience, which have different effect sizes from antecedents and different effects on outcome variables. This finding is a significant theoretical advancement.

Channel integration affects usage intention in food delivery platform services: the mediating effect of perceived value

PurposeStructural equation modeling was conducted, and a sample with 577 consumers was investigated.Design/methodology/approachBased on the stimulus–organism–response (SOR) model, this study aims to explore how channel integration affects usage intention through perceived value in food delivery platform (FDP) services. Moreover, the author also examines the moderating effects of personal innovativeness and experience on the relationships in the model.FindingsThe study found that channel integration affects usage intention through perceived usefulness, perceived enjoyment and perceived price. Moreover, the moderating effects of personal innovativeness and experience are both significant in the model.Research limitations/implicationsThis study found that perceived usefulness, perceived enjoyment and perceived price are three major values influencing the relationship between channel integration and usage intention in FDP services. Moreover, for consumers with high personal innovativeness, perceived usefulness, perceived enjoyment, social image and perceived risk affecting usage intention will be weaker than for consumers with low personal innovativeness. However, for highly experienced consumers, perceived usefulness, perceived enjoyment and perceived price affecting usage intention will be stronger than for less experienced consumers.Practical implicationsThis study suggests that practitioners should develop value-driven innovative services and activities by integrating various channels for customers. Moreover, they should segment consumers on the basis of different levels of personal innovativeness and experience to provide different strategies for increasing the intention to use the service.Originality/valueThis study advances the extant knowledge of the SOR model in the context of online-to-offline commerce.

Use of artificial intelligence system to predict consumers’ behaviors

In online shopping enterprises, AI technology has been widely used to provide accurate and fast personalized consumer services. This research demonstrates the use of AI technology in the e-commerce business, specifically online enterprises, to determine different effects. The study was conducted in Jordan and involved about 230 participants. The study evaluated different impacts of AI, such as e-payment and stimulating consumers' sentiments. The study used the Stimulus–Organism–Response model (SOR) empirical model, which states that the examination of human processes differs from that of the machine assessment. The model classified the AI technology experienced by the customers' when they visit online to do purchasing. Online purchasing behaviors can be influenced by insight, accuracy, and interaction experience. Also, the perceived value was used as a mediating variable from the prospects of perceived hedonic and utility value. The research integrated empirical research models such as SEM and SPSS to analyze the data on the effects of three-dimension. The results indicated that the AI technology accuracy, interactive experience, and insight significantly affected customers' perceived hedonic and utilitarian values.

Organizational Climate, Innovation Orientation, and Innovative Work Behavior: The Mediating Role of Psychological Safety and Intrinsic Motivation

Nowadays, many high‐tech SMEs have gradually focused on innovation‐orientation and have adopted various measures to create an organizational climate, stimulate knowledge workers’ enthusiasm for innovation, and promote individual innovation behavior, but met with little success. Based on the stimulus organism response (SOR) model, the objective of this study is to explore the mediating factors that affect knowledge workers’ innovative work behavior, and construct a three‐level model of the external environment, psychological factors, and individual behavior. This study selected 575 valid samples from 24 high‐tech SMEs in Zhongguancun, which is a technology hub in Haidian District, Beijing, China. Through the convenience sampling method, This study analyze the data and perform structural equation modeling (SEM) using AMOS 23.0. The external environment (i.e., organizational climate, innovation orientation) and psychological factors (i.e., intrinsic motivation, psychological safety) have a significant positive impact on innovative work behavior. Psychological factors have the most significant impact on innovative work behavior. Besides, psychological factors also mediate the relationship between the external environment and innovative work behavior. The findings indicated that high‐tech SMEs need to formulate scientific innovation‐orientation when implementing strategies, and continue to shape a harmonious and equal organizational climate. Furthermore, high‐tech SMEs should encourage knowledge workers to speak the truth, express different voices, and stimulate work enthusiasm to improve psychological safety and intrinsic motivation, thereby enhancing knowledge workers’ innovative work behavior.