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Study on online payments and e-commerce with SOR model
International Journal of Retail & Distribution Management ( IF 4.743 ) Pub Date : 2023-06-07 , DOI: 10.1108/ijrdm-03-2023-0137
Rakesh Kumar , Tilottama Singh , Sachi Nandan Mohanty , Richa Goel , Deepak Gupta , Meshal Alharbi , Rupa Khanna

Purpose

The main purpose of this paper is to explain the preferences of consumers for using online payment services. This paper applies a unified theory model named stimulus-organism-response (S-O-R) theory for exploration.

Design/methodology/approach

This is quantitative research based on the structural equation modelling method. The stimulus-organism-response (S-O-R) theory was applied, whereby the author conducted an online survey through a structured questionnaire with users of mobile payment services. These consumers are using online payments for online shopping purposes. The survey was conducted all over India. The sample size is 355.

Findings

The study found that utilitarian, hedonic value and salesperson behaviour impact consumers satisfaction and behaviour while using online payment services. The study found that there is a significant direct relationship between consumer satisfaction and consumer behaviour. This study examines how financial mobile services contribute to e-commerce implementation, especially in the context of India.

Practical implications

This study incorporates a variety of factors, including the behaviour of salespeople, which affect consumer happiness, satisfaction and behaviour intention. This study reveals a direct relationship between consumer satisfaction and behavioural intention. Accordingly, the use of mobile banking and digital financial services has a positive impact on customer satisfaction. This study suggested that awareness about e-commerce services and mobile financial services is an important aspect of consumers satisfaction. Effective e-commerce services and mobile financial services have a positive impact on consumer behaviour.

Originality/value

This is a comprehensive model used for online payment services and directly related to emerging economies like India. This study examines the consumer willingness of the digital market in relation to online payment services. This study contributes to the relevant literature by simultaneously examining the role of e-commerce platform characteristics and online consumer psychology in influencing behavioural intention. Numerous factors have been revealed by this investigation.



中文翻译:

基于SOR模型的在线支付与电子商务研究

目的

本文的主要目的是解释消费者使用在线支付服务的偏好。本文采用统一的理论模型——刺激-有机体-反应(SOR)理论进行探索。

设计/方法/途径

这是基于结构方程建模方法的定量研究。应用刺激-有机体-反应(SOR)理论,作者通过结构化问卷对移动支付服务用户进行了在线调查。这些消费者使用在线支付进行在线购物。该调查在印度各地进行。样本大小为 355。

发现

研究发现,功利主义、享乐主义和销售人员行为会影响消费者在使用在线支付服务时的满意度和行为。研究发现,消费者满意度与消费者行为之间存在显着的直接关系。本研究考察了金融移动服务如何促进电子商务的实施,尤其是在印度的背景下。

实际影响

这项研究结合了多种因素,包括销售人员的行为,这些因素会影响消费者的幸福感、满意度和行为意向。这项研究揭示了消费者满意度与行为意图之间的直接关系。因此,使用手机银行和数字金融服务对客户满意度有积极影响。本研究表明,对电子商务服务和移动金融服务的认知是消费者满意度的一个重要方面。有效的电子商务服务和移动金融服务对消费者行为产生积极影响。

原创性/价值

这是一个用于在线支付服务的综合模型,与印度等新兴经济体直接相关。本研究调查了与在线支付服务相关的数字市场的消费者意愿。本研究通过同时检验电子商务平台特征和在线消费者心理在影响行为意向方面的作用,为相关文献做出了贡献。这项调查揭示了许多因素。

更新日期:2023-06-06
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