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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

Jiyoung Kim (Department of Merchandising, University of North Texas, Denton, Texas, USA)
Sharron J. Lennon (Department of Fashion and Apparel Studies, University of Delaware, Newark, Delaware, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 22 March 2013

16241

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.

Keywords

Citation

Kim, J. and Lennon, S.J. (2013), "Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model", Journal of Research in Interactive Marketing, Vol. 7 No. 1, pp. 33-56. https://doi.org/10.1108/17505931311316734

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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