Prediction of online purchase behavior: an application of the S-O-R Model

the objective of this study was to evaluate the effect of the online store atmosphere, shopping values, attitude toward online shopping and emotions on the repurchase intention in an online store, based on the Stimulus -Organism -Response model (S -O -R). Although these elements have been studied in the context of brick -and -mortar stores, recent articles that analyze the influence of these elements in the online environment demonstrate the relevance of this study in current marketing research. The results of an online survey conducted with 306 users of an online pharmaceutical store, which included residents of Venezuela and of other Latin American countries, were analyzed using structural equations, evaluating both the measurement model and the relationship model. The findings allow us to conclude that the use of the S -O -R model is appropriate in predicting online purchase behavior, having achieved an adequate fit, and confirm that the hedonic purchase value has a significant direct impact on both the attitude toward online shopping and the emotional purchase. On the other hand, the utilitarian purchase value negatively affects the emotional purchase and the computer factor favors the attitude toward online purchase. Finally, the attitude toward online shopping and the emotional purchase predicts the repurchase intention. Implications for marketers are discussed.