TY  - SER
AU  - Attasit Patanasiri  
AU  - Donyaprueth Krairit,
AU  - Vatcharaporn Esichaikul,
AU  - Supasith Chonglerttham,
TI  - The effects of online stimuli on consumers' purchase intention: a comparative study of different internet platforms
T2  - Dissertation
PY  - 2020///
CY  - Pathum Thani, Thailand
PB  - Asian Institute of Technology
KW  - Consumers' preferences
KW  - Consumer behavior
KW  - Online social networks
KW  - Marketing
N1  - A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management, School of Management; Thesis (Ph.D.) - Asian Institute of Technology, 2020
N2  - 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.
UR  - http://203.159.5.9/ait-thesis/detail.php?q=B16146
ER  -