03954nas a2200457 a 4500 20260818095303.0 220421s2020 th uu m rtt 0| a1eng d .b12383570 AIT Diss. no.SM-20-01 Attasit Patanasiri The effects of online stimuli on consumers' purchase intention : a comparative study of different internet platforms Pathum Thani, Thailand : Asian Institute of Technology, 2020 70 leaves : ill. +1 online resource Dissertation ; no. SM-20-01 Thesis (Ph.D.) - Asian Institute of Technology, 2020 A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management, School of Management The aim of this research is to answer the research question of whether consumers of online stores on social-based B2C e-commerce platforms think and act differently than the consumers of Web-based B2C e-commerce platforms and, if so, which metrics can be used to capture these differences. The main research model is constructed according to the Stimulus-Organism-Response model (S-O-R model). Additionally, this research is one of the first empirical studies that employs the S-O-R model as a main research model to explore online users{u2019} behavior. The results of the study demonstrate six findings which contrast with the previous literature. For the first and second findings, the two-way communication tools provided by Web-based and social-based B2C e-commerce platforms are not powerful enough to significantly affect the emotional needs of online consumers and the users{u2019} interpretation of online information. The third finding demonstrates that the risk perceived by consumers of both platforms in contemplating a particular purchase action does not significantly affect the emotional needs of consumers. The fourth finding demonstrates that the ability of both platforms to enhance user participation in the platforms{u2019} activities does not significantly affect the users{u2019} curiosity aroused while interacting with the platforms. The fifth finding demonstrates that consumers{u2019} emotional needs do not significantly affect online consumers{u2019} purchase intention with both platforms. The sixth finding demonstrates that the degree of users{u2019} attention while using both platforms does not significantly affect consumers{u2019} purchase intention. Consumers' preferences Consumer behavior Online social networks Marketing Donyaprueth Krairit, Chairperson Vatcharaporn Esichaikul, Examination Committee Supasith Chonglerttham, Examination Committee Asian Institute of Technology. Dissertation ; no. SM-20-01 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B16146 .b12383570 mnait m 240419 0 220421 m a m 4 mnait mnait mnarc mnarc 67 40 20 Barcode : - CREATED : 2022-04-21 RECORD # : i13377437 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050121040124 CREATED : 2023-07-08 RECORD # : i13457998 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050121069453 CREATED : 2023-08-15 RECORD # : i13460262 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050121069446 CREATED : 2023-08-15 RECORD # : i13460286 LPATRON : 1033129 LCHKIN : 2023-11-18 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 1 TOT RENEW : 0 35254 35254 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT Diss. no.SM-20-01 2026-08-18 09:53:03 2026-08-18 67 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT Diss. no.SM-20-01 30050121040124 2026-08-18 09:53:03 1 2026-08-18 40 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT Diss. no.SM-20-01 30050121069453 2026-08-18 09:53:03 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT Diss. no.SM-20-01 30050121069446 2026-08-18 09:53:03 2 2026-08-18 20