Stimulus Organism Response Research Articles

Can Influencer Persona Increase the Effectiveness of Social Media Video Ads? The Mediating Effect of Consumer Perceptions of Self

Persona, a special means of image management by social media influencers (SMIs), has become a trending phenomenon and it is expected to substantially affect SMIs’ persuasiveness and ad effect. This study aims to explore the impact of SMIs’ personas constructed through personal values on the effectiveness of social media video ads. Adopting the Stimulus-Organism-Response (S-O-R) framework, this study validates how SMIs’ personas constructed through self-enhancement values and self-transcendence values affect consumer cognitive processes and responses. Consumer behavioral intentions are used to verify the effectiveness of ads derived by SMIs. The findings reveal that influencers’ personas constructed by values can promote consumer purchase intention and forwarding intention. Consumer perceptions of self (i.e., ideal self and actual self) have a mediating role. Results also show that SMIs’ personas with self-enhancement values are more effective in stimulating female consumers’ forwarding intention, whereas personas with self-transcendence values are more influential in female consumers’ purchase intention. This study enriches the influencer marketing literature by providing a more tailored understanding of the impact of SMIs’ personas and extending the applicability of value theory. It also provides insights for stakeholders involved in influencer marketing on how to significantly capitalize on the benefits and deploy marketing campaigns.

The intention to share a sustainability communication about a tourism destination

Purpose This paper aims to analyse the determinants of the intention to share a post about an environmental issue posted by a tourism destination on Facebook. The authors use the stimulus-organism-response (SOR) model as a theoretical framework and consider cognitive variables (destination social responsibility, tourist social responsibility and three types of congruence) as antecedents of emotions and of the tourists’ response (intention to share). Specific factors related to the social platform (attachment and active use of social media) are also included. Design/methodology/approach The model was tested for two destinations with different positioning (green tourism versus sun and beach). For the sampling strategy, the authors conducted an online poll targeting Facebook users who had undertaken at least one trip in the previous year. The sample consisted of 1,001 individuals. Findings The empirical evidence obtained indicates that consumer–cause congruence is the most important variable for explaining the intention to share the post for both destinations, with the destination–cause congruence being non-significant. The authors also observed that active participation on the social network stimulated the intention to share this specific content. Originality/value Unlike prior research, this paper examined consumer motivators for engaging with online corporate social responsibility content for tourism destinations, specifically focusing on destination social responsibility in sustainable tourism. The model also incorporates three types of congruence, revealing variations in their impact on explaining the intention to share sustainability-related posts.

Impact of Perceived Experiential Advertising on Consumer Behavior in Nepal: Evidence from S-O-R Theory

Background: Advertising styles have evolved, with experiential or engagement-based advertising emerging as a future trend. But, how different dimensions of experiential advertising impact brand credibility and consumer behavior in Kathmandu Valley is not examine so far. Objective: The study aims to assess the causal relationships between the influence of experiential advertising dimensions on brand credibility and consumer behavior, using the Stimulus-Organism-Response (S-O-R) theory as a framework. Method: An exploratory research design was employed, guided by the S-O-R theory. Data were collected through a survey administered using KOBO Toolbox and a structured questionnaire. Structural Equation Modeling (SEM) was used to analyze the data and explore the relationships between perceived experiential advertising, brand credibility, and consumer behavior. Result: The study finds that brand credibility mediates the relationship between perceived related, cognitive, and behavioral experiences and consumer behavior. SEM analysis reveals that related and behavioral advertising significantly impact brand credibility. Additionally, both related and behavioral advertising, as well as brand credibility, are significant predictors of consumer behavior. These results confirm the theoretical relevance of the S-O-R theory in the context of experiential advertising. Conclusion: Experiential advertising, particularly related and behavioral experiences, significantly impacts brand credibility and consumer behavior in Nepal. The findings suggest that organizations can benefit from focusing on these dimensions to build and maintain strong consumer relationships, enhancing long-term engagement and loyalty. Paper Types: Research Paper Keywords: Banking sector, brand credibility, consumer behavior, experiential advertising, SEM JEL Classification: M37, C12, D91, H1

Exploring the Impact of Social Robot Design Characteristics on Users’ Privacy Concerns: Evidence from PLS-SEM and FsQCA

Although an increasing number of studies explore the factors influencing users’ privacy concerns regarding social robots, the existing understanding of this issue remains largely fragmented. Previous studies have mainly focused on the "net effect" between variables, leaving the complexity of causal configurations, and the holistic impact of design characteristics of social robots on user privacy concerns remains unclear. Based on the Stimuli-Organism-Response (S-O-R) framework and Communication Privacy Management Theory (CPMT), this study integrates social robot design characteristics such as Anthropomorphism, Warmth, Competence, and Transparency into causal configurations, and uses Perceived Privacy Risk and Perceived Privacy Control as mediating variables to propose a Comprehensive conceptual model. Based on valid data from a sample of 198 Chinese social robot users, this study conducted empirical analyses of the conceptual model using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-set Qualitative Comparative Analysis (FsQCA). PLS-SEM results show that anthropomorphism, warmth, competence, and transparency are key factors influencing privacy concerns, and perceived privacy risk mediates the relationship between warmth, information transparency, and privacy concerns. The FsQCA results further validated the findings of PLS-SEM and identified five configurations of factor combinations that led to higher levels of user privacy concerns. Among them, the combination of high anthropomorphism design, high competence, and low warmth of social robots is the core configuration that leads to users’ privacy concerns. Overall, this study broadens our understanding of social robot users’ privacy concerns and reveals the causal complexity behind social robot users’ privacy concerns. It provides some theoretical and practical insights for subsequent scholars and designers.

Physical and Social Servicescape: Impact on Customer Affection and Behavior at Full-Service Restaurants

ABSTRACT This study utilizes Stimulus Organism Response (SOR) theory to examine how customer, employee, and physical servicescape affect consumer behavior in full-service restaurants, as well as how customer affection mediates, and gender moderates these effects. We managed to collect 308 valid responses, which we further analyzed through structural equation modeling. The data supported the idea that customers, employees, and physical servicescape favorably affect customer affection, which in turn influences revisit intentions and WoM. Customer affection also mediates the effects of the three servicescape dimensions on WoM and revisit intentions. Males were more affected by employee servicescape and customer affection. Whereas females had a larger effect of customer servicescape on customer affection; other differences were insignificant. Within the SOR theory, we added customer affection as a mediator and gender as a moderator between servicescapes’ dimensions and behavioral outcomes (e.g. WoM and revisit intentions).

Technology in fashion retail: exploring the nexus of in-store technology, customer experience, and store image

ABSTRACT This research aims to shed light on the complex interplay between in-store retail technologies, shopping experience, and store image in the context of fashion retail outlets. The SOR (Stimulus-Organism-Response) based Bitner’s model has been selected as the theoretical foundation of the present study. A total number of 245 customers from retail fashion outlets of Jammu & Kashmir and Delhi regions of India were sampled using convenience sampling. The hypotheses were tested using the technique of Structural Equation Modelling. Findings indicate that in-store retail technology positively influences customers’ experience (cognitive, affective, social, relative advantage component), which in turn positively impacts store image. The construct ‘customer experience’ was found to significantly mediate the relationship between ‘in-store technology’ and ‘store image’. Using Bitner’s model as theoretical foundation, the findings of the study provide useful insight that in-store technology is a crucial determinant for building a better store image through enhanced customer experience, which could be seen as a significant contribution to the extant literature.

Indonesian local second-hand clothing: mindful consumption with stimulus-organism-response (SOR) model

The high demand for the fashion industry currently results in the emergence of the fast fashion phenomenon, prompting consumers to spend more money on unnecessary clothing. This leads to excessive clothing production, which impacts pollution, waste, and emissions. The phenomenon of excessive fashion consumption and production can be mitigated by utilizing second-hand clothing products. Purchasing second-hand clothing products can be classified as part of mindful consumption behavior. The aim of this study is to examine the direct and indirect effects of Electronic Word of Mouth on mindful consumption behavior in the context of local second-hand clothing purchases. Additionally, this study also tests the mediating effects of consumer engagement and environmental attitudes. This research is quantitative in nature, employing data collection through questionnaires from local second-hand clothing consumers within the active workforce demographic (aged 18–59) in Indonesia, yielding 205 respondents. The data analysis technique used is structural equation modeling-partial least square (SEM-PLS). The research findings indicate a significant positive direct influence of Electronic Word of Mouth on environmental attitudes, consumer engagement, and mindful consumption behavior. Moreover, there is a notable positive direct influence between consumer engagement and mindful consumption behavior, while no significant influence is found in the relationship between environmental attitudes and mindful consumption behavior. Furthermore, the study confirms the mediating effect of consumer engagement between Electronic Word of Mouth and mindful consumption behavior but does not support a significant mediating effect of environmental attitudes on local second-hand clothing mindful consumption behavior.

Unveiling the Secrets of Effective Information Management: How Does Introductory Information Influence Purchase Intention in Live-Streaming

There is growing evidence that product introductory information plays a crucial role in online consumer purchase behavior. However, existing researches on the effect of introductory information on individuals’ purchase intention in live-streaming were limited. In this setting, based on the Stimulus-Organism-Response (S-O-R) model, we explored the relationship among introductory information, trust, purchase intention and display uniqueness. It was done by collecting questionnaire survey data from 500 consumers who have participated in live-streaming e-commerce. The results showed that the introductory information in live-streaming e-commerce has a significant positive effect on consumers’ purchase intention through trust. Additionally, the results revealed a significant moderating effect of display uniqueness on the relationship between introductory information and trust. Display uniqueness could significantly and positively moderate the predictive effect of introductory information on trust. Thus, this study will extend the applicability of S-O-R model to further understand the influence mechanism of introductory information on purchase intention and enrich the research in the live-streaming e-commerce. Also, it can enhance the understanding of consumers’ purchase behaviors to optimize the live-streaming system and online marketing tools, thereby helping companies achieve their business goals.

Online Social Influence and Negative Emotions toward Snow Sports Brands: Moderation and Mediation Effects

This article draws on the stimulus–organism–response (SOR) model to understand the role of negative emotions in the anti-brand behaviors of online users who consume snow sports brands. To this end, both the online social influence and the mediating effect of symbolic incongruence (stimulus) on the generation of negative emotions (anger, stress, frustration, fear, boredom and sadness) (organism), and how these influence the formation of negative customer brand engagement (nCBE) (response), are analyzed. The study also analyses the moderating effects of “level of expertise”, this makes it possible to capture differences in behaviors based on the profile of the users in each of the proposed relationships. Questionnaire responses of 400 ski and snowboard users over 18 years of age were analyzed using a quantitative methodology. The results obtained have important theoretical and practical implications, since they confirm that online social influences have both a direct and indirect (mediating) effect on negative emotions, which positively affects the nCBE of online users of snow sports brands. Significant differences in behavior based on experience level (moderation effect) were also found. The study proposes useful practical recommendations applicable in online environments that the extreme sports industry could use to neutralize/avoid highly detrimental consequences.

The Impact of Teacher and Peer Support on Preservice EFL Teachers' Work Engagement in Their Teaching Practicum: The Mediating Role of Teacher L2 Grit and Language Teaching Enjoyment.

The academic study of work engagement among pre-service teachers during their practicum has been notably sparse, with even fewer investigations examining the influence of environmental stimuli on their engagement levels and the role of individual psychological and emotional factors throughout the practicum. To address this research gap, the present study, informed by the Stimulus-Organism-Response (SOR) theory, has developed a structural equation model. This model posits teacher support and peer support as stimuli, L2 grit and the foreign language teaching enjoyment as the organism, and the work engagement of pre-service teachers as the behavioral response. A quantitative survey was conducted among 516 preservice EFL teachers to examine the relationships among variables in the model. Findings showed direct predictions of work engagement by teacher support, L2 grit, and FLTE. L2 grit and FLTE sequentially mediated the relationship between teacher and peer support and work engagement. This study identified the factors influencing preservice EFL teachers' work engagement, contributing to a deeper understanding of their psychological characteristics and emotional experiences during the teaching practicum. Additionally, the study offers practical implications for universities and internship schools to enhance preservice teachers' work engagement during the practicum.

The incentive effects of project governance elements on agents in agent-led construction of social security housing projects

The agent-led construction system is a construction mode that emphasizes the introduction of professional management teams instead of government departments to develop public projects in China, including social security housing. In reality, the problem in practice is that the government owners’ management system of the agent market is not sound enough, and it cannot effectively motivate the agents. Existing research has not paid enough attention to this agent construction market. To reveal the effective incentives of agent developers, using the stimulus–organism–response theory, this study constructed a structural equation model and proposed a research hypothesis about the effect of project governance elements on project performance. The study found that governance elements including internal contractual governance, external contractual governance, and relational governance, had a positive incentivizing effect on the project performance. The psychology and behavior of the construction agent played a partial mediating role. The results provide a policy implication for city government to improve the incentive system for agent construction of security housing projects.

Factors effecting tourists’ behavioral intentions through short tiktok video. Mediating effect of flow experience and satisfaction

The tourism industry is a key factor in the economic growth of countries such as China. This study explores the effect of information quality on TikTok, the most popular platform for short videos, and how it influences the flow experience, satisfaction, and tourists' intention to visit Chongqing, China. This study investigated the function of flow experience and satisfaction as mediators in the context of Chinese tourism. This research is based on the stimulus‒organism‒response (S-O-R) model, which is the primary theoretical framework. The data collection was conducted using a cross-sectional approach, primarily focusing on TikTok users in China through the Questionnaire Star platform. Of the 384 questionnaires that were distributed, 337 were considered valid and were included in the research. This study utilized partial least squares structural equation modeling (PLS-SEM) to assess the hypotheses and verify the reliability and validity of both the measurement model and structural model. The findings indicate that information quality significantly influences tourists' inclination to take action and emphasize the relevance of flow experience and satisfaction in mediating this connection. This research not only enriches the theoretical understanding by extending the S-O-R model but also has practical implications for scholars in the fields of tourism, policymakers, and government agencies. The research concludes by outlining the limitations and future directions.

Enhancing User Participation in Cultural Heritage through Serious Games: Combining Perspectives from the Experience Economy and SOR Theory

The dissemination and preservation of cultural heritage has attracted much attention globally, and serious games play an important role in cultural heritage dissemination and preservation; however, it is not clear which experiences of serious games are effective in increasing people’s attention to cultural heritage. This study combines the experience economy and stimulus–organism–response (SOR) theory to construct a theoretical model to explore which experiences of serious games influence users’ behavioral intention to care about cultural heritage. We surveyed 302 users who experienced serious games and analyzed the data and measurement model using SPSS 27 and partial least squares structural equation modeling (PLS-SEM). The results showed that the four experiences of serious games (educational, entertaining, escapist, and esthetic) had a significant effect on users’ perceived value and memory and that perceived value and memory significantly influenced users’ participation. In addition, this study found that the entertainment experience was not only a key factor influencing perceived value and memory, but also the most significant factor directly affecting user participation. This finding provides specific recommendations for game developers and cultural heritage organizations to enhance user engagement. Enhancing the four experience dimensions and strengthening users’ perceived value and memory can effectively encourage users to pay attention to cultural heritage through serious games and contribute to the preservation and sustainable development of cultural heritage.

Multiple benefits of new-energy vehicle power battery recycling strategies based on the theory of planned behavior and stimulus organism response

With the yearly increasing market penetration of new-energy vehicles in China, the retirement of power batteries has gradually become a scale, and most of the waste batteries have entered informal recycling channels, which has induced a series of environmental problems. Considering this issue, we introduced the system dynamics (SD), stimulus organism response (SOR), and the theory of planned behavior (TPB) in behavioral economics to establish the environmental economic benefit evaluation model of power battery recycling strategies, and we performed a dynamic simulation analysis on the effect of government subsidy policy, policy advocacy, and other recycling strategies. The results show that: (1) the recovery subsidy policy can improve the formal recycling quantity and economic benefits of recovery, but the effect on the degree of environmental pollution is limited. (2) The combination of environmental awareness promotion strategy and subsidy policy can overcome the shortcomings of subsidy policy and has significant environmental and economic performance. (3) Compared with the benchmark scenario, the formal recycling quantity, the CO2 emission reduction, and the economic benefits of recovery in scenario 4 (high subsidy-high policy propaganda strategy) increased by approximately 112 %, 208 %, and 223 %, respectively, and the degree of environmental pollution decreased by approximately 65 %.

Millennials' Insurance Product Purchase Intention in Malaysia: An Exploratory Study

This cross-sectional study was conducted to identify the factors influencing Malaysian millennials' purchasing intentions for an insurance product after post-COVID. This study applied the Stimulus-Organism-Response (SOR) model. In particular, it investigates the antecedents of perceived value, income protection, and financial security that led to Malaysian millennials' purchase intention of insurance products, to which similar studies received less attention. Judgmental sampling approaches were used to acquire the samples. The data was analysed using the Partial Least Square Structural Equation Modelling technique (PLS-SEM) followed by Necessary Condition Analysis (NCA). According to the PLS-SEM estimation, all hypotheses were statistically significant. The finding shows that income protection is the most critical factor influencing insurance product purchase intentions, followed by financial stability and perceived value. Meanwhile, NCA results also demonstrated that income protection is the most crucial must-have factor driving insurance product purchasing intentions. Perceived value has a greater impact than financial security and ranks as the second must-have factor contributing to purchase intention, followed by financial security. Lastly, NCA results suggest that tax savings are not a must-have factor in determining the perceived value of an insurance product. This study provides valuable insights and practical implications for industry and practitioners. Meanwhile, to fill a methodological gap, this study used PLS-SEM combined with the NCA to uncover the must-have factors contributing to Malaysian millennials' intention to purchase insurance products.

The Effect of Social Presence on User's Participation Willingness Under Tourism Live Streaming

ABSTRACTTourism live streaming, as a powerful online platform connecting destinations and users, has promoted the recovery of tourism in the post‐epidemic era. This study uses the stimulus‐organism‐response (SOR) framework to investigate the connections among social presence, perceived value, and user's participation willingness in tourism activities. Through analyzing 383 responses collected from Douyin users, it is confirmed that social presence and emotional social presence will positively affect users' participation willingness. In addition, perceived functional value and perceived affective value play a partial positive mediating role, and user innovativeness positively moderates the connection between perceived value and users' participation willingness. This study is helpful for anchors and platforms to achieve better tourism live broadcast operation and management and is helpful for the tourism service industry to expand product influence and business performance.

The Impact of Live Streaming of Fresh Agricultural Products on Consumers' Purchase Intention-Consider the Regulatory Role of Policy Support

To understand the influence of fresh agricultural products online live on consumer purchase intention, based on SOR (Stimuli-Organism-Response) theory framework, with convenience, interactivity, anchor prestige, task fit as a stimulus variable, to customer participation as a psychological latent variable construction theory model, based on the questionnaire data, using the structural equation model of measurement model consistency, reliability, convergence validity and validity test, and explore the role of the latent variables, with path coefficient as an observation index analysis of the model results. The research results show that convenience, interactivity, anchor reputation and task fit have significant positive effects on customer participation, among which the biggest influence is convenience; in the process of convenience and interaction on customer participation, policy support plays a positive regulating role, in the process of anchor reputation and task fit on customer participation.

Travelling with open eyes! A study to measure consumers’ intention towards experiencing immersive technologies at tourism destinations by using an integrated model of TPB, TAM captured through the lens of S-O-R

PurposeImmersive technologies fully immerse users in augmented environments for interactive experiences. The purpose of this study is to measure consumers’ intention towards experiencing immersive technologies at tourism destinations using an integrated theory of planned behaviour (TPB) and technology acceptance model (TAM) model within the stimulus-organism-response (S-O-R) framework, including motivation (MOT), trust (TR) and perceived risk (PR).Design/methodology/approachThe survey data was collected through convenience sampling via an online questionnaire, with a sample size of 487 Indians. Structural equation modelling was conducted using SPSS and AMOS software for data analysis, ensuring a robust examination of the proposed model and its relationships.FindingsVirtual interactivity and social interaction influence both attitude and perceived behavioural control. Attitude, perceived behavioural control, perceived usefulness and TR significantly influence intention. However, MOT, PR and perceived ease of use do not exhibit a significant influence on intention. These findings highlight the importance of these variables in shaping consumers’ intention towards experiencing immersive technologies at tourism destinations.Research limitations/implicationsThe findings hold significant implications for various stakeholders, including government agencies, travel firms, content creators and software developers. They can leverage these insights to enhance marketing strategies, develop immersive tourism experiences, innovate in the realm of Web 4.0 and personalize tourism offerings.Originality/valueThis study offers a distinctive contribution by integrating the S-O-R framework with TPB and TAM, while also incorporating key factors such as MOT, TR and PR. This novel approach provides a fresh perspective on consumer behaviour towards immersive technologies.

Using Stimulus-Organism-Response (SOR) Theory to understand mobile wallet intention to use in Saudi Arabia

Using Stimulus-Organism-Response (SOR) Theory to understand mobile wallet intention to use in Saudi Arabia

The psychological influence of perceived destination attributes in 360° virtual tours on tourists’ responses

ABSTRACT A 360° virtual tour experience integrates videos and smartphones to evoke tourists’ cognition, emotion, and heightened intentions. The present study investigates the impact of perceived destination attributes on information-seeking and destination visit intention when tourists are presented with a 360° virtual tour experience. The Stimulus-Organism-Response (S-O-R) framework is extended to investigate this mechanism by incorporating perceived destination attributes as a stimulus, tourists’ perceived confidence, confirmation, and satisfaction as an organism, and information seeking and visit intention as a response. Data was collected from 260 tourists in India. The results reveal the strong influence of 360° media in generating perceived destination attributes, which has a significant and positive association with tourists’ perceived confidence and destination satisfaction. Findings based on Structural Equation Modelling (SEM) reveal that destination satisfaction is a strong predictor of information-seeking, and confirmation is a predictor of destination visit intention. The implications provide valuable insights to Destination Marketing Organisations (DMOs), VR content creators, and policymakers for effectively promoting VR videos for tourism.