A Conceptual Model of Consumers’ Purchase Intention on Different Online Shopping Platforms
The first objective of this paper is to provide a more comprehensive conceptual model which can be utilized in the examination of the effects of stimuli on online consumers’ behavior and their decision making processes when they are contemplating a particular purchasing action or environment on various online shopping platforms. The proposed conceptual model was constructed by exploiting one of the theoretical framework of consumer behavior, the Stimulus-Organism-Response Model (S-O-R Model), as a base model and incorporating various related literature in the context of online shopping platforms into the base model and then develop into a conceptual framework. The second objective is to present the proposed conceptual model which can be utilized to study the differences of online consumers’ behaviors on different online shopping platforms. The variables that were incorporated with the S-O-R Model include website interactivity (active control and reciprocal communication), perceived risk, social identity, website involvement (affective involvement and cognitive involvement), flow (perceived enjoyment, concentration, and curiosity), and purchase intention.
KeywordsE-commerce Social-commerce Stimulus-Organism-Response Model
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