Stimulus Organism Response Theory Research Articles

The Effect of Tagline "Beli Sekarang, Bayar Nanti" on Decision to Use Shopee Paylater

This study aims to determine the effect of the tagline "Beli Sekarang, Bayar Nanti” on decision to use Shopee PayLater for Generation Z in Bekasi, West Java, Indonesia. The theoretical studies used in this research are persuasive communication; SOR (Stimulus-Organism-Response) theory; marketing communication; tagline (familiarity, differentiation, message or value), and purchase decision. This is a quantitative research; distributing questionnaires to 100 respondents in Bekasi area. The sampling technique in this study is nonprobability sampling, namely purposive sampling. Data analysis techniques used is descriptive analysis and simple linear regression analysis. The results showed that there is a relationship between the tagline "Beli Sekarang, Bayar Nanti" and the decision to use Shopee PayLater with a correlation coefficient value of 0.510. The effect of the tagline "Beli Sekarang, Bayar Nanti" on the decision to use Shopee PayLater is 26%.

How travel live streaming servicescape affects users' travel intention: evidence from structural equation model and fuzzy-set qualitative comparative analysis

PurposeIt is unclear what constitutes the tourism live streaming (TLS) servicescape and how it affects users' travel intention (TI). The study aims to explore the composition of the TLS servicescape, the influence mechanism of the TLS servicescape on users' TI and the formation of users' TI.Design/methodology/approachBased on stimulus organism response theory (SOR), we develop a mediation model to explore the influence of TLS servicescape on users' TI. This study collected data from 432 Chinese TLS users through an online questionnaire, and we used the structural equation model and the SPSS PROCESS macro to test the proposed model. In addition, we tested the variable relationships using fuzzy-set qualitative comparative analysis (fsQCA).FindingsTLS servicescape is a second-order variable that can be categorized into physical element (PE), social element (SOE), symbolic element (SYE) and natural element (NE). TLS servicescape influences TI by affecting social presence (SP) and customer engagement (CE). The fsQCA reveals seven combinations of PE, SOE, SYE, NE, SP and CE that form a high TI for TLS users.Originality/valueUsing multiple data analysis methods, the study emphasizes the significance of the TLS servicescape for TLS. It explores how to evoke users' TI in TLS and provides a reference for TLS marketing.

The influence of 360-degree VR videos on tourism web usage behaviour: the role of web navigability and visual interface design quality

Purpose Using the stimulus–organism–response (SOR) theoretical model, this empirical research aims to examine and validate how tourists’ interactions with 360-degree virtual reality (VR) videos incorporating Web navigability and visual interface design quality (stimulus) on travel websites can make tourists more engaged and then satisfied (organism), which could make them more likely to visit destinations and spread electronic word of mouth (e-WOM) (response). Design/methodology/approach Using the convenience sampling method, 975 responses were collected through a questionnaire. The data were analysed using Smart-PLS 4 software to investigate the hypothesised relationships. Findings The findings demonstrate that 360-degree VR videos significantly create Web user engagement, and Web user engagement is significantly associated with Web user satisfaction. The result shows that Web user engagement and satisfaction impact the intention to visit the tourist destination. Additionally, Web user satisfaction impacts e-WOM. Lastly, navigability and visual interface design quality are significantly moderated between 360-degree VR videos and Web user engagement. Research limitations/implications This research only examined the tourists’ behavioural intentions with 360-degree VR videos during the pre-travel phase. In contrast, future research may investigate how tourists behave with VR during the on-site and post-travel phases. Practical implications Tourism marketers should not only adopt 360-degree VR but also integrate Web navigability and visual interface design to boost Web users’ engagement on tourism websites. Originality/value This study advances the study of VR from the tourists’ psychological perspective. Moreover, the SOR theory has been re-examined from the VR and technology tourism perspectives. It provides a general understanding of the behavioural aspects of tourists in developing countries.

Effects of Social Media Marketing on Buying Interest

This study aims to analyze Instagram's social media marketing activities have a positive and significant effect on brand equity, buying interest, word-of-mouth marketing. The author updates the research model that has previously been carried out. The industry that the researchers chose was the dairy industry. This study uses SOR (Stimulus Organism Response) theory as the basis for research. This researcher used quantitative methods with 192 respondents using the Roscoe formula with purposive sampling techniques. Data in this study was obtained by filling out questionnaires by respondents. There are 28 questions that must be answered by respondents through Google Form. Researchers analyzed the results of the validity of the Fornel Lacker Criterion discriminant. This study is intended to determine the impact generated from social media marketing activities (SMMA) and buying interest in children's milk products. This research shows that Instagram's social media marketing activities have a positive and significant effect on buying interest. Brand equity has a positive and significant effect on word-of-mouth marketing. The result obtained for marketing effectiveness is to use word of mouth marketing which has a positive and significant effect on respondents' buying interest.

Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework

PurposeSocial media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.Design/methodology/approachBy using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.FindingsThe findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.Practical implicationsThis study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.Originality/valueThis original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes

The application of augmented reality (AR) in the beauty and hairdressing industry provides customers with a rich experience, especially in terms of virtual hair styling. Through virtual hair color tests, customers can quickly decide on the most suitable hair dye for them. Teenagers use multimedia communication channels to distinctively express their enjoyment of and aesthetic experiences with the interactive, emotional, and spatial aspects of AR. They can also preview diverse hair dyes and hairstyles in a virtual environment and, ultimately, select the option that suits them the most. This study applied the Stimulus–Organism–Response (S–O–R) theoretical framework and collected 337 valid samples through a SmartPLS-4-supported questionnaire survey for analysis. The results revealed that spatiality significantly influenced behavioral intention in the context of aesthetic experiences, whereas interactivity significantly influenced behavioral intention in the context of entertainment experiences. Overall, the hair dye consumption behavior of Taiwanese teenagers was positively influenced by spatiality and interactivity, and the overall model was well structured. The findings of this study can serve as a reference for businesses to develop innovative technology products that enhance consumer marketing experiences and can contribute to the future development of the hair dye segment of the fashion industry.

Experience‐driven well‐being and purchase: An alternative model of memorable wine tourism experiences

AbstractWine tourism has several distinctive features that militate against using Kim et al.'s model of memorable tourism experiences to understand its antecedents and consequences. Accordingly, this study adopts an alternative theoretical framework—the stimulus–organism–response theory—to develop an alternative model. Data were collected from visitors to a well‐known vineyard in Yantai, China and structural equation modelling and multiple group analysis were used to analyse them. The results suggest that experience co‐creation, sensory experience, experiential satisfaction and appealing winescape are significant and positive antecedents of a memorable wine tourism experience, while eudaimonic well‐being and wine purchase intention are significant and positive outcome variables. Visit frequency was found to be a moderating variable linking the winescape to memorable wine tourism experiences. Those who travel to the region frequently form a bond with the winescape that not only contributes to their well‐being but also stimulates their future intentions to purchase its wine.

Panic consumption under public health emergencies: The mediating role of risk perception

Abstract Aim The primary objective of this study was to examine and explain the public panic consumption model based on the stimulus–organism–response theory, during the peak time period of the COVID-19 pandemic in China. Subject and methods The research data were collected through the questionnaires adapted for the purpose of this survey, which included a total of 408 participants (33% female) from the global population. The stepwise regression analysis has been conducted. Results The results have shown that both physical social networks and online social networks have a significant positive impact on infection risk perception, but the impact of physical social networks has proved to be a better predictor. Infection information obtained from physical social networks affects conformity buying and uncontrolled self-medication if the perceived risk perception is higher. When it comes to the impact of risk perception on conformity buying, health change has a significant negative regulatory effect. In the impact of risk perception on the uncontrolled self-medication, health change has no significant regulatory effect. Conclusions During the recent epidemic states, it is noticeable that public panic consumption has aggravated the difficulty of emergency management. Especially when it comes to the management of medical materials and medicines. In order to tackle this challenge in the future, the trigger mechanisms behind panic consumption are revealed.

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.

Interpreting the impact of augmented reality on heritage tourism: two empirical studies from World Heritage sites

ABSTRACT The promotion of tourism experiences through Augmented Reality (AR) technology has become a hot topic in current tourism research. Nevertheless, in heritage tourism research, when AR technology is adopted in heritage destinations, empirical studies on tourist responses still need to be further investigated. To bridge this research gap, this study constructed a theoretical model based on the stimulus organism response (SOR) and presence theories to explore the influence of authenticity (object-based and existential authenticity) on tourist presence perception and behavioral intention. The survey data revealed that, based on these two different World Heritage sites in Beijing (The Forbidden City) and Macao (Ruins of St. Paul's), China, presented through AR, similar findings were revealed, i.e. two different kinds of authenticity affect the formation of tourists’ presence and further influence tourists’ travel intentions. This current study extends the SOR theory by integrating object-based authenticity, existential authenticity, and presence into a theoretical model. In addition to this, the findings presented in the study can contribute to heritage site managers’ knowledge of how AR affects the heritage tourism experience of visitors as well as the marketing of heritage sites.

E-commerce live streaming impact analysis based on stimulus-organism response theory

E-commerce live streaming impact analysis based on stimulus-organism response theory

Factors affecting customer retention of e-marketplace industries through Stimulus-Organism-Response (SOR) model and mediating effect

This research aims to study the factors influencing customer retention of E-Marketplace businesses by applying the SOR theory and the mediating effect by examining the relationship between value perception, customer engagement, brand loyalty, and customer retention variables by creating a model based on the SOR theory to study the influence of environmental factors that will lead to customer retention mechanisms. The study focused on a sample group of 426 people who have used E-Marketplace services using an online questionnaire as a research tool. The model was analyzed using the CFA and the hypothesis was tested using the SEM analysis. The results showed that stimuli (S), such as customer value perception, had a strong positive influence and a crucial role in the development and creation of a mechanism for assessing individuals' internal feelings (O) on two variables, customer engagement, brand loyalty, and directly influence customer retention. Furthermore, significant evidence also showed that brand loyalty has an important role as a mediator between customer value perception and customer retention, which is the outcome factor (R) of this study. This structural model can explain customer engagement and retention up to 86.50 percent. Therefore, this research has value as a theory and guideline in formulating an operational strategy for E-Marketplace businesses.

Cloud Computing-Based Virtual Learning Environments: Factors That Build Trust and Satisfaction Leading to Acceptance

Cloud computing-based virtual learning environments (CVLE) can help students with rural backgrounds improve their academic skill set. However, the teachers and students are not satisfied with this pedagogical model. This study empirically examines whether CVLE-related performance attributes, characteristics, and administrative factors can help students with a rural background build internal feelings of trust in CVLE and satisfaction with its use to manage knowledge. As a result, they will intend to use CVLE to become academically competitive. We employed a mixed-method research approach, collected data from 449 university students with a rural background in Hefei, China, and performed analyses using Smart-PLS. We employed the stimulus–organism–response theory. We considered and empirically confirmed that CVLE-related performance attributes (perceived ease of use and usefulness), characteristics (interactivity, omnipresence), and administrative factors (university support) are stimuli to build an organism (trust, satisfaction). This organism will, in response, results in students’ intention to use CVLE. We also examined the mediating role of trust and satisfaction between stimulus and response factors and found a significant mediation between 11 out of 14 mediating associations. This study has theoretical implications for researchers and practical implications for policymakers, government educational authorities, the administration of higher education institutes, and cloud computing service providers.

How effective are user-generated travel short videos in promoting a destination online?

The purpose of this study is to investigate the influence of the effects of “user-generated travel short videos” (UGTSV; visual effect, musical effect, culture and activity effect, pop effect) on familiarity and involvement with destinations, in relation to any further intention to visit a destination. Drawing on stimulus organism response theory, this research used an online survey design to evaluate tourists’ perception of three targeted travel short videos. The data from 646 respondents were analyzed using exploratory factor analysis and regression analysis. The results demonstrate that, except for the musical effect, all other short video effects significantly affect the level of familiarity, as well as behavioral involvement with a UGTSV destination. In addition, both tourist familiarity and behavioral involvement significantly affect their visit intentions. These findings enrich our understanding of UGTSV-induced tourism and help destination managers to develop marketing strategies utilizing short videos to attract potential tourists.

Neighborhood effect, virtual social networks, and farmers' social e‐commerce participation behavior

AbstractThe development of social e‐commerce can integrate the production, circulation, and sales of agricultural products; realize the digitalization of the agricultural production process; and promote farmers' savings and profits. On the basis of the stimulus–organism–response theory and the embedding theories, microsurvey data of 302 farmers regarding the winter jujube production area of the Dali facility in the Shaanxi Province were used to empirically test the impact of neighborhood effect (NE) and virtual social networks on farmers' participation in social e‐commerce, and the interaction effect of the two aspects. Additionally, we analyzed its mechanism under the framework of “social networks‐farmers' cognition‐social e‐commerce participation behavior (SEPB).” The research results are as follows. First, neighborhood participation, social software friends, and information release have a significant positive impact on farmers' SEPB, whereas information reception has a negative impact. Second, the empirical results considering the comprehensive effects of various variables show that NE, network communication, and network participation (NP) can all promote farmers' participation in social e‐commerce, and NP is complementary to NE. Third, mechanism analysis shows that NE and NP produce partial mediating effect and complete mediating effect, respectively, through self‐competence recognition (SR), which in turn positively impacts the SEPB. In the heterogeneity analysis, for farmers with a plantation area of less than or equal to 0.447 ha, SR has a partial mediating effect on the process of NE affecting SEPB, whereas the motivating factor is NP. In terms of labor force structure, only the percentage of nonagricultural workers exceeds 0.253, NE and NP affect SEPB through SR. This study can provide a reference for farmers to rationally use their social networks, and guide the formulation of social e‐commerce support policies at the national level.

In Solitude, I Seek a Better Me: How Solitude Affects Tourists’ Eudaimonic, Hedonic, and Behavioral Outcomes

The phenomenon of solitude-seeking tourism has gained attention in recent years due to the growing emphasis on mental and emotional health. While solitude has garnered increasing scholarly and practical interest, there has been limited attention given to how solitude shapes the eudaimonic, hedonic, and behavioral outcomes of tourists. To address the gaps, this study proposes a novel theoretical framework based on the Stimulus???Organism???Response theory and eudaimonia???hedonia literature, which examines the relationships between solitude, intrapersonal authenticity, self-development, subjective well-being, and behavioral intention. Through the analysis of 320 valid responses using partial least squares???structural equation modeling, this study indicates that the physical & personal freedom and intellectual & spiritual elements dimensions in solitude positively contribute to intrapersonal authenticity and self-development. Intrapersonal authenticity and self-development, in turn, lead to subjective well-being, which ultimately has a positive influence on behavioral intention. The implications of these findings for academics, destination practitioners, and policymakers are discussed.

To answer or to ignore? The impact of questioners and questions on continuous knowledge contributions in virtual Q&A communities

ABSTRACT Continuous knowledge contributions are a key component of the success of virtual question and answer (Q&A) communities. Continuous knowledge contributions comprise answerers’ responses to questioners and their questions. As antecedent information to continuous knowledge contributions, based on stimulus–organism–response theory and information dual-process theory, a research model that reflects the impact of the characteristics of questions and questioners on answerers’ continuous knowledge contributions is established. Then, the model is empirically examined by using short panel data containing 44,198 question and answer interaction data points collected from 1,830 answerers on the Chinese Software Developer Network. Meanwhile, the mediation effects of outcome expectations and perceived achievement on the characteristics of questions and questioners are investigated. The two-way fixed-effects negative binomial regression results show that (1) the label similarity, question readability, norms of reciprocity and reputation of questioners all have a positive impact on answerers’ continuous knowledge contributions in virtual question and answer communities; (2) outcome expectations fully mediate the effect of label similarity, while they partially mediate the effect of question readability, the norms of reciprocity and the reputation of questioners; and (3) perceived achievement mediates the effects of label similarity, the norms of reciprocity and the reputation of questioners.

Do Perceptions of Destination Social Responsibility Contribute to Environmentally Responsible Behavior? A Case Study in Phu Quoc, Vietnam

This study examined the direct and indirect relationships between perceptions of destination social responsibility and environmentally responsible behavior. This paper uses the Stimulus–Organism–Response theory to evaluate the mediating roles of identification, reputation, and satisfaction of the destination for visitors. With a sample size of 371 Vietnamese tourists, PLS-SEM was used to assess the model and test the hypothesis. The findings indicate that the perception of destination social responsibility positively impacts Vietnamese tourists’ commitment to environmentally responsible behavior. The results also support the concept that the degree of tourists’ environmentally responsible behavior is indirectly influenced by the perceived social responsibility of the destination through its identification, reputation, and satisfaction. This study offers theoretical and practical insights into how to enhance the efficiency of destination social responsibility programs and improve Vietnamese tourist’s impressions of Phu Quoc.

A STUDY OF THE INFLUENCE OF BRAND IMAGE ON THE PURCHASE INTENTION OF NEW ENERGY VEHICLES: THE MEDIATING EFFECT OF BRAND TRUST AND THE MODERATING EFFECT OF PERCEIVED VALUE

This article examines new energy vehicles as the research subject and analyzes the impact mechanism of brand image on purchase intention through empirical research. The research model is constructed based on the Stimulus-Organism-Response theory (S-O-R) and Theory of Planned Behavior (TPB). In this model, brand image is the independent variable, brand trust is the intermediary variable, purchase intention is the dependent variable, and perceived price is the moderating variable. Research hypotheses are proposed. A survey questionnaire is used to gather raw data, hypothesis testing is conducted using SPSS 21, and research conclusions are derived through empirical analysis. The results indicate that brand image significantly and positively affects consumers' purchase intention. Brand trust plays a mediating role in the relationship between brand image and purchase intention. Perceived value moderates the relationship between brand trust and purchase intention. Based on the research findings, specific management practices are proposed to optimize the brand image of new energy vehicles and stimulate and enhance consumers' purchasing intentions. The findings suggest prioritizing the cultivation of a strong brand image to boost purchasing intentions, addressing cognitive biases to strengthen brand trust, and focusing on developing perceived value to stimulate purchasing intentions.

Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps

PurposeThis study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC).Design/methodology/approachA sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events.FindingsResults indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand.Originality/valueThis study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.