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Investigation of dominance using an integrated model of BPM and S-O-R in an online shopping environment

Cho, Jung Rim

Abstract Details

2009, Master of Science, Ohio State University, Textiles and Clothing.

The purpose of the research was to explore the influence of website characteristics on consumers’ affective states and behavioral responses in an online shopping environment. Based on a combination of the Stimulus-Organism-Response (S-O-R) and the Behavioral Perspective Model (BPM) models, this study presents a framework that provides an understanding of associations among various stimuli (utilitarian and informational reinforcements and setting scope), affective responses (pleasure, arousal, and dominance) and behavioral responses (approach and avoidance).

The study employed a 2 x 2 x 2 between subjects’ factorial design: Utilitarian reinforcement (high vs. low) x informational reinforcement (high vs. low) x behavior setting scope (open vs. closed). A single consumer scenario was used across all eight consumer situations. The eight consumer situations represent all possible combinations of utilitarian reinforcement (high vs. low), information reinforcement (high vs. low), and behavior setting scope (open vs. closed).

The findings of this study revealed: 1) a difference in the effect of high and low levels of utilitarian reinforcements on pleasure, 2) a difference in the effect of relatively open and closed behavior setting scope on dominance, 3) a difference in approach and avoidance behaviors for high and low levels of utilitarian and informational reinforcements, 4) a difference in approach and avoidance behavior for relatively open and closed behavior setting scopes, and 5) a difference in approach and avoidance behaviors for the affective state of pleasure.

The findings of the study provide empirical support 1) for inclusion of the dominance measure in the S-O-R model as a valid affective state in the online context, and 2) for the association among website stimuli, affective responses and behavioral responses as proposed by the integrated model of the BPM and S-O-R in an online shopping context.

Leslie Stoel, Dr. (Advisor)
Jae-Eun Chung, Dr. (Committee Member)
Jay Kandampully, Dr. (Committee Member)
284 p.

Recommended Citations

Citations

  • Cho, J. R. (2009). Investigation of dominance using an integrated model of BPM and S-O-R in an online shopping environment [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1237925570

    APA Style (7th edition)

  • Cho, Jung Rim. Investigation of dominance using an integrated model of BPM and S-O-R in an online shopping environment. 2009. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1237925570.

    MLA Style (8th edition)

  • Cho, Jung Rim. "Investigation of dominance using an integrated model of BPM and S-O-R in an online shopping environment." Master's thesis, Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1237925570

    Chicago Manual of Style (17th edition)