000			03954nas a2200457 a 4500
005			20260818095303.0
008			220421s2020 th uu m rtt 0| a1eng d
035			_a.b12383570
099		9	_aAIT Diss. no.SM-20-01
100	0		_aAttasit Patanasiri
245	1	4	_aThe effects of online stimuli on consumers' purchase intention : _ba comparative study of different internet platforms
260			_aPathum Thani, Thailand : _bAsian Institute of Technology, _c2020
300			_a70 leaves : _bill. +1 online resource
490	1		_aDissertation ; _vno. SM-20-01
502			_aThesis (Ph.D.) - Asian Institute of Technology, 2020
500			_aA dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management, School of Management
520			_aThe 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.
650		0	_aConsumers' preferences
650		0	_aConsumer behavior
650		0	_aOnline social networks _xMarketing
700	0		_aDonyaprueth Krairit, _eChairperson
700	0		_aVatcharaporn Esichaikul, _eExamination Committee
700	0		_aSupasith Chonglerttham, _eExamination Committee
810	2		_aAsian Institute of Technology. _tDissertation ; _vno. SM-20-01
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B16146
907			_a.b12383570 _bmnait _cm
902			_a240419
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