Application of the Stimuli-Organism-Response (S-O-R) Framework to Online Shopping Behavior

This study uses the Stimuli-Organism-Response framework to examine how consumers’ reasons for shopping and website stimuli affect their attitudes toward online shopping, their ability to regulate their emotional purchases, and their repurchase intentions. Results from a survey of 416 qualified respondents were analyzed using structural equation modeling. The results of the survey showed that (1) the hedonic shopping value has a positive effect on consumers’ attitudes toward online shopping and emotional purchases, (2) the utilitarian shopping value has a significant effect on consumers’ attitudes toward online shopping, (3) environmental stimuli positively influence consumers’ attitudes toward online shopping and emotional purchases, and (4) consumers’ attitudes toward online shopping positively affect their repurchase intention. However, there are no significant relationships between the utilitarian shopping value and emotional purchases or between emotional purchases and repurchase intention.