Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 24 September 2019
Issue publication date: 14 January 2020
Abstract
Purpose
The rapid growth of e-commerce has encouraged online retailers to adapt to the purchase behaviour of Generation Y consumers. For this purchase, the purpose of this paper is to investigate Generation Y online consumer repurchase intention in Thai context based on Stimuli-Organism-Response (SOR) model.
Design/methodology/approach
Data were used to test the hypotheses that Generation Y consumer online response is influenced by online environment cues and organism. In total, 401 questionnaires were collected in Bangkok through judgemental sampling and convenient sampling. SPSS 24 was used to analyse Generation Y consumers’ demographic information and reliability test. Amos 24 was utilized to examine measurement model and structural equation model.
Findings
The findings finally revealed that website security presents the strongest influence on Generation Y consumers trust. Also, online promotion possesses the weakest association with Generation Y consumers trust. More importantly, Generation Y consumer online repurchase intention is positively influenced by the degree of trust they have towards websites. The implications of the findings for marketers are discussed.
Research limitations/implications
The empirical data are limited to generate findings from a limited number of Generation Y consumers in Bangkok only. Also, the study limits itself to explore only inter-relationship in the scope of SOR.
Practical implications
It is suggested that in order to draw attention from and retain Generation Y consumers, online retailers should aim at strengthening trust-building in the online buyer–seller context as well as a dynamic promotional campaign. Moreover, a constellation of relevant marketing strategies is recommended.
Originality/value
Since there is a lack of implementation of SOR model based on the Thai context, this paper fills the gap by illustrating how SOR works in Thailand with updating findings.
Keywords
Citation
Zhu, B., Kowatthanakul, S. and Satanasavapak, P. (2020), "Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model", International Journal of Retail & Distribution Management, Vol. 48 No. 1, pp. 53-69. https://doi.org/10.1108/IJRDM-04-2018-0071
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited