The Influence of EI on online purchase behavior in SOR model

Abstract

Recently online behavior is much more important than the generation before since people are using internet in their daily lives Further shopping behaviors are not only be limited in physical channels; online shopping behaviors are existing everywhere In Taiwan people especially tend to shop clothes online; as a result this research were conducted in clothes industry of Taiwan and try to figure out the main issues which will be discussed later On the other hand no matter academic or commercial area were always finding the reasons that could trigger consumers’ shopping desire Stimulus-Organism-Response (SOR) model is one of the famous tools that used in this area This model was discussed to be lack of considering the personal factors; therefore this study applied emotional intelligence into the model and tested for its moderation effects And online shopping environment were identified with three factors which are e-store content e-store design and e-store navigation in this research This study used structural equation modelling (SEM) and multi-group SEM to test for the hypothesis And the results indicated that (1) e-store content would influence shopping enjoyment and final buying results (2) e-store design and e-store navigation do not have the influence on shopping enjoyment or final buying results (3) emotional intelligence do not have the moderation effects in SOR model in online shopping behaviors

Date of Award	2020
Original language	English
Supervisor	Ya-Hui Kuo (Supervisor)