Investigating the impact of website attributes on online purchase intention with the mediating role of consumer internal states: an approach from the stimulus-organism-response model
Publish place: The first international conference on business development and digital transformation
Publish Year: 1401
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ICBDCONF01_001
تاریخ نمایه سازی: 29 فروردین 1402
Abstract:
As the number of online stores expands, so does the competition. Therefore, one of the essential things in this situation, for online retailers to do, is how to attract more and more consumers to visit their website and how to make a pleasant shopping experience for them, so that they buy the products offered. In this study, The Stimulus-Organism-Response (S-O-R) model was used to better understand online purchasing behavior, where Stimulus refers to product introduction and personalization, and Organism refers to the consumer's trust and satisfaction that could lead to the Response resulting in Online Purchase Intent. The researchers collected ۳۸۴ questionnaires from customers based in Karaj who have at least once experienced purchasing products from Iranian online stores. By implementing the Partial Least Squares Structural Equation Modelling software to measure the correlation between variables, the result of the research found that product introduction and personalization as stimulus have a significant influence on consumer trust and satisfaction, which lead to the response in online purchase intent.
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Authors
Ali Sanayei
Professor, Dept. of Management, University of Isfahan, Isfahan, Iran
Fateme Amini
Master student, E-Commerce, Dept. of Management, University of Qom, Iran
Majid Nili Ahmadabadi
Assistant professor, Dept. of Management, University of Qom, Iran