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Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention Based on the stimulus‐organism‐response model

Effects of reputation and website quality on online consumers' emotion, perceived risk and... Purpose – This research extends Mehrabian and Russell's Stimulus‐Organism‐Response model to include both external (i.e. reputation) and internal source of information (i.e. website quality) as stimuli which affect consumers' response systems. The purpose of this paper is to test a more comprehensive model consisting of reputation and website quality (stimuli), cognition and emotion (organism) and purchase intention (response). Design/methodology/approach – In total, 219 usable questionnaires were obtained at a large Midwestern university through online survey. Structural equation modeling (SEM) was employed for data analyses. Findings – Reputation had a significant positive effect on consumers' emotion and significant negative effect on perceived risk. All four website quality dimensions had significant negative effects on perceived risk and significant positive effects on emotion, except for customer service. Perceived risk had a significant negative effect on consumers' emotion, and both perceived risk and emotion had a significant impact on purchase intention. Research limitations/implications – This research employed convenience sampling, which resulted in a majority of female respondents. The results may be generalized to a limited extent. Originality/value – This study allows for empirical examination of the different effects of various components of retail websites on emotion, perceived risk and behavioral intentions. This research will add value to the related literature by filling the void of previous research and also will provide practical implications for online retailers on designing and maintaining positive consumer response. Strength of the research lies in its ecological validity, since respondents were not simply all reacting to the same single stimulus. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Interactive Marketing Emerald Publishing

Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention Based on the stimulus‐organism‐response model

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References (133)

Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
2040-7122
DOI
10.1108/17505931311316734
Publisher site
See Article on Publisher Site

Abstract

Purpose – This research extends Mehrabian and Russell's Stimulus‐Organism‐Response model to include both external (i.e. reputation) and internal source of information (i.e. website quality) as stimuli which affect consumers' response systems. The purpose of this paper is to test a more comprehensive model consisting of reputation and website quality (stimuli), cognition and emotion (organism) and purchase intention (response). Design/methodology/approach – In total, 219 usable questionnaires were obtained at a large Midwestern university through online survey. Structural equation modeling (SEM) was employed for data analyses. Findings – Reputation had a significant positive effect on consumers' emotion and significant negative effect on perceived risk. All four website quality dimensions had significant negative effects on perceived risk and significant positive effects on emotion, except for customer service. Perceived risk had a significant negative effect on consumers' emotion, and both perceived risk and emotion had a significant impact on purchase intention. Research limitations/implications – This research employed convenience sampling, which resulted in a majority of female respondents. The results may be generalized to a limited extent. Originality/value – This study allows for empirical examination of the different effects of various components of retail websites on emotion, perceived risk and behavioral intentions. This research will add value to the related literature by filling the void of previous research and also will provide practical implications for online retailers on designing and maintaining positive consumer response. Strength of the research lies in its ecological validity, since respondents were not simply all reacting to the same single stimulus.

Journal

Journal of Research in Interactive MarketingEmerald Publishing

Published: Mar 22, 2013

Keywords: Consumer behaviour; Web sites; Stimulus‐Organism‐Response model; Reputation; Website quality; Emotion; Perceived risk; Purchase intention; Interactive marketing; United States of America

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