Immediate Behavioral Responses Analysis of E-Commerce Application: A Perspective of The Stimulus-Organism-Response Model
Herunata Joseph

Universitas Indonesia

Abstract

The increasing numbers of internet users, the rapid technology development, and the strict restriction in activities due to pandemic situations have caused the increase of online shopping trends. Past study has shown that 64% respondents in Indonesia prefer to do online shopping rather than in-store shopping during the pandemic. To date, only few researchers have studied the immediate behavioral responses analysis of e-commerce applications. The study integrates the S-O-R model, impulsivity traits, and other external variables to establish the research model and hypotheses. Data samples were collected from a questionnaire that has been distributed to more than 300 respondents based in Indonesia who have used e-commerce applications. The study results show that the personality factors of an impulsive buying tendency, normative evaluation, and positive affect are key determinants of impulse buying, while the mobile apps architecture and marketing stimulus are important precursors. The study results are useful to both researchers and e-commerce merchants to get insight regarding impulse buying and information pass-along behavior in an e-commerce application.

Keywords: Impulsive Buying Behaviors, e-Word of Mouth, e-Commerce, Stimulus Organism Response Model

Topic: Marketing Management