Stimulus Organism Response Research Articles

What drives Chinese Generation Z’s purchase intentions for new Chinese style apparel? A study from a stimulus-organism-response perspective

PurposeThis study aims to understand how product attributes (object stimuli), social influences (social-psychological stimuli) and internal factors (internal stimuli) contribute to Chinese Generation Z’s purchase intentions (responses) for new Chinese style apparel (NCSA) through NCSA attitudes (cognitive state) and cultural pride (affective state) based on the stimulus-organism-response (S-O-R) model.Design/methodology/approachData were collected from 989 respondents aged between 18 and 29 years through self-administrated questionnaires via a professional survey panel, Credamo, in China. Data were analyzed using structural equation modeling.FindingsResults showed that among the seven stimuli, NCSA’s design, online social networking communities, cultural identity and personal norms significantly influenced Generation Z’s purchase intentions through both NCSA attitudes and cultural pride. Further, NCSA’s cultural connotations and celebrity influences elicited purchase intentions merely through the affective state – cultural pride. In contrast, NCSA’s functionality did not have a significant influence on NCSA attitudes and adversely affected cultural pride.Originality/valueThis study fills the research gap and extends the application of the S-O-R model within the NCSA context. The findings of this study shed light on the practical implications for marketers, brands and policymakers with regard to a better understanding of Chinese Generation Z’s NCSA consumption.

Understanding the purchase intention in live streaming from the perspective of social image

E-commerce live streaming (hereafter, “ELS”) has introduced novel avenues for E-commerce. Driven by commercial goals, ELS streamers work to craft, sustain, and enhance their social images to attract popularity, acceptance, trust, and other beneficial outcomes. This article investigates how various characteristics of a streamer’s social image influence purchase intentions within ELS, using a conceptual model comprising fourteen hypotheses based on the Stimulus-Organism-Response (SOR) framework. This model examines social image through three dimensions that correspond to the intentional behaviors of ELS streamers. The findings indicate that consumers’ purchase intention is significantly influenced by characteristics that benefit the first impression developed by the streamer, namely physical attractiveness. Characteristics that benefit the endorsement of products, namely matchup congruence, authenticity, and expertise, also positively affect consumer purchase intention. Moreover, the effect of streamers’ social image characteristics that benefit communication traits, entertainment, and responsiveness, are tested respectively. However, surprisingly contrary to our expectation, entertainment features have no significant effect on both trust and purchase intention. Responsiveness has significant effects on trust but no significant effects on purchase intention. Potential psychological and regulatory explanations for this finding is provided. The article also offers strategic recommendations for streamers and e-commerce businessmen to refine their live-streaming efforts.

Exploring visitor’s satisfaction and recommendation intention at mega sporting events using the S-O-R model with host country hospitability as moderator

ABSTRACT Research question This study aims to study visitor satisfaction and recommendation intention at mega sporting events using the Stimulus-Organism-Response (S-O-R) model, with host country hospitability as a moderator. Research method Data collected from 321 respondents were analyzed through partial least squares Structural Equation Modeling (PLS-SEM), and the findings of this study revealed that visitor satisfaction is affected by the ambient conditions, amenities, and convenience of the venue. Results and Findings The findings also revealed that perceptions of price value have a modest effect on visitor satisfaction. Visitor satisfaction, in turn, significantly drives recommendation intention. The moderating role of host country hospitability presents mixed results. It enhances the positive impact of ambient conditions and convenience on visitor satisfaction but does not significantly affect the relationships between price value or amenities and satisfaction. This implies that organizers of mega sporting events should focus on creating a pleasant environment and facilitating good amenities and easy access. In addition, a host country's hospitability can enhance visitor satisfaction, particularly through a welcoming atmosphere and convenient arrangements. Implication This study contributes to the existing body of event and tourism management, specifically in the context of mega sporting event. The study's findings will help service providers and policymakers to develop more robust strategies for the future mega sporting events by enhancing the visitor satisfaction, particularly through a welcoming atmosphere and convenient arrangements.

The impact of anchor attributes and product content on impulse buying behaviour of beauty consumers

This study is guided by the relevant literature on impulse buying behaviour (IBB) and the "stimulus-organism-response (SOR) model" to explore the relationship between anchor attributes and beauty product content on IBB. The stratified random sampling method was used to collect data from 466 customers in the beauty live broadcast, and regression analysis was used to understand the impact of anchor attributes and beauty product content on IBB. Research results prove that anchor attributes and beauty product content significantly impact IBB. The mediating variable directly affects beauty product content and IBB, as well as an indirect impact on anchor attributes and IBB. This research paper will significantly benefit live broadcast, e-commerce practitioners, and researchers, helping them fully understand the relationship between anchor attributes, beauty product content, and consumer IBB.

Decoding Users’ Continuance Intentions towards Digital Financial Platforms in the Indian Economy

Indian financial sector has seen a dramatic change in recent years, with digital finance unlocking new possibilities for financial inclusion. This paper investigates the factors influencing the continuous usage intention and advocacy intention, regarding digital finance, in the Indian economy. Utilizing the Stimulus-Organism-Response (S-O-R) model, the study examines how ease of use, credibility and ubiquity (stimulus) could influence user trust, satisfaction, and engagement (organism), ultimately affecting their intention to use and recommend the service (response) continuously. Non-probability convenience sampling technique was used to select the study sample. Based on the results, features of digital financial platforms such as ease of use, credibility and ubiquity, were found to have a significant impact on user trust, satisfaction, and engagement. These factors partially mediate the stimulus and response variables. The research findings provide Digital Financial Service Providers (DFSPs) with practical guidance on creating and implementing user-centric platforms that create engagement and trust. User experience should be prioritized and making sure that platform should be accessible, easy to use and compatible with a variety of devices.

Investigating factors influencing AI customer service adoption: an integrated model of stimulus–organism–response (SOR) and task-technology fit (TTF) theory

PurposeArtificial intelligence (AI) customer service has grown rapidly in recent years due to the emergence of COVID-19 and the growth of the e-commerce industry. Therefore, this study employs the integration of the stimuli–organism–response (SOR) and the task-technology fit (TTF) frameworks to understand the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia.Design/methodology/approachThe study utilised a survey-based research approach to investigate the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia. The data were collected by conducting an online survey targeting individuals aged 18 or above who had prior customer service interaction experience with human service agents but had not yet adopted AI customer service. A sample of 339 respondents was used to evaluate the hypotheses, adopting partial least squares structural equation modelling as a symmetric analytic technique.FindingsThe PLS-SEM analysis revealed that social influence and anthropomorphism have a positive direct relationship with emotional trust. Furthermore, communicative competence, technology characteristics and perceived intelligence were positively correlated with TTF. Moreover, emotional trust significantly impacts AI customer service adoption. In addition, AI readiness positively moderates the association between task technology fit and AI customer service adoption.Practical implicationsThe study provides insights to individuals, organisations, the government and educational institutions to improve the features of AI customer service and its development in Malaysia.Originality/valueThe originality of this study is found in its adoption of the SOR theory and TTF to understand the factors affecting AI customer service adoption. Additionally, it incorporates moderating variables during the analysis, adding depth to the findings. This approach introduces a new perspective on the factors that impact the adoption of AI customer service and offers valuable insights for practitioners seeking to formulate effective strategies to promote its adoption.

The impact of digital technology training on developing academics’ digital competence in higher education context

PurposeA new normal regarding teaching and learning has been established after COVID-19. The present study aims to examine the effectiveness of digital technology training on developing academics’ digital competence in higher education context. A conceptual model was developed using stimulus–organism–response (SOR) theory. Additionally, this study investigates the mediating effect of transfer of learning and the moderating effect of innovative climate in the relation between trainer capability and academics’ digital competence.Design/methodology/approachIn total, 24 digital technology training sessions were organized. Data were collected from the 24 digital technology training sessions with 384 participants and analyzed using SPSS PROCESS macro.FindingsThe results indicated that digital technology training content and trainer capability were positively associated with academics’ digital competence. Mediation analysis indicated that transfer of learning mediated the relation between trainer capability and digital competence. Moderated mediated analysis revealed that the relationship between trainer capability and transfer of learning is stronger under a higher innovative climate.Originality/valueThis study contributes to the literature by applying the SOR theory in the context of digital technology training, providing a novel theoretical perspective on how digital training influences academics’ digital competencies. The study offers empirical evidence on the underlying process regarding the effect of digital technology training on academics’ digital competence. The findings revealed that transfer of learning as well as innovative climate play important intervening roles in enhancing academics’ digital competence. Higher education institutions can implement policies to promote the transfer of learning and innovative climate, allowing academics to learn innovative digital technology.

Research on the Influence of Anchor Influence on Consumers' Purchase Intention in Live Broadcast Room under the Background of Interest E-commerce

In the emerging shopping mode of interest e-commerce live streaming, anchors are the key factors influencing consumers' purchase intentions, and their personal characteristics and behaviors have a significant impact on consumer decision-making. Based on the stimulus-organism-response (S-O-R) model, this study constructed a structural equation model under the framework of influencer marketing theory to explore the internal mechanism between the various dimensions of anchor influence, consumer trust and identity, and its impact on consumers' purchase decision-making behavior. The results show that in different confidence intervals, the five dimensions of anchors' professionalism, interactivity, authenticity, popularity and innovation can significantly enhance consumers' trust and identity, and then significantly improve consumers' purchase intention. In addition, consumers' trust and recognition play a mediating role between the influence of anchors and consumers' purchase intentions. This study can enrich the theoretical discussion of consumer behavior decision-making in the live streaming environment of interest e-commerce, and provide a strategic reference for e-commerce anchors and interest e-commerce platforms.

Modeling the predictors of health information avoidance behavior: Implications from the stimulus organism response (S-O-R) theory

The study aimed at modeling the factors that influence health information avoidance behavior, as well as measuring and validating the stimulus organism response (S-O-R) theory. A seven-factor (information overload, information sources exposure, risk perception, health information anxiety, cognitive dissonance, sadness, and health information avoidance) measurement model was used to estimate the health information avoidance behavior using the structural equation modeling (SEM). The findings show that risk perception had a significant positive influence on sadness (β = 0.492, CR = 7.445, p < 0.05), information overload exerts a significant positive impact on cognitive dissonance (β = 0.174, CR = 2.192, p < 0.05) and sadness significantly influence health information avoidance (β = 0.174, CR = 2.342, p < 0.05). Information overload exhibits a positive, but statistically non-significant influence on health information anxiety (β = 0.83, CR = 1.094, p > 0.05). The findings of SEM demonstrate acceptable model fit indices: χ2 = 1.493, DF = 732; p = 0.000; IFI = 0.931; and TLI = 0.925, CFI = 0.930, SRMR = 0.045, RMSEA = 0.044. The study concludes that risk perception, sadness, and information overload are the main predictors of health information avoidance behavior. Other factors such as health information anxiety, exposure to different information sources, and cognitive dissonance had a non-significant impact on information avoidance behavior. The findings hold significant global relevance, potentially contributing to improved information-seeking behavior research. Our study also contributes to the advancement of the S-O-R (Stimulus-Organism-Response) framework

Rethinking stimulus-organism-response theory for residents’ behaviour in tourism

ABSTRACT This paper critically examines the application of the Stimulus-Organism-Response (S-O-R) theory in tourism research, addressing essential critiques and proposing avenues for theoretical refinement. The current study synthesizes existing literature to explore residents’ behaviour in tourism contexts. This work seeks to determine how residents’ place attachment influences their emotional connection with tourists (measured by the New Emotional Solidarity Scale abbreviated as NESS) and how NESS impacts their facilitations (active and passive), ultimately predicts support for tourism development through using S-O-R. The research involved 450 residents of Sivas, Turkey, and was conducted using random sampling. Notably, nine out of the ten proposed hypotheses were supported. Results indicated that place dependence and place identity were linked to NESS factors (communality and fairness), except for the insignificant relationship between place dependence and communality. Furthermore, NESS factors significantly determined facilitation factors that were ultimately significant predictors of support for tourism. This work contributes to the theoretical synthesis and practical insights for destination management and policy interventions in tourism. It also advances the understanding of residents’ behaviour and informs evidence-based decision-making in the tourism industry.

Investigating the Multifaceted Impact of Urban Environment on Winter Green Travel in Cold Regions: An Empirical Study of Shenyang, China

Green travel offers significant benefits, including reducing pollution and alleviating traffic congestion. Despite these advantages, green travel is less popular in cold regions, particularly during winter, due to comfort, convenience, and safety concerns. While climate factors are immutable, enhancing the urban environment can promote winter green travel. This paper examines the impact of urban environments on residents’ willingness to engage in green travel in cities located in cold regions during winter. Using data from Shenyang, China, a comprehensive structural equation model based on the stimulus–organism–response (S-O-R) theory was constructed, revealing the causal relationships and underlying structure between environmental factors and green travel willingness. The model demonstrates that social, built, natural, and travel environments collectively shape residents’ willingness to engage in green travel, with the social environment emerging as the most impactful factor. Additionally, this study identified two crucial mediating variables, travel perception evaluation and attitude towards green travel, which indirectly influence green travel willingness. This study also identifies nine critical factors—often underappreciated in traditional analyses—that should be prioritised in urban planning. These findings advance the understanding of green travel behaviour in winter cities by illustrating the complex interplay between environmental factors and individual attitudes while providing actionable guidance for fostering supportive social environments and strategically enhancing built and travel environments to promote green travel in cold climates.

Unveiling mechanism of SNSs addiction on wellbeing: the moderating role of loneliness and social anxiety

ABSTRACT Social networking sites (SNSs) play a crucial role in the lives of online users. This research aims to investigate the underlying mechanisms of SNS addiction and its subsequent impact on the wellbeing of online users. Employing the Stimulus-Organism-Response (SOR) model, we examine the influence of perceived enjoyment, utilitarian needs, and social influence on SNSs addiction and its associated consequences. Additionally, we consider the boundary conditions of loneliness as the predictors of SNSs addiction and social anxiety in the association between SNSs addiction and strain. We collected data (Time 1 and II) from 558 SNSs users using an online survey. By employing structural equation modelling via Smart PLS 4.0, our findings indicate that perceived enjoyment, utilitarian needs, and social influence significantly contribute to SNSs addiction. Furthermore, SNS addiction is positively correlated with strain, which positively triggers users’ wellbeing. We also found a significant positive moderating effect of loneliness and social anxiety on the proposed relationships. Overall, this study enhances our understanding of the theoretical foundations and multifaceted influences contributing to the literature on SNSs addiction and its impact on wellbeing through strain. It also acknowledges the study's limitations and suggests directions for future research.

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

Generative AI insights in tourism and hospitality: A comprehensive review and strategic research roadmap

This study used bibliometric analysis and a systematic literature review (SLR) to examine how the tourism and hospitality industries use generative artificial intelligence (GAI), identifying developed patterns, theoretical frameworks, strengths and limitations, and future research challenges. We conducted a systematic review using the Scopus database, adhering to PRISMA principles. We analyzed a sample of 25 articles published between 2019 and 2023 through narrative synthesis and bibliometric analysis using the VOSviewer software, a tool for visualizing network analysis. The USA, China, India, and Saudi Arabia are the major countries engaged in GAI research in tourism and hospitality. Significant research topics emphasize decision-making, chatbots, deep learning, and sentiment analysis, mainly through the Technology Acceptance Model (TAM), Stimulus-Organism-Response (S-O-R), and Human-Computer Interaction (HCI) frameworks. GAI applications demonstrate strength in improving user experience and operational efficiency, though gaps exist in scope, ethics, technology performance, and collaboration between humans and AI. This study, therefore, provides a fundamental foundation for understanding the current status of GAI research in tourism and hospitality by pointing out some trends and areas that require further investigation to ensure the responsible and effective integration of AI within the industry.

AI‐Mediated Communication in EFL Classrooms: The Role of Technical and Pedagogical Stimuli and the Mediating Effects of AI Literacy and Enjoyment

ABSTRACTThis study leverages the Stimulus‐Organism‐Response (S‐O‐R) framework to investigate the effects of teacher and technical support (TCHS) on learners' willingness to communicate (WTC) in artificial intelligence (AI)‐enhanced English as a foreign language (EFL) contexts, considering the mediating effects of learners' artificial intelligence literacy (AIL) and foreign language enjoyment (FLE). A quantitative survey encompassing 637 non‐English major university students across four institutions was conducted. Structural equation modelling (SEM) results demonstrated that teacher support (TEAS) exerts a direct influence on learners' WTC, whereas TCHS does not. The study also revealed that AIL and FLE significantly mediate the relationship between teacher and TCHS and learners’ WTC. The findings underscore the pivotal role of cognitive and affective factors, emphasising the substantial impact of TEAS and the value of nurturing learners’ AIL and enjoyment of foreign languages. This research offers strategic implications for educational practitioners and policymakers, advocating for the integration of innovative educational technologies and fostering sustainable growth in artificial intelligence in education.

Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions

China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products.

Investigating the determinants of consumer confidence and online impulse buying intentions: an experimental study

PurposeThis study examines the effects of risk reduction, seller reputation, eWOM and warranties on consumer confidence and online impulse buying intentions through the lens of the stimulus-organism-response (SOR) model. It also explores the role of installment options in online impulse buying.Design/methodology/approachWe performed a between-subjects experiment (installment vs. no-installment option). Data were collected from 199 consumers and analyzed using SmartPLS 3.3.9.FindingsThe results show that risk reduction, eWOM and warranty positively affect consumer confidence (CC) in online shopping and that CC positively predicts online impulse buying intentions. It was also found that the effect of CC on online impulse buying intentions was stronger when consumers were offered an installment option than a no-installment option.Practical implicationsFindings suggest that online sellers should invest more resources in building consumer confidence, which affects online impulse buying intentions. Moreover, online sellers should offer installment options to consumers, thereby reaping stronger effects of consumer confidence on online impulse buying intentions.Originality/valueEmploying the experimental approach, this study makes a novel attempt to examine the role of the installment option in fostering online impulse buying intentions among Pakistani consumers. Likewise, this is one of the early studies to explore the effects of risk reduction, seller reputation, eWOM and warranties on CC among Pakistani consumers using the SOR model.

The role of physical and social environments on the loyalty toward urban rail services: A consideration of stations and onboard

Although urban train services have been introduced in various developing countries, ridership for this mode of public transport (PT) remains low. In response, urban planning authorities are seeking ways to boost passenger loyalty to these services. However, the existing literature has scarcely examined the role of physical and social environments in fostering passenger loyalty. Additionally, how loyalty is developed throughout the passenger experience - both at stations and onboard - remains unclear. Addressing this gap, the current study develops a model based on the 'service quality-satisfaction-behavioural intentions' paradigm and the Stimulus-Organism-Response (S-O-R) model to examine how the physical and social environments, both at rail stations and onboard trains, impact passenger loyalty in the context of urban train services. Additionally, this study validates the multi-dimensionality of physical environments and social environments in this context. Data collected from urban rail passengers in Hanoi, Vietnam is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that the physical and social environments onboard trains significantly influence loyalty towards the urban train services, while the environments at stations do not have the same impact. Furthermore, both satisfaction at stations and onboard trains significantly affect the loyalty, though the influence of satisfaction with the onboard experience is much stronger than that of satisfaction with the stations. Practically, the findings assist PT authorities in evaluating existing systems and devising future PT development strategies. Also, the study informs PT providers of ways to improve passenger satisfaction and loyalty.

The concepts of sustainability value and the application of big data in enhancing the ability of sustainability marketing

PurposeWe seek to contribute to the literature by comparing and analyzing the relationship between Australian and Taiwanese students regarding environmental value attitude, action intention and green marketing intention. Specifically, by comparing the green marketing intention of hospitality and tourism (H&T) students in the East with that in the West.Design/methodology/approachA well-designed curriculum examines student thinking and behavior (learn). This study compares and analyzes the value and attitude and the application of big data to green marketing among Taiwanese and Australian university students using the stimulus-organism-response (S-O-R) model. Structural equation modeling (SEM) was used to test the hypotheses in a sample of 633 H&T students in Taiwan (389) and Australia (244).FindingsThis study also shows how the national differences between Australia and Taiwan have interference effects on the relationship between value attitudes and action intentions and between action intentions and the green marketing intention. We also combined the application of big data and related variables and estimated the mediating effect of related variables to evaluate the impact on action intentions and green marketing of big data applications.Practical implicationsThere are significant differences in the sustainable behavior and intentions of H&T higher education students that reflect the educational differences between the East and the West. These different results may be due to a lack of natural resources and the relatively smaller size of Taiwan. With the strengthening of environmental action intention (AI) and green marketing intention (GMI), Taiwanese hospitality and management (H&M) students' sense of crisis increases, and their performance in GMI is slightly higher than that in Australia.Originality/valueThese findings indicate that it is necessary to consider students' ecological concepts, environmental knowledge, environmental value attitude and environmental action intention to improve their intentions to engage in green marketing under the stimulus-organism-response (S-O-R) framework. We also found that environmental knowledge has a mediating effect on the relationship between ecological concepts and environmental value attitude.

Leveraging user-generated content (UGC) in pre-travel behavior: A PLS-SEM and necessary conditions analysis (NCA) approach

Online review reading is almost ritualistic before making any purchases. Building on social cognition theory, uses and gratification theory, and stimulus organism response theory, this study explores user-generated content (UGC) attributes affecting intentions to travel via a mediating variable (destination image). Using partial least squares structural equation modeling (PLS-SEM) analysis and necessary conditions analysis (NCA) on responses ( N = 392) collected online in India, the findings reveal that the perceived novelty of content (PNC) and perceived value of content (PVC) positively influence destination image and behavioral intention. Destination image mediates the relationship between PNC, PVC, and content users’ behavioral intentions. Perceived reliability of content (PRC) positively affects behavioral intention. The findings suggest that adequate PNC, PRC, and PVC levels are necessary to enhance destination image and generate intention to travel. This study contributes to the UGC literature and provides recommendations for stakeholders to improve user experience and enhance destination image perception.